Problem
Palador, a software development firm in Seattle, needed to redesign its website to accomodate new marketing strategies. What started as a quick content update became a complete overhaul as the company realized the need for new structure as well as modern branding. Since the new site will be used more as a sales tool, it needed to differentiate the company from the competition and promote inquiries on new projects.
01Discovery
I ran brainstorming sessions to strategize the best approach for marketing. Starting with motivations and the company bottom-line, we prioritized what would appeal most to clients. Common themes included custom-crafted solutions, end-to-end process with a full-stack shop, personalized attention, and follow-through with service after the sale. Whether a client is filling a void in resources or doesn’t have the skills to DIY, we wanted to show how Palador offers efficiency and flexibility to provide the right solution with a problem/solution approach.
technology-oriented
The site should convey the sense that they’re experts in tech, knowing which technology should be used for each situation. Clients trust Palador because they’re industry leaders.
personal connection
Avoid corporate muck. Palador wants clients to know they work with you directly to see you through the whole process, even after delivery. Use client testimonials to build rapport.
results-driven
Too many firms apply a cookie cutter solution. We need to illustrate how Palador discovers what clients actually need to tailor scope and results to their team and process.
02User Research
Moss: recruit
Moss is a software dev who spent the last few years at large tech firms. Currently feeling a bit burned out by giant corporations, he’d like to work at a smaller company where he feels like his contributions matter and he’s not a cog in the wheel. Moss is ambitious, loves to learn new things, and wants to do something with a new technology. Work-life balance is important to him.
Roy: it director
Roy is in charge of IT strategy for a large firm in Bellevue that is currently upgrading their software system. While they have their own dev team, Roy realizes they do not have the time or level of skill to properly execute a project of this magnitude. Looking for an outside firm to provide peace of mind, he wants proven expertise and people who are easy to work with.
Jen: marketing manager
Jen leads the marketing department at a large health services organization. Her team thought of a great idea for a unique tool to bolster their B-C relationship, so now she needs to find the means to build it. Lacking technical knowledge, she needs guidance picking the right solution and wants a company to create the app and follow through with maintenance needs.
Dennis: consulting manager
Dennis works at a project management consulting firm that occasionally needs technical resources for a dev project to fill in a hole in resources. Their MO is for ongoing relationships with clients and would prefer to find a partner to fill that need on an on-call basis. Dennis is looking for a company that is a reliable source of talent with clear-cut client satisfaction.
I came here to drink milk and kick ass. And I've just finished drinking my milk.
—Moss03Information Architecture
Brainstorming the features users were looking for on each page (categorized by technology, personability, and culture), I organized the site map and content to target each persona where they would go.
Site Map
04Wireframes
full case study coming soon