UX/UI Case Study
The Brief
A well-established business in Melbourne, Employee Relations Expertise works with large corporations to facilitate internal disputes. Their web presence, however, did not reflect their reputation, with a home-made GoDaddy website. In speaking with the owners, it was clear that they deserved a website that attracted customers, conveyed their vast expertise and breadth of services.
The Solution
We’re all for business owners themselves designing and building their own websites, but there comes a time to level-up. Their branding, though, was already well-planned and on-point, and our job was to simply translate this into digital experience befitting of ERE’s authority and expertise.
The Concept
The visual concept draws inspiration from ERE’s branding, which embodies the notion of an employment relationship. The logo features circular elements symbolising the unity between employers and employees. By integrating these shapes into the design, we highlighted the brand’s emphasis on unity and interconnectedness, ensuring that the visuals align with their overarching strategy of collaboration and togetherness.
Old
New
Design System
To ensure smooth operation and easy management in design and development, we used a design system that centralised buttons and other components as key resources.
Technical UX/UI
The ERE website is designed with simplicity in mind, yet we prioritised inclusivity across all devices. This approach ensures a seamless and accessible user experience, regardless of the device being used.
Responsive Design
The ERE website is designed with simplicity in mind, yet we prioritised inclusivity across all devices. This approach ensures a seamless and accessible user experience, regardless of the device being used.
Technical Performance & Speed
Using nth Degree’s custom WordPress theme, the website is designed to achieve a high grade in GTMetrix’s performance report.
To achieve this, we:
Used nth Degrees’s lightweight custom WordPress theme
Strictly adhered to Google’s Core Web Vitals specifications
Strictly adhered to W3C Web Content Accessibility Guidelines
Search Engine Optimisation
Our first job was to data-mine the client, their marketing collateral, business plans, and other documents that delved deeply into their services, sub-services, and value propositions so we could understand every aspect of their business. After researching every possible keyword target, we devised a site architecture that resulted in 26 targeted URLs.
After planning the on-page information architecture and working with the client on producing optimised content, we had a newly expanded website designed to outperform the competition across measurable SEO metrics.
Conclusion
Employee Relations Expertise has moved beyond its previous GoDaddy website to unveil a more refined digital platform that aligns with its esteemed reputation in Melbourne.
With a focus on a clean design system and technical improvements, including the use of Nth Degree’s custom WordPress theme for optimal performance, the website now strikes a balance between professionalism and accessibility. The meticulous SEO strategy, with its foundation in thorough data mining and collaboration, positions the company for increased online visibility without overshadowing its core values.
