Maglabs, a company specializing in bespoke marketing technology, aimed to establish a distinctive and consistent identity. They sought to refresh their brand identity for greater cohesion. Upon initial assessment, it became evident that while they had a logo, its application varied in terms of layout and colors. Furthermore, their current website did not convey the intended tone; instead of resembling a technology-focused site, it gave the impression of a health services company. Clarifying their core offerings was challenging at first glance.

The Start - Looking at the existing site

As I began gathering information, it became clear that documents and presentations were crafted independently by various departments. Upon review, it was evident that these pieces lacked cohesion in design, appearing disjointed when viewed together. The website presented even more complex challenges, with a jumble of fonts, colors, and layouts contributing to a confusing user experience. Additionally, understanding the company's structure and offerings proved challenging during the information-gathering process. Some employees perceived the Maglabs team as a product due to its organization by product lines. However, in reality, the company has three distinct products already developed, with a versatile team capable of creating customized solutions. Furthermore, there is a sister company, Maglabs Digital, specializing in website design and development.

Finding issues to create solutions

One of the key UX issues I uncovered was the lack of clarity regarding the products and services offered on the website. To address this, I implemented a clear statement outlining their offerings right after the main title on the homepage. My goal was to ensure that all visitors could easily understand what Maglabs does. I applied the 3-30-3 rule: defining Maglabs within the first 3 seconds, and elaborating on how they organize their services and teams within the following 30 seconds.

A wide range of clients

During my information-gathering process, I found that Maglabs' prospects were incredibly diverse, ranging from startups to global corporations, each with varying levels of understanding of marketing or technology. At times, these prospects included employees under pressure to present budgetary proposals in boardroom meetings, seeking bespoke solutions for complex issues.

Recognizing that some users might not have a clear understanding of their specific needs or wants, I focused on identifying their primary characteristics or roles. From there, I tailored offers to address their potential needs. I developed dedicated pages for each user type, outlining all relevant products and services that could pique their interest.

Reality-based design

In my final decision-making process, I opted against imposing a completely new workflow, recognizing that achieving this solely through a website overhaul was unfeasible. Instead, I chose to honor their existing work approach while enhancing it through thoughtful design. Given that various departments contributed content to the website regularly, and considering the need to streamline the site's creation process, I developed a straightforward design system with clear guidelines for all pages. My aim was to ensure that anyone tasked with creating a new page in the future would feel empowered by a structured system and straightforward rules to follow.

Going live and post live stages.