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Prodege - Company Website Redesign | UX/UI
About This Project
As Prodege grew, our website was no longer representative of all we had to offer. We had just rebranded to fully represent our companies’ new offerings, and so the site needed lots of visual updates in addition to content updates (view the rebranding project here). The main challenge of the prodege.com redesign was representing the true breadth of this company: there are 6+ consumer brands, each with their own identities and offerings, and 5 B2B brands that offer different solutions to different clients.
We conducted UX research to gather insights into our user’s needs, segmented the found audience into core groups, and used this data to inform our design decisions (more on the UX process below). For me, a “win” was if we could design a site where each individual audience group had a tailored experience.
The result was a complete redesign of the Prodege website and reframing of its structure. The previous site reflected categories of our internal structure, but not structure based on our audience needs. We also added tons of additional content and features that we identified as useful information for our users. Visually, we discovered that we needed the site to be bright, modern, strong, and authentic. At the intersection of our several audience groups was a common denominator that we wanted to drive home visually on this site: Working with Prodege provides brands integrated access to real, unique consumers.
UX Process
The first step in our UX research was analyzing the existing sites, and seeing where they had succeeded and failed through a SWOT analysis. Since this site was folding in 4 separate sites, we analyzed each one before deciding what features to keep and what to delete. We gathered data from Google Analytics, Full Story, and HotJar.
One interesting finding was that many of our users used large desktop screens – an unusual scenario, considering most sites see large amounts of traffic from mobile devices. As a B2B site, this was likely a result of many of our visitors being at work when they browse. Moving forward, we ensured that our design scaled responsively and look good at any size - paying particular attention to XL screens.
We conducted user research by sifting through analytic data, user interviews, and internal stakeholder interviews. Our findings were that there are 6 core audience segments - completely different groups with completely different goals. We then uncovered their concerns, challenges, and goals to create personas of each segment. Moving forward we paid constant attention to each persona, ensuring their needs were met every step of the way. We made it a goal for the next step to have an easy point of entry for each group, all within the first fold.
During this phase we sifted through the existing sites, and discovered our ideal structure that would properly organize the new content. Then, we revisited our user personas and ensured that all needs were met. We tested our process by having internal stakeholder assume a user persona as they navigated the site map, seeing if they would end up on the intended destination for each individual.
In this phase, using content gathered from stakeholders plus the user flow chart, we developed sketches and simple wireframes. Here we were able to clarify a lot of pain points, discuss functionality, and analyze the overall flow before getting too knee-deep in high fidelity mocks.
High Fidelity Mocks
Prodege Redesign