Consulting Website Redesign
Client: OmniKai
Timeline: 12 weeks
Role: UX/UI Designer
The Challenge
OmniKai's website didn't reflect business changes from the past couple of years, resulting in low conversion rates and decreased client contracts.
The Solution
Redesign OmniKai’s website, including user flows and brand identity, to effectively communicate their mission, services, and resonate with prospective clients.
Stakeholder Interview
I met with OmniKai’s Founder to understand their website’s strengths, challenges, and key objectives for the redesign. The key takeaways were:
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Low conversion rates have made it difficult to secure client contracts.
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The website no longer reflects recent company changes or current values.
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A branding overhaul is needed to attract a broader audience and convey empathy, leadership, and trust.
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The primary goal is to drive more prospective clients to schedule consultations and, ultimately, hire OmniKai. The website must resonate with their audience and effectively address client pain points.
Competitor Research
I researched 4 competitors to identify what works well and what needs improvement. I analyzed the user flow for the appointment process, key service and case study features, and consulting marketing.
How Might We?
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How might we help OmniKai achieve the goal of increasing client contracts?
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How might we redesign Omnikai’s website to effectively market their mission and services, and resonate with prospective clients?
User Persona
I defined the user persona based on insights from user research.
Sitemap
After analyzing the existing website structure, I created a new sitemap to streamline navigation.
User Flow
I created the user flow of a prospective client seeking to connect with OmniKai for consulting services.
Sketch
Here's a few sketches I completed for the initial design.
Wireframes
I created low-fidelity wireframes in Figma for all pages. Below are the home, about, change management and case study pages.
Usability Testing
I conducted moderated user testing with 3 participants and asked them to complete 5 tasks. I identified 3 areas to improve the user experience. Below are my findings with the before and after:
User Problem #1
Before: participants needed more information connecting users' pain points with how OmniKai solves them.
After: there's an additional section on the home and about page that connects the users' needs to OmniKai’s services.
User Problem #2
Before: users could only reach out for a consultation through this contact form.
After: users can schedule a free 30 minute consultation with OmniKai through 2 steps
User Problem #3
Before: users could only access other case studies by going to a different service page.
After: users can read more case studies on the same case study page.
User Interface
Mockups
After user testing, I iterated the designs and applied the design system to create consistency across the site. Here are 4 of 13 pages:
Prototype
I created a high-fidelity prototype to ensure a realistic experience for user testing.