Website Redesign

Pinnacle Engineering

Simplifying A Complex Business

Met with client to discuss website goals, concerns with their existing site, issues that users are having, and how to build their website to address everything.

New Brand, New Design System

Using Pinnacle’s new branding, established web style guide and standards including typography, colors, buttons, button interactions, spacing, and components.

400% Increase in Users

After the website was launched, we saw an over 400% increase in users, an 8.2% increase in engagement time, and a 6.6% increased rate of engagement.

Tools Used

Adobe XD

Figma

Google Analytics

User Research

User Analytics

UX Design

Information Architecture

Content Strategy

Mockups

Visual Design

Creative Direction

Style Guide

Mobile Design

Engineering a Website for Growth and Thought Leadership

Pinnacle Engineering is an environmental engineering company that helps clean up oil spills, surveys land for construction projects, and recently began using drones to help with their work.

As the UI/UX Lead on the project, I met with the client to discuss their business goals and where they feel their website falls short. I was in charge of the entire design process including: UX strategy, information architecture, visual design, mockups, and design QA.

The primary goals for the redesign were to:

  • Position PE as an expert and thought leader in their field

  • Showcase their projects in a more visually appealing way

  • Attract young talent to their Careers page

  • Expand their Services and Markets pages

  • Showcase their new branding and standardize their website styles

Creating The Blueprint for The Website

The biggest changes I made to the Pinnacle Engineering’s sitemap was to break out all Markets and Services to have their own pages. Previously they were all tabs on the same page with minimal information. The original pages didn’t lead the user anywhere to learn more - like to relevant case studies, for example. By expanding all of these crucial pages, Pinnacle could rightfully establish their web presence as subject matter experts, improve engagement on the site, improve SEO, and create an obvious next step for users to take.

The other big change would be for the Projects page and individual Project pages. Their original Project pages were not very compelling and didn’t sell their expertise. It was also difficult to navigate the Projects page in general, so we addressed that with a new gallery layout with filters based on the Market(s) they were relevant to.

To make a complex website organized and user-friendly, I made the following changes:

  • Made the emergency contact number always available in the navigation rather than on its own page

  • Giving the Markets, Services, and Projects categories their own dedicated pages.

  • Reworked Projects page to be an easy to navigate gallery, rather than the difficult maze of menus it was previously.

  • Market and Service pages will include a showcase of relevant projects to encourage users to continue engaging with the site

Collaborative Effort to Solve a Last-Minute Issue

After the mockups were finished, copy was written, and dev was underway - we noticed some things changed between when my mockups were finished and the copy was done.

This led to issues in the dev and QA part of the project - pages were added and content was organized differently on one page that wasn’t accounted for in the design.

My job at this point was to quickly figure out a way to display the new content in a way that made sense from a UX perspective while also making sure dev could implement it in a timely manner. I worked very closely with the Developer and Project Manager to make sure the new design hit the requirements from the client and that dev had all the styling information ready to go.

Continued Support

After we finished Pinnacle’s website, they entered a monthly retainer for marketing and website updates. As a B2B business that is incredibly trust-based, Pinnacle makes a lot of their business and nurtures sales relationships at tradeshows. To promote the tradeshows they’re attending, and build credibility by showing where they’ve been present, we created a new landing page that listed their upcoming and past events.

I created the mockup and consulted with our developer to discuss what would be possible with the event tool we’re using to display the list of tradeshows. The new page is now a catalyst for engagement on the site, with page visitors accounting for 27% of all interactions on the site.