WEBSITE DESIGN • USER EXPERIENCE • USER INTERFACE • RESPONSIVE DESIGN

The Challenge

The problem with the old GLI (Global Logistics Internet) website was that it did not accurately represent the company culture or what the company actually does. It was very badly designed with minimal to no details about the company itself, no insight into what the company specializes in, the site lacked warmth and empathy and there was no defined audience for the site. Some of the issues that interviewees had with the site were: The photography on the site was obviously stock photography | No idea of who worked at the company | An absence of warmth or a personal element | No real people on the site conveyed lack of trust | Would be nice to see some aspects of company culture | The colour scheme conveyed being safe and corporate | Lack of innovation from looking at the website | Logo seemed old fashioned.

My Role

As the Lead Designer, I worked closely with the UX Architect as well as the HR Department and various other stakeholders to determine who the target audience was. It was decided that the company wanted to focus its attention on attracting more talent rather than clients as this was the biggest issue HR was facing. We then began researching competitors and creating mood boards for the design direction we wanted to go in. Once our research was done - I began be designing wireframes as well as UI for the website.

The Result

We gave the site a full makeover with our new target audience in mind. The logo and colour palette were updated, real photography was added to the site, company culture was portrayed, the job ads were given a major facelift and the company's perks and benefits were highlighted as a bonus to attract more talent and potential employees could now apply online to work for GLI. As a result of this redesign, HR went from struggling to hire for one position to filling 7 new positions fairly quickly!