SEE pRODUCTION SERVICES WEBSITE REDESIGN

Branding, Photography
Year: 2023
Technology: Photoshop, XD, Figma
Categories: UX/UI, WordPress, Logo Design

Overview

This project was undertaken by myself, in collaboration with a graphic designer and a developer. See Production Services engaged us to create a website that showcases their services, extensive equipment inventory, and provides a streamlined contact method for potential customers to submit inquiries.

See Production Services Website Redesign

My End to End Role

User Research

Information architect

Interaction Designer

Visual Designer

Usability Tester

Content Strategist

Background

To develop an effective website for the company, we first needed to gain a deep understanding of the niche industry and user interactions with the site. We conducted a comprehensive survey to gather insights into industry trends and user preferences. Initially, we focused on identifying the key demographics and profiles of individuals who typically engage with job opportunities within this sector. This research informed our UX/UI design strategy, ensuring the website effectively meets user needs and aligns with industry standards.

Protopersona

To develop a high-impact website for the company, it was essential to thoroughly understand the niche industry and the user experience (UX) dynamics. We conducted an in-depth survey to analyze industry-specific trends and user behavior. Our initial focus was on profiling the typical user who engages with job opportunities, allowing us to tailor the UX/UI design to effectively address their needs and enhance overall engagement.

Proto Persona of Nancy Weezer
Research

Here are examples of some key questions from the user survey we conducted to gather insights into user behavior and industry trends.

Niche Industry Needs

We then incorporated the industry’s reliance on networking as a key niche factor that could influence the website’s effectiveness. Our data analysis revealed that while networking has traditionally been a critical component of success in the industry, a strong digital footprint was not always deemed essential. However, since 2020, the demand for a robust digital presence has grown significantly, particularly with the Atlanta/LA connection, highlighting the increasing necessity for effective online visibility and engagement.

Networking Sales Tool

The challenge was then to translate these insights into an effective website design. We aimed to optimize the site for maximum conversion by prominently showcasing the company’s reputation, including previous projects, notable clients, and the company’s industry tenure. We also focused on enhancing the website’s role as a sales tool, ensuring it is user-friendly for sales representatives and intuitive for potential clients during sales calls and email communications. This approach was designed to boost user engagement, streamline the sales process, and drive conversions.

Brand Guide Reconsideration 

Another critical challenge was addressing the brand guidelines. The original website lacked a cohesive brand strategy, featuring a mishmash of fonts, colors, and inconsistent imagery and messaging. This lack of uniformity detracted from the site’s overall user experience and brand identity. We aimed to develop a comprehensive brand guide to ensure a consistent visual and messaging framework, enhancing brand cohesion and delivering a unified, professional experience across all touchpoints.

Who is See Production Services?

We collaborated with the owner to define the desired vision and personality for the website. Through our discussions, we identified key descriptors such as ‘cool,’ ‘clean,’ and ‘edgy’ to guide the design. The owner preferred a white background with red as the accent color. We selected specific shades for these colors and incorporated black and gray accents to complement the equipment’s thematic elements. This approach aimed to create a visually appealing and cohesive design that aligns with the brand’s identity and enhances user experience.

Website Gif for See Production Services
Exploration 

After completing the initial sketches and basic mockups, I meticulously reviewed my design matrix to ensure that all company requirements were met. I then conducted user testing to validate the website’s user flow and ensure it was intuitive and efficient. Based on the feedback received, I proceeded to develop mid-fidelity and high-fidelity prototypes, refining my initial concepts with the insights gained. This iterative design process enabled me to enhance the overall user experience, specifically tailored to the needs of our proto-persona, Nancy Weezer.

Feature Review

Creating an optimal marketing funnel on the homepage was crucial for maximizing effectiveness. Based on our competitor analysis, we identified key features designed to enhance the sales lifecycle and facilitate client acquisition through organic marketing strategies. The selected features were strategically chosen to streamline the user journey and optimize conversion rates. Here are some of the features we implemented to achieve these goals:

Project works See Production Services
Project Display and Clients

In this industry, showcasing a strong portfolio and high-profile clients is crucial for establishing credibility. We prioritized displaying key projects and notable clients prominently on the website to immediately capture potential customers’ attention. Although the client currently lacks a Vimeo account for video content, we implemented a strategic placeholder for future video integration. This design choice ensures that, should the client choose to invest in Vimeo, there will be a dedicated space to showcase video content, enhancing the site’s visual appeal and user engagement.

Networking Display

We incorporated a dedicated social media section to enhance the website’s engagement and connectivity. While many companies typically include simple social media icons, we opted for a more impactful approach by integrating a sidebar that features a real-time feed of the client’s latest Instagram posts. Given that Instagram is the client’s primary social media platform, this design choice highlights their most recent content and fosters direct interaction with visitors, thus optimizing user engagement and brand visibility.

Instagram sidebar for networking for See Production Services
Review feature section for See Production Services
Reviews

A significant driver of sales in the film industry is often based on networking and referrals. To leverage this, we incorporated a dedicated review section to create a more organic sales funnel. This feature allows visitors to quickly access testimonials and reviews from previous clients directly on the homepage, providing immediate social proof. By showcasing the names of these clients, we enable potential customers to recognize and connect with familiar names, enhancing credibility and trust in the brand.

Search Engine Optimization

Given the client’s limited budget for advertising and marketing, implementing a robust SEO strategy is crucial. To maximize visibility and drive organic traffic, we emphasized the importance of incorporating a blog into the website. Featuring a blog section prominently on the homepage allows us to leverage high-value keywords and engage readers. The goal is to attract visitors through well-optimized content and encourage them to explore the website further after engaging with the blog.

Check Out Our Blog Section for See Production Services
FAQ section for See Production Services
Frequently Asked Questions

An essential component of the website is the FAQ section, which we implemented to enhance user experience and support organic marketing efforts. By including a carefully curated set of frequently asked questions, we aimed to address potential customer concerns and build confidence in reaching out. Additionally, the FAQ section provides valuable opportunities for SEO optimization, helping to improve search engine rankings and drive organic traffic. Please note that the specific questions are not shown in this preview.

Final Thoughts

In reflecting on this project, several key insights and lessons emerged. The development of this website has been a valuable learning experience, providing opportunities to apply and refine UX/UI design principles while addressing real-world challenges. We successfully met our primary goals, including optimizing user engagement, enhancing the marketing funnel, and incorporating essential features for our target audience.

However, as with any project, there were areas for potential improvement. While we achieved a cohesive design and functional user experience, ongoing enhancements could further refine the site’s performance and user interaction. We acknowledge that the process of collecting and analyzing user data is critical for continuous improvement, and we are committed to leveraging this data to inform future updates.

The website is now live, and we are actively monitoring its performance to gather actionable insights. This iterative approach ensures that we can adapt and evolve the site in response to user feedback and industry trends. Overall, the project has been successful in meeting our objectives, and we remain dedicated to its ongoing development and enhancement.