Neuroleap’s website had no designer working on the interface for several years. As a result, the website became a combination of new updates made by developers, with no stylistic consistency and impact. Due to the disjointed condition of the website, the CEOs wanted the redesign complete as soon as possible.
Below is an example of the old website pages (unfortunately, I did not save before photos of the homepage. However, it was in similar conditions).
I quickly surveyed 40 people from Reddit to analyze initial impressions. Success was measured in 3 different ways: how “investible” the company looked, the professionalism of the website, and the trustworthiness of the website.
Generally, the website had a 50% positive impression rate, 30% neutral impression, and a 20% negative impression rate. I asked for rating explanations, which allowed me to understand the changes needed for the next marketing website.
Successful marketing websites had several features in common across diverse products, some of these are: a top tagline, reach for credibility, identifying a need area, how the product meets that need, product details, as well as a CTA.
In terms of the UI, some common elements were photos, gradients, and unique shapes. I took these into account while making Neuroleap’s UI too.
As I designed the new website, I kept note my research -- specifically the previous website’s weakest points (like text organization and clarity) and the previous website’s strongest points (research and data). In addition, I structured the website similar to successful competitors!
To address the lack of clarity and understanding of Neuroleap’s products and solutions, I followed a practice I found on other tech websites. I designed a solutions showcase, where tangible products are featured to allow users to more deeply understand Neuroleap’s product suite.
Neuroleap’s products span a wide range, which contributed to the lack of clarity. In order to distill Neuroleap’s products more clearly, I divided Neuroleap’s products in to categories in a tab-like fashion.
A large strength of the initial website was its ability to address current problems and Neuroleap’s solution. We were able to feature the same content using dropdowns.
Some users felt overwhelmed by the amount of long paragraphs and text on a page without consistent hierarchy. For the new redesign, I implemented a clear and consistent type system with appropriate spacing, allowing for users to read the content easily and intuitively.
UntitledUI is a comprehensive set of UI elements and pages that can be emulated when translated in to a company’s branding guidelines and principles. I decided to use UntitledUI as our foundation to a) save time and b) create an industry-level professional and consistent website. While I wish I could’ve started from scratch, I knew the greatest priority was shipping a solid website as soon as possible.
The website is currently in development and I am working with developers to refine the UI quality on the launched site. After development is complete, I will be collecting more user feedback to further refine the design!
