Faculty's website design: UI/UX to boost conversions
In the tech industry, website design is crucial for building credibility and trust by making complex technologies accessible. A well-designed site not only showcases innovation but also drives engagement, increasing conversions and customer loyalty.
Faculty, a London-based applied AI company, faced challenges with generating sales leads through their website. After years of rapid growth, the site became cluttered, with unclear information architecture and user flows, negatively impacting performance and user experience. As the Design Lead, I conducted a competitive analysis to uncover industry standards, analysed online traffic to diagnose performance issues, and collaborated with Faculty's VP of Marketing to propose an optimal solution.
Once we validated the direction,
I led the full website redesign, with the primary goal of increasing 'Contact Us' form submissions. In collaboration with internal design and marketing teams, and external web agency Pollen, we delivered:
01.
Redesigned information architecture:
Redesigned information architecture:
Overhauled the top navigation to align with user needs and best practices in the B2B AI tech sector. Simplified the user journey by prominently positioning the 'Contact Us' button in the top-right corner for constant visibility, making the form quicker and easier to complete, and highlighting client case studies for credibility.
02.
Revamped website pages:
Revamped website pages:
Reworked all site pages - including the homepage, product, services, resources, and company pages - ensuring cross-device and browser responsiveness, while applying a refreshed brand identity (learn more about Faculty's brand refresh here).
03.
New visual communication assets:
New visual communication assets:
Created interactive, product-driven visuals, including icons, illustrations, and UI/UX snapshots, to clearly communicate the company’s offerings, compelling visitors to engage and contact Faculty for more information.
04.
Codified UI components:
Codified UI components:
Standardised UI elements like text styles, buttons, carousels, and sliders to maintain a consistent user experience across the site.
05.
Figma-based design system:
Figma-based design system:
Developed modular design systems in Figma and WordPress, with codified auto-layout components. This empowered Faculty's marketing team to rapidly prototype new pages, optimise them based on traffic insights, and reduce design overhead.
