UX Design & MArketing
RG Peel Construction
I.
Introduction
The Challenge
A company that has traditionally scaled using word-of-mouth referrals for the last 7 years and wins business based on a foundation of solid relationships. I set out to translate RG Peel's mission of connecting enterprise construction companies with a premium customer experience and position the business as a one stop shop for end-to-end earthwork services. I was tasked with defining a new digital model to accelerate customer acquisition and company growth.
My Approach
Through every stage of this project with RG Peel, I have taken a customer-centric approach. Through thoughtful probing I was able to gain a deep understanding of their needs and specific business challenges.
Using these learnings, I was able to grow this project beyond its initial UX scope and deliver a holistic experience. I performed as a digital marketing consultant, championing the planning and execution of LoFi and HiFi wireframes, interaction design and production of HTML and CSS.
II.
Visual Design & Interaction Design
A new precedent for branding and marketing.
Creating a cohesive brand experience for RG Peel was the initial goal. The company's longstanding logo and visual elements lend to the creation of the digital brand. The intention was to stay true to the current company branding, so typography was not changed and colours used for the website were based off the company wordmark, with a slight increase in saturation to create a more vivid digital experience.
In developing the digital brand, I emphasized the robust quality, trustworthy, and premium mood of the brand by integrating darkness and strong header imagery.
III.
Technology
Building thoughtfulness into every digital touchpoint.
The goal was to create a personalized experience across all touch-points for RG Peel and it's customers, whether it be in-person or online - it should be seamless and cohesive. I translated RG Peel's thoughtfulness by incorporating micro-interactions, pseudo-states, and animations on the website. These considerations were based off the site underlying map and applied to user actions for each of the below sections.
IV.
Strategy
A new opportunity for capturing happy customers and employees.
"Who are we seeking to connect with?" - This question guided the site-map and underlying information architecture of the website. My focus was to build a compelling proposition to those (users) browsing services and company values.
I conducted user interviews and took a deep-dive into qualitative research to develop a genuine understanding of customer lifecycle behaviours and target market's needs. Resulting in marketing content and copy creation that resonated with the viewer's mental models.
V.
UX & Product Design
Translating data to design.
During the implementation phase, I was tasked with marrying the visual pieces, marketing and business strategy with technology requirements and bringing it all together to create a single product.
The creation of a design system ensured that the user experience and visual elements used across all the website sub-pages was cohesive and consistent. I also validated that the user experience across multiple touch points and device breakpoints was fluid.
VI.
Conclusion
Key Results
With a new website that acted as a 24/7 advertisement for the company's hiring and prospecting needs, RG Peel experienced a monthly increase of in-bound leads within the first 3 weeks of going live.
Next Steps
Exploration and implementation of SEO practices.
Revisiting CSS and develop D.R.Y. code.
Introduction of additional motion design and micro interactions.
Further test the design and the connection behind UX writing.
