The process
UX Design

In the first steps of the project the focus was on comprehensive and thorough discussions with the client and understand the business needs. Then I got to involve a CEO specialist. Then we made a website audit and continued with competition research and analysis. After that I have created the IA structure followed by Low-Fi and Hi-Fi wireframes.

UI Design

After researching and analyzing competitors, I extended my research to other companies websites in the primary and secondary economical sectors.

SEO
Website audit. Market and keywording research specifically for Vancuover area.
Website audit
While doing a website exploration of the current website, I was searching for clear messaging, CTA, usability, functionality, design and aesthetic problems. Along with my CEO colleague who was responsible for the writing and the content as a whole.
Findings:

1. Slogan text positioned at the header section - not appropriate place for a slogan text.
2. The navigation is inside a “Menu” button - not a good practice in terms of desktop website, better suitable for mobile.
3. The hero-section pictures looks empty.
4. Descriptive paragraph text and the tittle text “Our 5.Services” are not well aligned and looks confusing.
6.No clear CTA for “read more” or else regarding the showed services.
7.There is no dedicated page for every service.
8.No other CTAs except the contact form at the end.
9.The client offers more services than the ones showed at the website.
10.No FAQ section - when talking about high rope access and confided spaces is desirable to have frequently asked questions.
11.Overall the conclusion is that the website is indeed very simple even empty in terms of content. In terms of design we can also observe lack of color and text hierarchy.
12.Clear messaging and CTAs are crucial for the business goal of the client.
Insights and conclusion


From the website audit and analysis of the finding I would divide the problem into two categories: strategic and aesthetic.


Strategic:

1. The current website doesn’t properly communicate it’s services and company’s business value and expertise to attract new customers. 

2. Its not strategically design in favor of the business - not enough content to describe and show all the works that VAG are offering.

3. Missing descriptive pages about all the services.

4. Missing FAQ section.

5. Missing clear CTAs and messaging.


Aesthetics:

1. Texts are not well aligned which could lead to confusion.
2. Missing information where the user is - there is no clear UI indication in the navigation.
3. The text hierarchy is could be better positioned. The lack of color makes the website way too minimal even “empty”, which makes it visually unappealing.

Competitors
GRID system
I choose 8 column grid for Desktop because the whole content of the platform doesn't suggest complexity. Main focus is solid content for SEO. Which means more text and less photos.
Web
8 columns
20 gutter
80 margins
Web
4 columns
20 gutter
60 margins
Color Palette
Why I choose those colors?
Blue color speaks about success, security and confidence. That is why this color is suitable in terms of the business that is doing rope access at heights. It is a risky job that requires confidence and security. Safety truly is FIRST.
The green tone is chosen because it speaks about prosperity, safety, luck and loyalty. Very important part as well in this type of business.
The orange color gives a splash of positivity and pop in the overall design. Its mainly used for CTA buttons so it can be easily visible for the end user.
Buttons
HI-FI Wireframes
