Blended Collective WEBSITE REDESIGN
Blended Collective WEBSITE REDESIGN
Blended Collective WEBSITE REDESIGN
Blended Collective WEBSITE REDESIGN
Blended Collective WEBSITE REDESIGN
Blended Collective WEBSITE REDESIGN
Role
Role
Lead UX Designer
Lead UX Designer
Collaborators
Collaborators
Amelia Learner
Niki Moore
Jenny Do
Olivia Hollenbeck
Amelia Learner
Niki Moore
Jenny Do
Olivia Hollenbeck
Tools
Tools
Figma
Miro
ChatGPT
Slack
Figma
Miro
ChatGPT
Slack
Project Overview
Project Overview
Refreshing Blended Collective’s digital presence to match their creative, credible, and multicultural brand
Refreshing Blended Collective’s digital presence to match their creative, credible, and multicultural brand
Blended Collective is a marketing and brand consultancy that helps companies reach broader audiences through strategy and design. But their website wasn’t communicating their strengths.
Blended Collective is a marketing and brand consultancy that helps companies reach broader audiences through strategy and design. But their website wasn’t communicating their strengths.
Their website lacked a modern, credible presence that reflected its creative expertise. Dense content and poor information architecture made it difficult for users to understand the firm’s services or navigate efficiently. The client also wanted to boost engagement through more dynamic and interactive elements.
Their website lacked a modern, credible presence that reflected its creative expertise. Dense content and poor information architecture made it difficult for users to understand the firm’s services or navigate efficiently. The client also wanted to boost engagement through more dynamic and interactive elements.
The Current Space
The Current Space
In today’s digital landscape, a company’s website is often its first impression, especially for creative consultancies
In today’s digital landscape, a company’s website is often its first impression, especially for creative consultancies
A lack of clarity or visual credibility can quickly weaken trust and lose potential clients. Blended Collective needed a digital presence that reflected their expertise and made it easy for users to understand their work and values.
A lack of clarity or visual credibility can quickly weaken trust and lose potential clients. Blended Collective needed a digital presence that reflected their expertise and made it easy for users to understand their work and values.
SO WHAT?
SO WHAT?
If Blended Collective wants to position itself as a leading marketing consultancy, its online experience needs to match the quality of its strategy and creative work
If Blended Collective wants to position itself as a leading marketing consultancy, its online experience needs to match the quality of its strategy and creative work
A well-designed website is not just an aesthetic upgrade. It is a business tool that strengthens credibility, builds trust, and turns curiosity into client relationships.
A well-designed website is not just an aesthetic upgrade. It is a business tool that strengthens credibility, builds trust, and turns curiosity into client relationships.
THE SOLUTION
THE SOLUTION
A redesigned website that turns their expertise and brand story into a clear, engaging digital experience
A redesigned website that turns their expertise and brand story into a clear, engaging digital experience
RESEARCH
RESEARCH
Research explored client expectations and how effectively the site conveyed Blended Collective’s expertise
Research explored client expectations and how effectively the site conveyed Blended Collective’s expertise
To guide the redesign, we conducted user interviews, surveys, usability tests, heuristic evaluations, and a review of site analytics to identify key pain points and opportunities.
To guide the redesign, we conducted user interviews, surveys, usability tests, heuristic evaluations, and a review of site analytics to identify key pain points and opportunities.
Key Research Goals
Key Research Goals
Understand what drives clients when choosing a consultancy
Identify usability issues affecting navigation and clarity
Learn user expectations around branding, visuals, and interactivity
Evaluate how well the site communicates services and values
Understand what drives clients when choosing a consultancy
Identify usability issues affecting navigation and clarity
Learn user expectations around branding, visuals, and interactivity
Evaluate how well the site communicates services and values
AI tools also supported early research stages by helping refine survey and interview questions for clarity and neutrality, and by assisting in organizing qualitative feedback during initial synthesis.
AI tools also supported early research stages by helping refine survey and interview questions for clarity and neutrality, and by assisting in organizing qualitative feedback during initial synthesis.
Surveys
Surveys
A survey distributed to potential clients and marketing groups revealed:
A survey distributed to potential clients and marketing groups revealed:
The survey helped us understand what potential clients look for when evaluating a marketing consultancy and what makes a website feel credible and trustworthy.
