Advertising Agency Website Redesign
Role: UX/UI designer, worked alone, joined the project at a stage
when the website structure was pre-planned, and the visual system
was already approved
Timeline: 1.5 months
Context
RBS is the largest advertising agency in Krasnoyarsk, operating since 1997. The website
has not been updated since the 2000s. They had an outdated structure, tangled navigation, and no mobile version. Clients could not find the right service and leave
a request on their own.
Limitations
At the start of the project, the colors, fonts, and visual components had already been approved: rounded corners, background pattern, page layout. An approximate structure of the site had also been outlined. The task was not to create a visual language
from scratch, but to build the logic of services, navigation, and user scenarios within the already defined visual framework.
Task
Understand why clients cannot find the required service on their own
and submit a request, and restructure the website and user scenarios so that this becomes possible without calling a manager.
Research
I started by studying the current website, then conducted a series of interviews with the company managers to understand the stage of work, as I was brought onto the project not from the beginning, and then I conducted interviews with managers on the client side.
Found out: most of the inquiries come through phone calls because the website
does not explain the services clearly. The hardest part for clients was finding the technical requirements, which is why questions were clarified for each type of service.
Based on this, I created a sitemap categorized by types of services with the key message "ordering advertising is simple", which became the basis of the new structure.
Solutions
Before: the client could not understand what services the agency offers and which of them his request belongs to, so he called.
After: a site map divided by types of services, with a clear message “ordering advertising is simple” as the basis of navigation.
Before: to select and book an advertising structure, you had to call and confirm the addresses and availability.
Now: an address program with filters, a map, and a list that allows the client to independently select and book a structure.
Before: at each step, to view the material or clarify details, it was necessary to contact the manager.
After: previewing the material, downloading the description, and submitting an online application eliminate the need to call at each step.
Before: the website did not work on mobile devices, and part of the audience was being lost.
After: a mobile version was created. I built it from scratch since no prototypes had been made for it.
Result
the website structure has become clearer: the client finds the desired service and leaves a request in 2-3 clicks.
the mobile version made it possible to reach an audience that used to leave.
the agency received a tool that works for sales without the involvement of a manager at each step.