Projects / In Time Tec

Modernizing a Global Software Solutions company

Introduction

2 months after starting my career in graphic design, I was asked to lead the brand redesign for the company. Another 2 months later it was complete and it was time to tackle the website. With momentum from the brand redesign I lead the redesign of our website. I conducted interviews internally and externally to ensure that we were creating something that truly resonated with potential clients to boost our business. 1 year post launch and it has made a huge difference for our company, our teams are more inspired and our list of clients is growing.

Scope of work

Branding

Website

Timeline

12/2022 - 02/2023

04/2023 - 12/2023

Live since 01/2024:

Organic search traffic up

64%

Active users up

93%

New users up

100%

Total impressions up

15%

The Problem

Death by Google search results

A lost message with too many interactions

ITT is a company dedicated to solving problems for partners in a way that is creative, and is not willing to do the job if it wasn't a win for both parties. It is also a company committed to an "ROI or you don't pay" initiative, which was a huge selling point for potential partners, and was getting lost at the bottom of the page.

The website used long lists of downloadable pdfs links to include more information, featuring multiple layers of links on service pages. Because of the current state of the website, user feedback indicated that they didn't want anything to do with downloadable content, and people's journeys seemed to dead end.

The Challenge

People thought ITT was a printer company

Disorganized content and misaligned design

No one was responsible for updating and maintaining the website, which created endless problems. As a company that offers UX/UI as a service paying attention to the website became a priority.

Since website maintenance had been avoided for so long, department heads weren't even sure what they were offering, why they were offering it, or what they could be offering to help our partners. We needed to create unity,

The Soultion

Complete overhaul

Rewriting the experience

The goal was to realign our external communication with our internal vision. Meeting with each department head was necessary to unify individual goals under one unified mission.

Brand & web design

Using competitor's brands and websites as reference for industry standard, I rebranded the company within 2 months. The brand roll-out inspired our global employees and challenged their expectations about what ITT was capable of. This created unity and charged the web redesign forward, we updated all written and visual content, while I worked on the overall design.

Execution

Everything on the website was built to boost our SEO and bring in new business. The initial iteration only had 5 core services, and as the word for the new website spread, we realized how much we were actually offering. Now our services have doubled and are still growing, with 4 new products launched.

Background

Into the weeds

The Process

Discovery

We asked internal executives and potential partners to prioritize which sections of a website are the most important.

Interviewee responses:

First Priorities

Clarity about services: 1.17

Demonstrated Expertise: 3.16

Clear value proposition: 3.67

Secondary Priorities

Testimonials: 4.33

Case studies: 4.67

Accessible contact info: 6

Thorough leadership content: 6.66

There were countless misses on the current website, and it was having a significant negative impact on the company.

Quotes from interviewees:

“This is confusing because products and solutions... I just want one of those. Pick one you want”

“what our partners say about us.. then like put an asterisk and say we call our customers partners bc we want to build a long term blah blah blah. you can have a little fun with it. We don’t call our customers customers, we call them partners and here’s why”

“I don’t know what these certs would be or why they’re important, but maybe an engineering leader might know that better than me”

“It’s too fluffy. It’s too ambiguous. My dream, my dream is to go to Hawaii. I don’t know how you’re going to help me with that. My goal is to build a new part of my website. That is my goal. My dream is different”

“Our commitment to ROI or don’t pay isn’t always as clear. Some partner has come back in the past and say well that’s not really what I wanted and I don’t want to pay for it. Oh well, that’s kinda what you told us to build, and so it get’s a little bit murky”

“ROI or you don’t pay is pretty powerful, eye-catching statement because nobody else has that. But what does that mean...?”

“I don’t know what this means,. I don’t know what these mean either. So I’ll click on products, the top thing and see if it leads me into the right section”

“If you call them partners, I don’t know what you mean. A partner is typically someone, another business you’re doing business with that are either helping you get more business or you’re helping them get more and getting paid for that”

“This is confusing because products and solutions... I just want one of those. Pick one you want”

“I don’t know what these certs would be or why they’re important, but maybe an engineering leader might know that better than me”

“ROI or you don’t pay is pretty powerful, eye-catching statement because nobody else has that. But what does that mean...?”

“I don’t know what this means,. I don’t know what these mean either. So I’ll click on products, the top thing and see if it leads me into the right section”

Site Map

How can we reorganize the user flow and navigation to make more sense for both of our user types?

Using only 5 core services in the navigation made understanding the complexity of each one easier.

Grouping was the most important part of this, because there was a lot of cross over when it came to services working in tandem.

Core Development was particularly difficult because it was not an industry term, but it was the only way our department heads could ration the collection of services under that tab. Core Development now houses 6 sub-services that all relate to business development, but use technical titles that will make sense for the target audience interacting with this service.

Lo-Fi Mockups

Starting from scratch

We needed to re-write and create all of the content for the current website, while we worked to find a place to put it.

Our goal for the content was to provide enough technical information, gain trust and authority, and improve comprehension rates.

To avoid overcrowding the user with verbiage they couldn't understand, we made the content easily scannable.

Branding

Creating a more trustworthy first impression by making a tech company look like a tech company.

In the first 2 months of my career as a graphic designer, I was able to reinvent the face of a global company. I created iterations, led approval meetings with company founders, and created an extensive 40 page brand guide for In Time Tec.