The survey helped us understand what potential clients look for when evaluating a marketing consultancy and what makes a website feel credible and trustworthy.
The most important information on a consultancy website includes past work, process, and team bios
The most important information on a consultancy website includes past work, process, and team bios
A clean, organized layout is the feature that stands out most
A clean, organized layout is the feature that stands out most
Detailed case studies immediately build trust, followed by clear navigation and an intuitive layout
Detailed case studies immediately build trust, followed by clear navigation and an intuitive layout
Key Takeaways
Key Takeaways
Visual Design: Users expect a modern, polished site that inspires confidence
Service Clarity: Clear, detailed service descriptions help users understand value
Credibility Proof: Case studies and team bios strongly influence engagement
User Interviews & Usability Testing
User Interviews & Usability Testing
User interviews and usability tests revealed navigation, visual, and engagement issues that guided key improvements to structure, content, and overall experience
User interviews and usability tests revealed navigation, visual, and engagement issues that guided key improvements to structure, content, and overall experience
After synthesizing user feedback, we identified several usability and content issues:
After synthesizing user feedback, we identified several usability and content issues:
Design didn’t reflect Blended Collective’s expertise, which hurt first impressions and credibility
Case studies were a key factor in client decision-making
Long pages and dense text reduced engagement
Users wanted more visuals (charts, images, graphics) to break up content
Important information, such as client testimonials, was difficult to find
Confusion between “Work” and “Process” created navigation friction
HEURISTIC EVALUATION
HEURISTIC EVALUATION
We identified key usability issues that informed priorities for improving design, navigation, and overall user experience
We identified key usability issues that informed priorities for improving design, navigation, and overall user experience
Our heuristic evaluation revealed several usability gaps that affected credibility and navigation. Inconsistent styling, dense content, and unclear link behaviors made the site feel cluttered and difficult to use. Additionally, missing visuals and confusing page labels limited user understanding of Blended Collective’s work and process.
Our heuristic evaluation revealed several usability gaps that affected credibility and navigation. Inconsistent styling, dense content, and unclear link behaviors made the site feel cluttered and difficult to use. Additionally, missing visuals and confusing page labels limited user understanding of Blended Collective’s work and process.
DELIVERABLES
DELIVERABLES
Based on our research findings, we created several deliverables to guide the redesign
Based on our research findings, we created several deliverables to guide the redesign
USER PERSONAS
USER PERSONAS
Developed three personas representing Blended Collective’s primary user groups
Developed three personas representing Blended Collective’s primary user groups
Each persona captured distinct needs, goals, and pain points that guided decisions around content, navigation, and visual design.
Each persona captured distinct needs, goals, and pain points that guided decisions around content, navigation, and visual design.
JOURNEY MAP
JOURNEY MAP
Mapped the user journey to understand interactions, emotions, and pain points
Mapped the user journey to understand interactions, emotions, and pain points
This process revealed opportunities to improve website navigation, content clarity, and overall user engagement.
This process revealed opportunities to improve website navigation, content clarity, and overall user engagement.
UX Requirements
UX Requirements
Defined key UX requirements informed by research, personas, and journey mapping
Defined key UX requirements informed by research, personas, and journey mapping
These requirements outlined the specific changes needed to improve usability, strengthen visual communication, and increase engagement across the site. They also served as a clear rationale for design decisions during stakeholder reviews.
These requirements outlined the specific changes needed to improve usability, strengthen visual communication, and increase engagement across the site. They also served as a clear rationale for design decisions during stakeholder reviews.
INFormation Architecture
INFormation Architecture
Developed a revised site map to clarify structure and reduce user friction
Developed a revised site map to clarify structure and reduce user friction
The updated architecture makes services, case studies, and company information easier to find and aligns the site’s structure with user expectations for clearer, more intuitive navigation.
The updated architecture makes services, case studies, and company information easier to find and aligns the site’s structure with user expectations for clearer, more intuitive navigation.
DESIGN & IDEATION
DESIGN & IDEATION
Brainstormed and sketched concepts to improve navigation, reduce dense text, and add interactive elements
Brainstormed and sketched concepts to improve navigation, reduce dense text, and add interactive elements
In these early explorations, we focused on creating smoother user flows and more engaging layouts. Quick sketches helped us identify opportunities to improve hierarchy and prioritize features based on user needs.
