Arkatechture

As the Senior Designer at data analytics start-up Arkatechture, I was tasked with redesigning and optimizing the company site.

Established and refined Arkatechture’s visual identity and developed a plan for the website to match new brand standards

Creative Direction

Created wireframes and mockups for the new site and conducted A/B testing to increase conversion by 14%

UI/UX Design

Built the new website from the ground up using HubSpot and CSS

Web Development

Overview

The Arkatechture website had gone through a few phases - first as a Squarespace site, then hobbled together in HubSpot by one of our developers, then redesigned in HubSpot by a team of 1 (me!). While my first version of the site was an improvement, I had refined our brand standards and visual identity - and the marketing team gained 2 new members, a strategist and a writer - so it was time to revisit.

The primary goals for the redesign were to:

  • Better reflect our updated branding

  • Emphasize what services we offer

  • Increase conversion using our new content strategy

Planning

While working with the rest of the marketing team, we drew on a whiteboard our plans for the new homepage. The big focus for the homepage was to communicate who Arkatechture is, what they can offer potential clients, and why potential clients should work with us. We designed the homepage to address these three things with an intro section, a section about our services, and a section of client testimonials.

I then turned our whiteboard wireframe into a digital one in Adobe Illustrator.

Iteration + Refinement

The biggest change that happened while iterating on the initial design was the intro header - we realized that we already address “What We Do” in our services section, and decided it would be a more user-focused choice to swap that to what problems our clients come to us to fix. Our primary user persona comes to us with a problem that they can’t solve themselves - so it made sense to focus on their problem rather than our solutions.

I also began designing the graphics, visual style, and UI elements for the new site.

Development & Implementation

With our design and content finalized - it was time to build the new homepage! Using HubSpot and learning CSS as I went, I recreated my mockup and deployed the site - this part I did entirely on my own without any guidance or assistance.

Optimization + Testing

Now that the website was live, I focused on making the site more mobile friendly using CSS media queries and used A/B testing on our CTA designs. For the A/B test, I compared the conversion rates on simply designed CTAs vs more visual CTAs. This test showed that our users greatly preferred the more visual CTAs and the result was a 14% increase in user conversion!