FASTER FUTURE
Faster Future is a startup tech innovation consulting firm that contracts with the US Government and private corporations. One of my first projects with the company was to redesign the website to make it more user friendly, comprehensive and on-brand. The website contained basic information but did not convey what the services are or why to choose Faster Future. Through prototyping, empathy interviews, journey mapping and collaboration I worked with the team to create a new and responsive Faster Future website. This required aligning management to direction and objectives as well as managing up, in order to create a polished finished website.
Challenge Statement: Redesign the company website so that it is understandable, compelling and clear what the unique value of working with Faster Future.
Tools Used: Figma, Canva, SquareSpace, Mouseflow
Pain Points:
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Out-dated website with unclear company information
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Confusing website messaging that didn't show the company's value or main services
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Simple visual design that didn't catch the user's eye
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Extremely high bounce rate of 90% on the webpage
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Lack of brand identity present on the website
Solves for Pain Points:
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Interactive website created for Faster Future (desktop and mobile version) with the end-user in mind
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Clear company messaging illustrating Faster Future's value adds and core services
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Eye-catching visual designs to engage users and stand out
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Website layout and functions designed for the end-user in mid, reducing bounce rate by over 40%
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Clear branding present throughout the website
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Development of key graphics to illustrate key company value-adds
Original Website
The original website contained basic information and simple graphics. The company's unique value and services were unclear.
Sketches
I began my sketching out each website page, making sure to include key information such as a services section, contact, team, and insights pages.
Website Iteration #1
After sketching out the tentative flow of the website, I made a digital version of the sketches on Figma. Incorporating images and graphs helped bring the page to life and make it more intuitive to understand at a glance. Still, there were may more iterations needed.
Home
Service - Leadership
Service - Vision
Service - Technology
Insights - Blog
Insights - Report
Team
Contact
Website Iteration #2
Through team feedback, iterations, journey mapping and critical thinking I made adjustments with our team to create another digital iteration. The colors were adjusted, text size and placement was changed to make it stand out more, and services were called out on the homepage to help make the business more clear.
Moved the menu bar to the center of the page to help it stand apart from the contact us
Contact Us button rather than a page. The different color button helps it stand out more
Created a banner to differentiate the title from the rest
Home
Service - Leadership
Removed the contact form and replaced it with blog posts
Changed the button from grey to yellow to help it stand out more
A good visual is needed to represent the 3 horizons
Changed banner color to become more eye-catching
Updated how services were displayed to be more informational
Changed the image to fit the brand more
Switched the side of the image, changed to a more on-brand image and added text
Service - Vision
Service - Technology
Added a title, quote and changed the photo
Added section to emphasize innovation more
Added a title
Added a photo
Added a photo
Added a photo
Changed photo to be more on brand
Moved this section to a hidden page (coming soon)
Insights - Blog & Media
No changes made
Insights - Leadership Report
Team
No changes made
Changed image & adjusted layout to improve readability
Changed image & adjusted layout to improve readability
Changed image & adjusted layout to improve readability
Changed image & adjusted layout to improve readability
Added report preveiw
Contact
No changes made
Edited section design to stand out more
Added report download section
What appears when the download button is clicked
Website Iteration #3
Next, I interviewed CEOs and got feedback on our website, informing the next round of major changes. In this version there is an experts section, our value add is called out on the homepage, and my original work is featured as the hero graphic on the homepage. Finally, the Horizon 3 information was moved to the Technology Forecasting section with dropdown sections, so those interested could learn more without the information distracting from more pressing information.
Added "experts" section to increase credibility
Designed this graphic to be featured on the homepage
Added an image & adjusted text format for better readability
New section to make our value add clearer
Home
Changed photo to one more on brand
Added program intro
Added company logo to menu bar & changed the color
Added customer testimonial
Changed header/footer colors
Adjusted copy
Service - Leadership
Service - Vision
Changed the background to black
Service - Technology
When "read more" button is clicked this hidden page appears
Each Horizon tab has a drop down section with further information
Insights - Blog
Insights - Report
Black background added
Black background added
Team
Black background added
Contact
Black background added
Website Iteration - Final
This is the final version of the Faster Future website. I installed heat map tracking as well, so after the official launch of the website I was able to monitor the performance and edit the site to improve performance. The bounce rate was 80% with the original website and after the launch of the updated website, it was reduced to within a normal range. Click each image below to view the live website page.
Home
Service - Leadership
Service - Vision
Service - Technology
Insights - Blog
Insights - Report
Team
Contact