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Website Design
Full Website Redesign That Increased Sales & Lowered Bounce Rate
Client
SafetyChain software is a digital management tool for factories.
Industry
Manufacturing SaaS
Project Overview
I led a complete redesign of SafetyChain’s website that had a diverse set of user personas. I also conducted an in-depth brand and website analysis to strategically inform the visual direction of SafetyChain’s website.
The Team
I worked alongside the marketing and engineering team.
The Timeline
8 months
Challenges
- The current website was out of date and did not align with the current product
- It lacked relevance to the target audience and didn't represent the company's core values
Goals
- Create a website that is usable, accessible and aligns with the current audience, product and company as a whole
- Design a visual cohesive and experience that brings in more sales
Design Process
- Research and Strategy
- Brand discovery, analysis & research
- Misalignments
- Brand messaging
- Partnership and support
- Ongoing value
- Modern
- Flexible
- Friendly
- Cohesion
- Personas - needs, pain-points, motivators
- Plant managers
- Corporate managers
- Quality managers
- Front-line operators
- Production
- Brand discovery, analysis & research
- Define visual identity
- Flexible, transparent, simple, modern
- Conveyor belt concept
- Design
- Information architecture
- Mockups - focusing first on components that would be used more frequently
- Prototypes / Interactions
- Style Guide
- Iteration and Testing - this was ongoing throughout the design phase
Outcome
The client reported an increase and sales and lower bounce rate. The new website was faster, more accessible, more visually cohesive and most importantly resonated with the core values of the company.
How the conveyor belt concept evolved
Some examples of finalized page designs:
We revamped the navigation to make it more relevant to the industries the product worked with as well as the user persona roles
I defined and documented the styles and reusable components and so that the team could easily refer back to it
"We worked with Katie Forleo for a full "white canvas" reimagining of the SafetyChain website. Starting with moods and concepts, and incorporating own-able look/color/appeal that stayed core to our brand strategy, she created the design and experience that we launched to great success. From the first meeting, through multiple iterations, Katie was thoughtful in her approach, professional in her demeanor and took the time to understand what was most important to us: the visitor's experience on our website, and creating a strong brand. She worked with a multitude of stakeholders - from content and copywriting, to executives, to developers, and proved herself a great team member. We're very happy with the final product, and I'd recommend her work to any colleague."
Aaron B.
Chief Marketing Officer
,
SafetyChain
