About the Project
The Center for Generational Kinetics, specializing in generational research and speaking engagements, sought a website redesign to streamline service requests and enhance user engagement. The primary objectives were to increase custom research project requests and facilitate speaking engagement bookings.
Challenges
A key challenge was effectively segmenting and guiding two distinct user groups: those seeking custom research and those interested in speaking engagements. Another aspect was making the website more vibrant and accessible while maintaining brand identity.
Role and Approach
Collaborating with SEO and content teams, we developed a new site hierarchy and sitemap, leading to a complete website overhaul. My role encompassed design leadership, ensuring vibrant, ADA-compliant color use, and implementing Conversion Rate Optimization (CRO) strategies. It also involved coordinating with development teams to ensure timely project launch
Design Strategy
To address audience segmentation, we employed color differentiation and branching pathways in the homepage and navigation design. Lengthy text sections were made user-friendly with hover-to-reveal patterns and content sliders. The website featured a comprehensive content hub, ensuring regular updates with research, blog content, and news publications. Inclusive imagery was a personal emphasis, showcasing diversity to reflect the generational research's focus.
I advocated for inclusive imagery in the design, ensuring representation of diverse ethnicities and gender presentations. This decision was crucial in portraying the generational diversity that is central to the client's research focus.
Outcomes
Post-launch, the website experienced increased traffic and a notable rise in service requests. The design successfully catered to diverse user needs, enhancing the overall user experience and brand presence.
