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Web Design

Web Design

Website Strategy Redesign

Boosting Engagement:
Redesigning User Flows for the RVer Job Exchange

Project Overview:

Serving as a Web Design Generalist, I created pages and user flows, improved user experience across multiple user types, eliminated user roadblocks, and increased site performance.

Discovery & Research:
Conducted stakeholder interviews, performed competitive analysis of similar organization websites, and assessed existing user feedback for the Job Exchange.

Strategy & Definition:
Defined target audience personas, developed a content strategy focused on unique audience targeting, outlined key website requirements based on user needs and business goals, mapped existing user flows to identify pain points, and brainstormed rebranding options based on keyword research.

Design & Development:
Designed and developed a new user flow and fully responsive WordPress pages using Elementor, created a new brand identity (including logo), wrote SEO-optimized web copy, and produced engaging visual content.

Results & Takeaways:
The redesigned user flows and targeted content strategy led to increased engagement from a wider audience segment.

Challenge #1

Challenge: Unfocused, confusing, and frustrating user experience. This job board had 2 major audience segments, Employers and Candidates, which each included sub-categories of 2-3 different user types with different needs and pain points. 

Solution: Simplify segmentation and create dedicated pages/flows for each user type. 

Homepage

Before

  • Trying to target 4 very different audience segments (candidates + 3 different employer types)
  • This made messaging very broad and user experience very unfocused

After

  • Reorganized to focus only on the Candidate experience, with a ‘For Employers’ button in the top right (very in keeping with industry trends at the time)
  • The 'For Employers' button led to a dedicated employer page (below)

Employer Page

Before

  • Started as a single page trying to target 3 different user/customer types
  • Again, this created a very unfocused user experience, which meant many users left the page instead engaging with the business

After

  • Consolidated user types and created 2 different user flows and pages to target each type more directly
  • Created a self-segmentation page which led to more targeted pages for each user type (below)
  • Introduced interactivity by adding a dark overlay on each half of the page that appeared or disappeared based on cursor location

New User Type Pages

Designed and developed targeted pages to address user pain points more directly and create a smoother, more customized experience for each user type.

User Type 1

(Press play)

User Type 2

(Press play)

Pricing Strategy

Ideated and implemented separate pricing for the 2 different user types​. Researched market and trends to identify best pricing and structure for each user type.

User Type 1

User Type 2

Challenge #2

Challenge: Ineffective branding for new goals. The brand, while familiar and relevant in the RVing world, wasn’t resonating with corporate remote work employers, which were our next target audience. 

Solution: Complete rebrand. Though a partial, segmented rebrand was considered, ultimately it was decided that a full rebrand would be the best solution. 

Re-Branding

Before:

Stacked Logo

After:

Stacked Logo

Before:

Horizontal Logo

After:

Horizontal Logo

Strategy:
I personally developed a new brand name and logo that would bridge the gap and speak both to the RVing audience and the corporate audience: NomadWrx. This incorporated the term ‘Nomad’, which has become well-known in the corporate world (largely from ‘digital nomad’) and is already well-known in the RVing world.
Brand Continuity:
By shortening ‘Works’ to ‘Wrx’, I was able to align the name with an available url, and was also able to incorporate the letter ‘X’, which is a meaningful symbol for the larger parent group, Xscapers  (which uses the ‘X’-with-a-compass-through-it symbol in their logo). While this change was ultimately shelved due to a larger restructuring (and budget cuts) throughout the organization, these suggestions were well-received and seriously considered by the leadership team.

Outcome: 
These suggestions were well-received and seriously considered by the leadership team, though ultimately this change was shelved due to an impending acquisition.

Challenge #3

Challenge: Frustrating user experience due to slow site speed. 

Solution: Comb through themes, builders, plug-ins, and other back-end content to trim, simplify, and improve speeds. 

Theme / Builder

  • Identified that while the theme was built using WP Bakery, most of the site was built using Elementor
  • Recognized that running 2 active builders was weighing down the site and making it much slower
  • Identified all pages and processes using WPBakery and recreated them using Elementor
  • Eliminated WPBakery and significantly increased site speed

Pages, Plugins, & SEO

  • Pages: Eliminated 54 superfluous pages (from 135 down to 81)
  • Plugins: Identified & eliminated 8 redundant plugins
  • SEO: Improved blog post layout and SEO functionality (Table of Contents, better SEO phrase usage)