In these early explorations, we focused on creating smoother user flows and more engaging layouts. Quick sketches helped us identify opportunities to improve hierarchy and prioritize features based on user needs.
AI tools supported early ideation by helping brainstorm alternative approaches, suggest workshop methods, and push exploration beyond initial concepts.
AI tools supported early ideation by helping brainstorm alternative approaches, suggest workshop methods, and push exploration beyond initial concepts.
LO-FI Wireframes
LO-FI Wireframes
Created low-fidelity wireframes to test layout, navigation, and content structure
Created low-fidelity wireframes to test layout, navigation, and content structure
These early wireframes helped validate key layout decisions, refine information hierarchy, and test whether the proposed structure aligned with user expectations. Quick user tests at this stage also guided small but important adjustments before moving into higher-fidelity designs.
These early wireframes helped validate key layout decisions, refine information hierarchy, and test whether the proposed structure aligned with user expectations. Quick user tests at this stage also guided small but important adjustments before moving into higher-fidelity designs.
Iterative testing & Improvements
Iterative testing & Improvements
Conducted usability testing on early wireframes to gather feedback and refine key pages
Conducted usability testing on early wireframes to gather feedback and refine key pages
User insights and stakeholder feedback guided refinements to navigation flow, content clarity, and overall page structure. These iterations ensured the design aligned with user expectations before moving into high-fidelity exploration.
User insights and stakeholder feedback guided refinements to navigation flow, content clarity, and overall page structure. These iterations ensured the design aligned with user expectations before moving into high-fidelity exploration.
WIREFRAME FLOW
WIREFRAME FLOW
Mapped the user flow to visualize navigation across key sections of the redesigned site
Mapped the user flow to visualize navigation across key sections of the redesigned site
This flow helped validate the site structure early, clarify how pages connect, and outline key features for development. It also ensured content priorities aligned with user needs before moving into high-fidelity design.
This flow helped validate the site structure early, clarify how pages connect, and outline key features for development. It also ensured content priorities aligned with user needs before moving into high-fidelity design.
User TESTING & THE IMPACT
User TESTING & THE IMPACT
72.9% faster task completion, revealing users navigated the site and found key information significantly quicker in the redesign than the original
72.9% faster task completion, revealing users navigated the site and found key information significantly quicker in the redesign than the original
We tested 12 participants, six on the original site and six on the redesigned version, to measure the impact of our improvements.
We tested 12 participants, six on the original site and six on the redesigned version, to measure the impact of our improvements.
Each participant completed identical tasks, such as finding contact information and identifying the site’s main message, which allowed direct comparison of performance and usability.
Each participant completed identical tasks, such as finding contact information and identifying the site’s main message, which allowed direct comparison of performance and usability.
Preference testing also showed that all participants preferred the redesigned site. They cited clearer navigation, more modern visuals, and a stronger understanding of what the company offers.
Preference testing also showed that all participants preferred the redesigned site. They cited clearer navigation, more modern visuals, and a stronger understanding of what the company offers.
FINAL DESIGN
FINAL DESIGN
The redesigned website resolves key usability issues and better reflects Blended Collective’s expertise and creativity
The redesigned website resolves key usability issues and better reflects Blended Collective’s expertise and creativity
HOME PAGE
HOME PAGE
Modernizing the homepage to better reflect the brand
Modernizing the homepage to better reflect the brand
The redesigned homepage creates a clearer and more modern first impression. A bold opening statement paired with a dynamic word animation quickly communicates Blended Collective’s focus on authenticity, culture, and diversity, helping users understand the brand faster.
The redesigned homepage creates a clearer and more modern first impression. A bold opening statement paired with a dynamic word animation quickly communicates Blended Collective’s focus on authenticity, culture, and diversity, helping users understand the brand faster.
ABOUT
ABOUT
Reordering content to prioritize the team and founder story
Reordering content to prioritize the team and founder story
I restructured the About page to lead with the founder and the team, reflecting user feedback that this was the information they cared about most. This reordering makes the page feel clearer and less overwhelming, builds credibility earlier, and gives visitors a stronger sense of the people behind the brand before introducing the broader mission.
I restructured the About page to lead with the founder and the team, reflecting user feedback that this was the information they cared about most. This reordering makes the page feel clearer and less overwhelming, builds credibility earlier, and gives visitors a stronger sense of the people behind the brand before introducing the broader mission.
