Vuealta website redesign
A global energy & commodity group.
Role: lead digital designer (UX/UI)
Project key goals
1. Develop a website that effectively supports Vuealta's marketing initiatives and facilitates inbound lead generation.
2. Align the website with Vuealta's transition from a service-based B2B model to a Software as a Service (SaaS) offering, showcasing their evolution and future-facing approach.
3. Create a digital platform that provides a seamless and engaging experience for users, focusing on intuitive navigation and compelling content delivery.
4. Highlight Vuealta's suite of applications powered by the Anaplan Connected Planning Platform, emphasising their ability to solve complex planning challenges for organisations worldwide.
5. Support Vuealta's new brand launch by incorporating elements that convey their updated identity and vision for the future.
Overview
The aim was to create a B2B SaaS digital platform with a strong emphasis on excellent user experience, compelling content, and lead generation to assist Vuealta in achieving its goals of fostering growth through marketing initiatives.
The prior version of Vuealta's website hindered the conversion of new users into leads and failed to guide them through the marketing funnel effectively. It lacked a clear user journey, ineffective calls to action, and featured unengaging content and cluttered design, resulting in a poor user experience. These issues prevented optimal lead generation and failed to showcase Vuealta's dynamic offerings. In addition to this, the site missed opportunities to promote new solutions or services, received minimal relevant traffic, lacked support for content marketing, and lacked a structured information architecture aligned with business goals.
The deliverables output I was responsible for included:
01
Discovery
Strategy & Discovery workshops provided crucial insights into Vuealta’s business and marketing objectives. We used this information to define the sitemap, plan user flow, and develop content maps, while also working with the developers to address any technical specifications. As a final part of the discovery phase, a design/brand briefing set the creative direction.
This strategic approach ensured Vuealta's updated business positioning was prominently reflected throughout the new website.
Vuealta user flows
Following this phase, the focus shifted towards meticulously crafting UX wireframes for an updated design, emphasising a seamless and intuitive user experience. The goal was to enhance the transparency of user journeys, allowing diverse user personas to delve deeper into the Vuealta experience. This refinement not only contributed to improved marketing and lead generation but also elevated the efficacy of sales enablement and talent acquisition initiatives.
Vuealta wireframes
03
Design
The user experience was then brought to life through dynamic design and curated content, capturing Vuealta's fresh brand positioning while maintaining a focus on site speed and functionality.
Vuealta homepage design
Vuealta gated content design
Vuealta opted for WordPress's flexibility and open-source power. Accordingly, I worked alongside the developers to deliver a flexible, scalable CMS for future content publishing and digital marketing.
We ensured these modules can be used efficiently by Vuealta's team to easily create new pages without technical expertise, facilitating content publication, campaign launches, and marketing results. During the design phase, I created design elements within modules that cannot be adjusted to maintain consistency and cohesiveness throughout the design of the new website.
Vuealta responsive mobile designs
The new website functions as a powerful inbound digital marketing tool. Tailored to Vuealta's B2B audience's buyer journey and seamlessly integrating content strategy from inception, it streamlines navigation, enhances UX, delivers engaging content, and minimises friction on the path to conversions and sales.
