Open Access Ltd: Website Refresh
I led the redesign of Open Access' website to improve its unoptimized information architecture, poor navigation, and high bounce rates. Additionally, I modernized the brand identity to create a more cohesive and engaging experience. By developing a user-friendly, responsive interface, we significantly boosted lead generation and positioned Open Access ahead of its competitors.
Date
September 2020
Role
Lead UX/UI Designer / Graphic Designer
Company
Open Access Ltd.
Problem
Open Access' existing website was littered with issues that lead to high bounce rates and low engagement.
Outdated design and poor user interface
The existing website features a dated design with cluttered layouts and an outdated aesthetic that does not align with modern design standards or the evolving brand.
Unintuitive navigation causing frustration:
The current site structure is confusing, with a complex menu system and difficult-to-find information. Users often struggle to navigate through key pages or locate important content, resulting in frustration.
Low responsiveness across devices, impacting user experience:
The website is not optimized for mobile and tablet devices, leading to poor performance and usability on smaller screens.
Inconsistent with Open Access Ltd.'s evolving brand identity:
The current website does not reflect the modern, forward-thinking image that Open Access Ltd. strives to project. The design, colors, and visual elements are disconnected from the company’s updated brand guidelines
Goals
I led a comprehensive website redesign focused on improving user experience. This included a clean, modern interface, intuitive navigation, and a clear content hierarchy. We implemented responsive design to ensure seamless usability across all devices and created compelling calls-to-action to guide users through the site effectively.
To effectively redesign the website with a focus on improving user experience, I set these OKRs for myself to measure the impact of my designs and keep myself on track with my goals:
Objective 1: Improve user experience and engagement on the website
KR1: Reduce bounce rate by 20% within the first 3 months post-launch
KR2: Increase average session duration by 25%
Objective 2: Strengthen brand presence and credibility online
KR1: Ensure 100% of pages align with updated brand guidelines
KR3: Increase branded search traffic by 15% in 6 months
Objective 3: Drive qualified leads through improved site functionality
KR1: Increase contact form submissions by 30%
KR2: Improve conversion rate on key pages (e.g., services, contact) by 20%
KR3: Track and report user interactions with CTAs to measure intent and optimize placement
Next Steps
Restructure the Information Architecture (IA):
The first and most critical step is to address the disorganized content structure. We’ll map out a clearer hierarchy that aligns with user goals and business priorities to ensure visitors can find what they need quickly and intuitively.
Improve Responsiveness:
Modern Devices come in all shapes and sizes, so optimizing for a wide variety of viewports early in the process will ensure a consistent and positive experience across devices.
Align Visual Design with Updated Brand Identity:
Begin visual design work that reflects Open Access Ltd.’s modern, professional tone—improving trust, brand perception, and engagement.
Add Shopping Features
Add interactive components in the plan shopping and comparison journeys to increase user engagement and site usability.
Result
As a result of the redesign, Open Access Ltd. saw significant improvements in user engagement, lead generation, and overall brand perception:
Bounce rate decreased by 35% within the first two months post-launch, indicating improved usability and more effective content structure.
Average session duration increased by 28%, showing higher user interest and engagement with the newly organized content.
Mobile traffic engagement improved, with a 50% reduction in mobile drop-off rates, thanks to responsive design enhancements.