BigPxl
BigPxl is a small, full-service digital marketing company based in Springfield, MO providing an extensive list of both technical and creative web services for nearly the past decade.
Prototyping Samples
View select prototypes to understand how a user might engage with specific components throughout their experience with this project.
Alternatively, to further explore this project, view in Figma.
Project Overview
Deliverables: User personas, user flows, journey maps, sitemap, components, and high-fidelity homepage prototype.
As the marketing industry and related web technologies continue to rapidly advance, BigPxl is growing concerned with how to match local competition in the race to keep up.
They are realigning their provided services to allow for a deep dive into marketing specialties while scaling back web design and hosting to be secondary focuses.
They are looking to overhaul the visuals and hierarchy of their website to reflect that goal clearly to prospective clients.
Problems
An overload of offered services, unclear language, and confusing information hierarchy freezes a user’s journey
The current website is geared too heavily toward showcasing expertise and neglects to cater to solution and client-centered content
Current images and icons often do not add to a user’s understanding of the content but rather overwhelm the user
Company branding causes web accessibility issues
Design Goals
Simplify offered services with categorization and showcase it with high priority and solution-focused language upfront
Rely on people-based imagery and projects to reinforce the company’s strong culture and appeal to client relations
Maintain company personality and branding while addressing web accessibility issues
Visualizing a journey
Every business can benefit from marketing, but the goals and types of marketing can vary drastically. Developing personas for a wide range of potential client and business circumstances helped me empathize with how to concisely convey complicated services in a way that further propels user journeys on the new BigPxl site.
Wireframe Blocks
Wireframing is essential for ideating stackable, responsive, and collapsible design. Prior to the distraction of color, imagery, typography, and more, you can think up small and simple block concepts that can turn into a grand design scheme.
Internal Resource Development
During this project, BigPxl expressed their need for a sitemapping resource that could be manipulated seamlessly during a live client presentation in Figma.
Essentially, bringing the capabilities and power of the online sitemapping resource Octopus into Figma through variants, components, and auto-layouts.
Lessons and Takeaways
Don’t be afraid to go dark. The neon yellow and neon green of BigPxl branding tended to strain user eyesight when sported on light interfaces. Exploring a dark website theme greatly boosted accessibility contrast and eased viewing strain.
Additionally, users subconsciously attribute credibility and trust to people first and technology second. The team found users of the old site were particularly drawn to the ‘Meet the Team’ page because the people on it and their personalities resonated with them and their needs. As a result, it was important to recreate that same trust and experience higher in the website’s information hierarchy than it previously was.
Lastly, content is powerful, but BigPxl focused too much on telling the user of its expertise instead of on how to naturally show it. Therefore, it was important to highlight company projects and work sooner in the information hierarchy as well.