WORK
WORK
Making the Work page more visual, interactive, and impact-driven
Making the Work page more visual, interactive, and impact-driven
The original Work page began with partnerships and engagements, pushing case studies far down the page and making them difficult to find. I redesigned the page to open with a horizontal scrolling banner of client logos for quick credibility, followed by a grid of interactive case study cards with hover-revealed descriptions. New filters let users sort by industry or service, helping them find relevant work faster. Each case study now leads with measurable impact so visitors understand Blended Collective’s results immediately.
The original Work page began with partnerships and engagements, pushing case studies far down the page and making them difficult to find. I redesigned the page to open with a horizontal scrolling banner of client logos for quick credibility, followed by a grid of interactive case study cards with hover-revealed descriptions. New filters let users sort by industry or service, helping them find relevant work faster. Each case study now leads with measurable impact so visitors understand Blended Collective’s results immediately.
WHAT WE DO
WHAT WE DO
Presenting services and process through interactive, easy-to-scan design
Presenting services and process through interactive, easy-to-scan design
I redesigned this section by replacing long text blocks with an accordion that breaks the process into clear steps. On the Services page, flipping cards let users quickly scan offerings and reveal details only when needed. These interactions make the content easier to explore, reduce cognitive load, and keep the experience engaging.
I redesigned this section by replacing long text blocks with an accordion that breaks the process into clear steps. On the Services page, flipping cards let users quickly scan offerings and reveal details only when needed. These interactions make the content easier to explore, reduce cognitive load, and keep the experience engaging.
RESOURCES
Streamlining the book and blog sections for consistency and easier browsing
Streamlining the book and blog sections for consistency and easier browsing
I redesigned the Resources page to match the updated visual style and reduce redundancy. Previously, book promotions appeared repeatedly across the site, which users found distracting. The book is now featured once in a dedicated section, and blog posts include images, tags, and short descriptions for quicker scanning. New filters also make finding relevant content faster and more intuitive.
I redesigned the Resources page to match the updated visual style and reduce redundancy. Previously, book promotions appeared repeatedly across the site, which users found distracting. The book is now featured once in a dedicated section, and blog posts include images, tags, and short descriptions for quicker scanning. New filters also make finding relevant content faster and more intuitive.
TESTIMONIALS AND PARTNERSHIPS
TESTIMONIALS AND PARTNERSHIPS
Restructuring content to reduce scrolling and improve engagement
Restructuring content to reduce scrolling and improve engagement
I redesigned both pages to make content easier to view and navigate. Testimonials were reformatted into a more compact, visually engaging layout that reduces unnecessary scrolling. The Partnerships section was moved off the Work page and into its own space, preventing distraction and helping users reach case studies faster.
I redesigned both pages to make content easier to view and navigate. Testimonials were reformatted into a more compact, visually engaging layout that reduces unnecessary scrolling. The Partnerships section was moved off the Work page and into its own space, preventing distraction and helping users reach case studies faster.
CONTACT
Improving clarity and consistency for a more welcoming Contact page
Improving clarity and consistency for a more welcoming Contact page
The Contact page was redesigned to match the updated visual style and present information more clearly. Clean typography, balanced spacing, and refined visuals make it easier to read and create a more inviting, cohesive end point for users.
REFLECTION
Results & Impact
The redesign resulted in a 72.9% faster average task completion time
The redesign resulted in a 72.9% faster average task completion time
Users found the site easier to navigate, clearer in messaging, and more visually engaging. Feedback from both users and the client confirmed that the redesigned site more accurately reflects Blended Collective’s expertise and brand identity.
Client Handoff
Delivered detailed design specs and implementation recommendations for a smooth developer handoff
Delivered detailed design specs and implementation recommendations for a smooth developer handoff
Next steps included finalizing the brand style guide and planning post-launch usability testing to ensure the site continues to meet user needs.
FINAL THOUGHTS
Reinforced the importance of helping clients clarify their goals through research, testing, and collaboration
Reinforced the importance of helping clients clarify their goals through research, testing, and collaboration
This project deepened my understanding of balancing user needs with business objectives like SEO and content strategy. It strengthened my ability to guide clients thoughtfully and approach design with both creativity and strategic intent.