Challenge

Redesign Baricol’s website and create guidelines for how the new brand identity should be applied to the website. Optimize the user experience to make it easier for the customer to navigate the website, to help drive them towards their purchase.

 

The pages that are to be redesigned are: the home page, the product page and the product overview page.

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Insight

The key insights we gained after our audit of Baricol’s existing website were that the call to action in the form of buttons was very poor due to the choices of colours. We also noticed that there was too much text and that the visual hierarchies of the website didn’t work. There was also too many steps in the customer journey from the main page to the customer making an educated purchase.

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Approach

We created wireframes to optimize the UX of the customer journey; taking the customer from the main page to purchase, using as few steps as possible. It was also important to educate the customer about the product throughout the journey in order to push them toward the purchase.

 

Using the newly developed visual brand guidelines I designed the new UI of the website, focusing on making the information and call to actions as structured and easy to understand as possible.