Launchpad solicited our services to establish a brand and website that would evoke immediate quality in the eyes of their users. They sought to differentiate themselves from their competitors while keeping a touch of their previous brand identity.
Once the brand established and the website built, Launchpad was able to redirect its flow of potential users directly to its website, increasing their traffic, customer acquisition, and revenue.
Launchpad solicited our assistance to rework their old website into something which would give their users a premium feel.
Launchpad wanted to convey a story through a very graphic and UI-heavy website. We had to make sure that, while the UI work would establish the premium feel, we could still implement best UX practices to make sure users would not get confused or lost in the page.
Given the nature of Launchpad's request, we wanted to understand the environment in which the website would compete. Therefore, we carried out a competitive analysis, completed heuristic evaluations for everyone of Launchpad's competitor in Australia as well as in the United States.
To not base our designs solely on a competitive analysis e conducted several discovery sessions with Launchpad to go as deep as possible into who their clients are, understanding their pain points, their journey leading up to contacting Launchpad... From this point, we drafted two kinds of personas:
Reworking the old website was the end goal, but given the importance of UI in this project, we had to make sure to establish a proper design system as a foundation to building the website.
Thus, we went through colours, typography, logo usage, tone of voice, photography use, grids, buttons... everything needed to make sure the brand coherency would be respected throughout all touch points of the brand.
The UX data gathered through the personas fuelled the branding direction. We wanted to build a brand that would connect with Launchpad's future users and would allow our clients to dissociate themselves from the competition. In order to give some breathing room to the marketing design and graphic design, we dissociated expressive and productive colours, allowing Launchpad to produce content for different context while still building their brand identity.
Once the brand established in accordance to the personas drafted, we had to make sure the users could navigate the website and find what they sought immediately.
This implied working on two elements together:
Once done, we tested the mid-fidelity wireframes with non-users matching our personas, validated our design, and moved forward.
Once the design finalized, we began development through Webflow, making sure all the designs and animations were properly responsive.
After this project, Launchpad solicited our services to implement new pages to be added to their website soon.