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Transforming Leading Insight’s Digital Experience
Role
UX/UI designer
Duration
4 weeks
Tools
Figma, FigJam
Context
Leading Insight, a boutique learning and development consultancy firm, collaborated with us to modernise their website. Our goal was to build credibility and drive client engagement with a user-friendly, professional online presence.
Outcome
A redesigned website with new features that enhance usability and showcase expertise.
Key Questions to Drive Design
01.
How might we
enhance the website to engage clients, showcase expertise, and build early trust?
02.
How might we
highlight Leading Insight’s tailored solutions to stand out from competitors?
To identify key issues, we conducted extensive research. Here are the research methods we took and the key insights;
Identifying Key Challenges🔍
User Interviews (6 participants: 4 HR professionals, 2 sales team members)
Users needed clear course details to make informed decisions and trust-building content like testimonials and case studies.
Competitor Analysis (10 consulting & L&D websites)
Competitors excelled in trust signals, intuitive navigation, and detailed offerings, showcasing gaps in Leading Insight’s site.
Heuristic Evaluation (Navigation & content structure)
The website lacked intuitive navigation and clear pathways to information.
Usability Testing (3 participants)
Users faced difficulties with menus, course details, and contacting the team efficiently.
Key takeaway
Bringing Research to Life🌱
We made strategic design improvements backed by user research. This phase shaped the foundation of our solution. Below, we highlight key challenges, solutions, and a sneak peek into the raw design.
Before moving to high-fidelity design, we ensured our solution was effective. Testing wireframes with three Leading Insight facilitators provided valuable insights to refine the experience before the next step.
Positives
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Carousel scroll buttons were effectively utilized.
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The 'Contact Us' CTA was clearly visible and well-received, with users responding positively to the overlay and the sticky floating tab on the Modern Managers page.
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The overall navigation flow felt straightforward and logical.
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The design resonated well with users and potential clients, enhancing engagement.
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The new imagery was perceived as personable and engaging, in contrast to previous 'outer space' visuals.
Refining the Experience
General:
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Add a 'Back' button on each page, as users overlooked breadcrumb navigation.
Home Page:
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Make L&D / Management & Advisory CTAs larger for better visibility.
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Remove unused down scroll buttons.
Modern Manager Page:
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Clarify course duration wording to indicate whether sessions are separate or across consecutive days.
Suggestions
Designing with
Confidence
Usability testing confirmed our design addressed key challenges. We then refined it into a high-fidelity prototype to bring it to life.
Post-redesign, we evaluated impact through research insights and stakeholder input. The improvements tackled usability challenges, creating a more intuitive and engaging experience.
Results & Impact
⚡️ Expected Impact
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Improved Navigation → Users can locate courses and key information more efficiently.
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Clearer Course Information → Structured content makes it easier for HR professionals to make informed decisions.
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Streamlined Contact Process → The enhanced ‘Get in Touch’ form reduces friction in lead generation.
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Increased Credibility → The addition of case studies and testimonials fosters trust with prospective clients.
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Enhanced Mobile Experience → Future improvements will ensure accessibility across all devices.
We implemented these improvements in two phases.
📍 Product Roadmap & Implementation Plan
Phase 1: Quick Wins (Implemented)
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Improved navigation & homepage
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Added ‘Case Studies’ carousel & dedicated landing page
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Created L&D course catalogue with individual course pages
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Enhanced contact form with clearer CTAs
Phase 2: Must-Haves (Upcoming)
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Add ‘Meet the Team’ page with bios
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Update ‘About Us’ and ‘Advisory’ pages with clearer service explanations
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Add Fully built-out mobile experience
Personal Reflection: Challenges & Growth
One of the biggest challenges in this project was reaching the right research participants.
Connecting with HR and L&D professionals was not easy, and we needed additional insights from Leading Insight’s sales team to understand their processes.
Although finding participants within a tight four-week timeline was difficult, I took action instead of waiting for solutions. By reaching out to friends, family, and online communities, I was able to connect with suitable participants. These interviews became the foundation of our design decisions.
Working in a short sprint taught me to prioritize and iterate quickly. Balancing user needs with business goals wasn’t always easy, but I developed greater adaptability, collaboration, and impact-driven thinking.
Key Learnings from the Project:
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Problem-solving under constraints: Finding ways to quickly connect with a niche audience.
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Iterative design thinking: Refining and sometimes pivoting solutions based on rapidly evolving insights.
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Collaboration: Balancing research, design, and stakeholder expectations to achieve outcomes.
Highlight💡
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Research-Driven Design Matters
User insights shaped every decision, ensuring an intuitive and engaging experience. -
Agility & Adaptability Are Essential
Working under tight constraints, I proactively sought solutions and iterated quickly to improve outcomes, emphasizing the importance of flexibility in the design process. -
Building Trust Through Design
Transparent design, clear navigation, and authentic testimonials foster user confidence and strengthen credibility.