We worked with leading cloud transformation and data analytics providers TiG to reimagine their brand and online presence. As Digital/UX Lead my job was to work closely with the stakeholders, branding team and copywriter to produce a bold new identity, online presence and user experience.

How to improve?

We looked at TiG's competitors to establish commonalities and patterns in their information architecture and used that to assess where TiG could improve how users navigate their website. The analysis revealed how poorly the existing architecture was executed and what the optimal approach should be.

What goes where?

After combining analysis of the optimum navigational structure, client feedback and supplied content we were in a position to have a working high-level navigational structure. I then ran a UX workshop with a key group of stakeholders using this structure as a set of categories that our cards could be arranged under. I started with around 40 cards and deliberately tried to avoid duplicating words or terms so to not prejudice any sorting.

Feedback and iteration

I then took the architecture, content and some early copy and put together a clickable lo-fi wireframe prototype that we could give to users for testing, feedback and iterations.

Test and refine

Using the wireframe prototype as a starting point and working closely with our brand design team, photographer and copywriter I was able to mockup the user interface for desktop, tablet and mobile to create usable hi-res prototypes that could be tested and iterated to further refine the experience.

Build it yourself

From the UI designs I was then able to put together a library of modular functional and visual components that the client can use to build out pages and sections on the site. These components overlap and intersect to create a content flow on the page that allows the user's eye to ease through content-heavy areas of the site.

A new presence

We assigned gradients, colours, graphic elements and photography from the branding piece to specific key areas within TiG's extensive offering. This, in conjunction with the component library and work done on the information architecture and user experience allowed me to produce a bold and confident new website and online presence that sets TiG apart in their field.