Tools: Figma, Squarepace, Google Analytics
Role: UX/UI Designer
Responsibilities: Brand Strategy, Website Redesign, Content Strategy, SEO Optimization, Client Collaboration
👤 About
Blue Springs Construction is a Windsor, Colorado-based construction company with over 20 years of experience. Originally specializing in small residential remodels, they have expanded their services to include full home builds and commercial construction projects.
🎯 Objective
Redesign the company’s website to reflect its transition from a small, family-run business focusing on residential remodels to a larger operation specializing in commercial construction and full home builds. The goal was to modernize the brand’s online presence, showcase their expanded services, and attract a broader client base.
📛The Problem
The existing website and branding were tailored to a small-scale residential audience. Blue Springs Construction was in the process of expanding options and growing their service area and had goals to attract commercial clients. The existing site structure included outdated content that was sparse, the design did not match their current branding, and did not give must information on how to do business with them.
📋My Approach
In order to update their site, I conducted a brand audit, audited their content, did
🔍 Brand Audit, Client Avatar, and Competitive Analysis
I worked with their team to complete a brand audit and conducted a thorough review of the existing brand materials and website. Next, I analyzed competitor websites to identify local industry standards as well as look for opportunities to differentiate from the competition. I completed client avatars that focused on both their ideal residential and commercial clients, and started reviewing competitor sites in those markets. I was able to gain a better understanding of what their users would expect from a contractor and was able to get started reorganizing their site architecture.
🧭 Information Architecture Redesign
Taking my knowledge from the competitor review, I was able to work with the stakeholders to see what information they truly wanted to showcase and figure out how to best do that. For the site hierarchy, I utilized an organizational chart to set up the hierarchy of pages and then used card sorting to best organize content within the pages. Since the main purpose of the site was lead generation, I also worked to ensure that each page had clear calls to action to get the user to submit a form inquiry.
🎨 Visual Design Overhaul
After looking over existing assets and speaking with the stakeholders to learn more about what they envisioned for the brand and website, I created a mood board to include colors and font choices to bring their brand online.
The mood board was built around their existing brand colors of blue and orange. I added some colors to act as softer accents to complement the complimentary brand colors.
The existing site already used Lato for paragraph font. I decided to add in Roboto for the headings to give a slight variation which would allow them to stand out against the paragraph text.
📝 Content Strategy and Development
With the improved sitemap and website brand ideas, I worked with the stakeholders to rewrite website content. I wanted to emphasize the main areas that showcased the company’s expanded services and experience.
I ensured messaging aligned with the new brand direction and appealed to both residential and commercial audiences and added geographic specific information to help with local SEO.
📈 Results & Impact
- Expanded Client Base: The company reported an increase in 40% in commercial project inquiries within the first three months post-launch. In fact, the website alone helped them when submitting a bid to gain notoriety and established credibility.
- Enhanced Brand Perception: The new website successfully repositioned Blue Springs Construction as a capable and professional construction company, attracting inquiries from residential clients that better aligned with the clientele they were trying to serve.
- Increased Engagement: User engagement metrics improved, with a notable decrease in bounce rates and longer session durations.
✨ Client Feedback
- “We absolutely love our website. It perfectly captures our business and how we want to present ourselves. Thanks, Olivia!”
🪞 Reflection
Key Takeaways:
- Transitioning a brand’s online presence requires a deep understanding of both the company’s history and its future goals. Balancing the need to retain existing clients while appealing to a new market segment is a delicate process that involved strategic planning and thoughtful design.
Why I’m Proud:
- This project allowed me to play a pivotal role in a significant business transformation. By aligning the company’s online presence with its new direction, I contributed to its growth and success in entering the commercial construction market.