League’s initial website was created in 2016, and it followed the brand identity of the company at that time. But by 2019, the League product and business offering had changed significantly, and the design of the website no longer reflected the company’s positioning in the marketplace. I was the design lead on the project to redesign the website from the ground up.
Deliverables
Wireframes
Prototypes
Website
Internally, we had a good idea of what wasn’t working with the site as it stood, but we wanted to confirm the needed areas of improvement by comparing our site to competitors through user testing.
Key Findings
- Less stock imagery, more product shots
- More premium look and feel to reach our target audience (enterprise-level clients)
- Introduce interactive sections to reflect our tech-focused business
Based on the feedback we received through our user research, and after conducting internal interviews with Sales and Marketing team members followed by testing potential site structures with Card Sorting tests conducted with users, a completely new site map was created. I proceeded to design wireframes for these new pages, with rough copy included to determine the size of various modules and elements.
“Very impressed with the updated look of your branding on the website.”
Delta airlines representative
during a call with League sales team
“(This redesigned site) is a 100x improvement over where we were before.”
Colin Bettam
CMO, League
Design Director: Andrea Crofts
Designer: Steph Millard
Project Manager: Evan Davis
Marketing Manager: Rebecca Orellana
Copywriter: Jen Nicholson
