Rpa
This case study outlines the process involved in redesigning the website for RPA, an advertising agency, to enhance our user experience, improve engagement and drive conversions.
Team Members
The Client
UX Designer: Cayce Cooter
Art Director: Juniper Bower
Creative Director: Liz Cordingley
Lead Developer: Bradley Stone
RPA Advertising Agency
My Role
Product Design
UX Design
UI Design
Prototyping
Tools
Figma
Notion
Jiro
Overview
This case study outlines our process involved in redesigning RPA’s advertising agency website to enhance our user experience, improve engagement, and drive conversions. The objective is to create a visually appealing, intuitive, and user-centric website that effectively showcases the agency's services, portfolio, and expertise.
Challenge
Solution
Create a refreshed and visually engaging website that reflects the agency's creativity and innovation.
Quick and easy access to the agency's portfolio, case studies, and client testimonials is essential.
Responsive design and optimized performance are crucial for an enjoyable browsing experience.
Project goals
Refresh the copy and the visual design to reflect the values of the agency
Restructure the site to be more efficient at guiding the users to their desired information
Reconstruct the modules to better demonstrate the work of the agency and give insight to the user before they proceed with their navigation
Research Strategy
To begin the project, extensive research was conducted to understand the target audience, their preferences, and expectations from an advertising agency website. User interviews, surveys, and competitor analysis provided valuable insights into user needs, pain points, and industry best practices.
Personas
Site Maps
As our site map comparison below shows, our previous site lacked the more intuitive features required to meet the needs of our audience. We added a search function and expanded the sub pages for clarity in a user’s navigation.
Wireframes
As you can see from the screens below, we went through lots of changes from wireframes to final iterations. We experimented with the hierarchy and with imagery among many other things to get to where we landed, but the narrative/navigation on the screen from top to bottom consistently stayed the focal point of our process.
Iterations & Development
Once the final design was approved, the development team translated the design into a functional website. Responsive web design techniques were employed to ensure optimal performance across various devices and screen sizes.
Check out the design system
Conclusion
The redesign of the RPA’s website successfully transformed it into a user-centric platform that engages visitors and effectively communicates the agency's capabilities. The UX design process, informed by extensive research resulted in a visually appealing website that aligns with the agency's brand image and drives conversions. Ongoing monitoring and iterative improvements will ensure the website continues to meet user needs and stay ahead in the competitive advertising industry.