ORB Innovations
Modernising the Web Experience for ORB Innovations
Date
7 Nov 2024
Client Name
In-House
Services
Mobile App Design
Design Systems
Website Design
Leading The Redesign
I led the full redesign of our company website, reworking content, structure, and visuals to better reflect the product and drive conversions.
The Challenge
The old site felt outdated, with scattered content, weak branding, and poor mobile usability, making it hard for users to take action.
The Approach
I applied UX best practices to create a cleaner, faster, and more intuitive experience. The new design introduced stronger branding, clearer navigation, and a flexible structure for future updates.
Audit to Action: How Research Drove Our Website Strategy
I began with a full audit of the site, user flows, and analytics to pinpoint friction points. Targeted user research helped clarify what users needed.
Key insights:
Visual clutter made the content hard to scan
Messaging failed to explain the product quickly
Disjointed content disrupted the buyer journey
Excessive white space hid key actions below the fold
Structuring Content for Clarity
Guided by our insights, I reworked the site’s information architecture and key messaging. The new layout is skimmable, making it easier for users to understand the product and take action.
Low-Fidelity, High-Impact
I used low-fidelity wireframes to explore layout options and simplify navigation early. These quick mockups helped validate the content flow and minimise further revisions.
Putting Designs to the Test with Real Users
Before moving into high-fidelity design, I ran moderated usability tests with 8 participants of varying computer literacy. Each 30-minute session used a think-aloud format with task-based scenarios to uncover friction and validate design choices.
Key improvements:
Hierarchy: Moved the buying process higher on the page to boost visibility and conversions
Copy: Replaced jargon with clear, accessible messaging
User agency: Introduced carousels and pagination to reduce scrolling fatigue
Content: Shifted from technical specs to benefit and value-driven messaging for a more customer-focused experience
Outcome
Since launch, we have seen improved conversion rates and quicker times to checkout. We are monitoring analytics closely for further refinement and future improvements.
