Situation:
An internal automation and business intelligence team approached us with a pressing question: “Why aren’t people using our product?” As the lead designer on my team, I volunteered to perform a thorough audit of their digital identity to uncover the root causes and explore how we could help them drive greater engagement.

Approach:
We began by conducting a comprehensive audit of their existing digital marketing strategies and assets. While there were some positive elements, such as a playful robot mascot and a few introductory promo videos, there were also several critical areas in need of improvement.

One major issue stood out: the team had prominently featured an “accomplishment” on their homepage that inadvertently highlighted a potential fear for their user base. This message was front and center, positioned above the fold on a large orange banner, likely alienating the very users they wanted to attract.

After diagnosing these issues, we led the team through a fresh identity assessment, shifting the focus to address the needs and concerns of their target audience. From there, we redesigned the website’s structure, creating a new sitemap that prioritized user needs and ease of navigation. Our design team developed a futuristic, colorful visual theme that was both engaging and inviting, aligning the digital experience with the innovative nature of their product.