The Grey Acumen website refresh transformed an outdated, cluttered site into a modern, engaging platform. By applying strategic design principles, we improved user experience and strengthened brand identity, resulting in higher user engagement and conversions. This project showcases the power of visual design in driving business success.
UX/UI Designer
Myself
Head of Product
1 Mobile Engineer
Figma
Notion
March 2024 - April 2024
5 Weeks (200 hours)
The Grey Acumen website had not been updated in several years, and it was evident that many customer pain points needed to be addressed. Our primary objectives were to enhance the user experience, modernize the website's aesthetic, and boost conversions for our cloud solutions services. However, we faced a significant constraint: there was no scope for a back-end rebuild. This meant we had to innovate within the existing framework, focusing solely on transforming the front end.
Examining the old homepage, it was apparent that the goal had been to present as much information as possible above the fold. This approach likely stemmed from past business or marketing requirements. While it was impressive that the original designer managed to accommodate numerous elements within the limited space, the result was a cluttered and overwhelming interface. This layout made it challenging for users to navigate and locate the information they needed.
To address these issues, we leveraged insights from web analytics and user feedback on the previous Grey Acumen homepage. These insights were crucial in guiding our redesign process, ensuring that the new design would be both user-friendly and aesthetically pleasing, ultimately leading to improved engagement and higher conversion rates.
Given the constraints of working within the existing website framework, we adopted a modular approach to refresh the Grey Acumen site. Our strategy was to deconstruct the old layout into distinct, manageable modules, prioritize them, and brainstorm creative solutions for each. This method allowed us to maintain the integrity of the current back-end while significantly enhancing the front-end experience.
The hero banner serves as the pivotal introduction to Grey Acumen, setting the tone for the entire user experience. It was crucial to create a welcoming and informative entry point that immediately communicates our expertise and value. The old banner's full-width layout lacked a fixed width, resulting in a stretched and unbalanced appearance that detracted from the site's professionalism.
By transforming the hero banner, we not only modernized the visual appeal of the homepage but also created a more effective and engaging user experience. This redesign ensures that the first impression of Grey Acumen is one of professionalism, trust, and expertise, setting the stage for deeper user engagement and conversion.
I wasn’t a big fan of the old "Why Choose Us?" section, which relied heavily on outdated infographics. These infographics, though informative, often felt static and failed to engage users effectively. They did not convey the dynamic nature of Grey Acumen’s offerings and seemed more like bland, static charts rather than compelling reasons to choose us.
To address this, we redesigned the section to look more like compelling, narrative-driven content. The new design integrates modern visuals with engaging text that highlights the key benefits of our services. By focusing on storytelling and using a visually appealing layout, we were able to better communicate the unique value that Grey Acumen provides.
This approach not only makes the information more digestible but also more persuasive, ensuring that potential clients can quickly understand and appreciate why Grey Acumen is the best choice for their cloud solutions needs.
Research indicated that many of our visitors were eager to learn about the range of cloud solutions Grey Acumen offers. To address this, we created a new section that clearly outlines our core services. This section prominently displays the six key services we provide, each accompanied by a brief and compelling description.
We strategically placed this section in a prime location on the homepage, serving as a gateway for users to discover more about what Grey Acumen can do for their enterprise. Each service is presented with a clean, modern design, making it easy for users to quickly understand the breadth and depth of our offerings.
This approach ensures that potential clients can effortlessly navigate through the services we offer, helping them find the solutions that best fit their needs and reinforcing Grey Acumen’s position as a leading provider of comprehensive cloud solutions.
During our initial analysis, it became clear that Grey Acumen's branding was not as strong or cohesive as it could be. The old design lacked a unified visual identity, which made it difficult for users to immediately recognize and trust our brand. This inconsistency diluted our message and weakened the overall impact of our online presence.
To address these issues, we first identified key elements that define Grey Acumen’s brand: trust, expertise, and innovation. We then applied fundamental design principles to create a cohesive and visually appealing identity that reflects these values.
Consistency: We standardized colors, fonts, and imagery across the website to create a uniform look and feel. This consistency helps reinforce our brand identity and makes the site more visually appealing.
Clarity: We focused on clean, simple designs that communicate our message clearly. By removing unnecessary clutter and using whitespace effectively, we made it easier for users to navigate the site and find the information they need.
Engagement: Through thoughtful layout and compelling visuals, we created an engaging user experience. Each section is designed to capture attention and guide users smoothly through their journey on the site.
By addressing these branding issues and applying these design principles, we not only enhanced the aesthetic appeal of the Grey Acumen website but also strengthened our brand’s presence. This cohesive, user-friendly design ensures that visitors immediately recognize and trust Grey Acumen as a leading provider of cloud solutions.
Once we were satisfied with the new design, we A/B tested it against the old version with a small segment of our user base. To our delight, the refreshed design significantly outperformed the old one in key metrics. Despite the constraints of working within the existing framework, this project was both challenging and rewarding.
The final design of the Grey Acumen website reflects a thoughtful blend of modern aesthetics, user-centric principles, and strategic branding. By addressing key pain points, simplifying navigation, and enhancing visual consistency, we created a cohesive and engaging user experience. This refresh demonstrates how targeted design improvements can significantly elevate a brand’s online presence, reinforcing trust and driving conversions. The Grey Acumen website now stands as a testament to the power of design in shaping user perception and business success.
