Through the Gray
Audience:
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HR teams and management in public and private sector organizations
Product:
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Coaching, leadership training, team building solutions
Challenges:
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Unclear about product offerings; info is hard to navigate. New site to provide a need-driven product flow for each audience
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Pandemic forced digital transition from in-person business
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Redesign and re-conceptualize new website and brand strategy
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Information is wordy yet vague
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No straightforward user journey or calls to action
Outcomes:
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Established style, voice and tone guidelines for future materials
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Thus creating business and brand consistency
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Conducted post completion user testing
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Educated team on UX writing and design principles
Before
Legacy website is overwhelming; chaotic design privileges information over usabilty
After
Process:
My aim was to create a cohesive and consistent tone (professional but not overly formal either).
The copy emphasised a simplification of each of the main areas of the business (leadership training solutions, organizational culture, and team dynamics) whilst still effectively highlighting the ways in which these could be achieved to a broad enough audience of potential clients.
Restating the objective at the start of each focus area and removing content that was superfluous was achieved by the choice of sub headings and using language that communicated easy-to-grasp solutions for quite complex issues (like implementing cultural change in organizations).
