Ghostit
Redesigning the homepage and improving the UX of a content marketing platform.
Role
UX/UI Designer
Duration
2 months
Deliverables
User interface, Graphic design, High-fidelity mocks
Challenge
Ghostit is a content marketing agency based in Victoria, BC. At the time of the project, the company’s products and services could be divided into two categories. The first included agency services related to the creation, distribution, and promotion of marketing content. The second consisted of a web application that allowed companies to plan and schedule publications across various social networks.
As part of a contractual mandate, I was tasked with redesigning the company’s website and improving the user experience of its web application. The team had already conducted user interviews, which helped identify specific opportunities to enhance the platform. The first objective was to develop strategies to better communicate the agency’s service offerings and the value of its digital platform. The second was to improve the application’s interfaces based on insights gathered from the user interviews.
As part of a contractual mandate, I was tasked with redesigning the company’s website and improving the user experience of its web application. The team had already conducted user interviews, which helped identify specific opportunities to enhance the platform. The first objective was to develop strategies to better communicate the agency’s service offerings and the value of its digital platform. The second was to improve the application’s interfaces based on insights gathered from the user interviews.
Problem Statement
“User interviews revealed shortcomings in the website’s interfaces that hinder clear communication of the company’s products and services. How might we improve the interfaces to better convey the company’s unique value proposition and enhance the overall user experience?”
Process
1 | User interviews analysis
Since the company had already conducted several user interviews, the first step of the project was to analyze the findings. This analysis made it possible to identify specific areas of the interfaces that users found confusing or difficult to understand.
2 | Sketching
Based on the findings from the previous step, sketches were created to explore improvements to both the website and the web application. The redesigned website aimed to better integrate and reflect the company’s brand identity.
3 | High-fidelity mocks
After validation with the organization, the concept sketches were refined into high-fidelity mockups. Custom illustrations were first drawn by hand and then digitized and refined in Adobe Illustrator.
Results
Illustrations
The concept for the illustrations was inspired by the company’s mascot, a ghost. This reference enabled the integration of visual storytelling throughout the website in an original and playful way.
Homepage
The new homepage was designed to highlight the benefits of the social media scheduling platform, a central component of the company’s offering. In addition, both the content and visual language were aligned with the organization’s brand identity to ensure consistency.
Agency page
The page outlining the agency’s services was also redesigned. Specific UI strategies were implemented to reduce information overload. In addition, custom illustrations were created to visually lighten the content and enhance readability.
Reflections
The project was well received by stakeholders, who remained engaged throughout the design process and demonstrated enthusiasm and openness toward the proposed ideas. The new visual language was particularly appreciated for its ability to clearly communicate key aspects of the company’s products and services. Key takeaways from this project include:
- Working closely with stakeholders helps establish trust within the team more quickly;
- Branding can serve as a strong source of inspiration to unify a company’s visual language;
- Integrating storytelling into interfaces, including through visuals, is an effective way to communicate essential information.