As the graphic designer on the NexTraq marketing team, I oversaw the redesign of our web pages.
Overview
We have been updating our website to be more SEO friendly and drive more leads. We built a new site two years ago, so it was not in the budget to do another redesign of the site this year. Instead we have been updating the site contents one page at a time.
Challenges
The biggest challenge for this project was to balance planning the updates for each page, making them visually compelling, and meeting the deadline of pushing a new page live each week.
Solution
We listed all of the pages that needed to be updated, and created a staggered calendar based on the estimated amount of work for each page. Our calendar included regularly scheduled team meetings to review each phase of the page before pushing it live.
Result
We were able to update the page layout so that it is broken up into sections, allowing for the new copy to be more readable, and include images. The updated layout has four CTA buttons to the page that link to our lead generation forms, instead of the one button on the original page.
I added more images of our software platform throughout the page, and zoomed in on sections that related to the written content.
An FAQ section was added to the bottom of the page. The drop down featured allowed us to add more keyword-rich text without making the page longer. Some of the questions also have links to our lead generation forms, or other related pages on the site.
Extension
As we work on new pages over the weeks, we were able to make small design improvements for each new page. We have plans to go back to the earlier pages during the month of September and incorporate the design improvements that we discovered while creating the later pages.
As a Michelin Group Company, NexTraq decided to adopt Michelin’s ICARE (Inspire, Create Trust, Awareness, Results, and Empowerment) human resources initiative.
CHALLENGES
While Michelin had already implemented the ICARE initiative in their offices, there was the challenge of rebranding ICARE to fit into NexTraq’s company culture. It was also important to have the entire office be knowledgable about the initiative and how it benefitted them.
SOLUTION
First, the ICARE logo was redesigned to be easier to read and incorporate all of the colors of the NexTraq brand. The second step was to create posters that detailed the purpose of the ICARE model. The final step was to create swag items that included the ICARE logo.
RESULT
The ICARE posters we hung throughout the break room and other common areas, so that they would be visible in areas with the most employee traffic. During a company-wide town hall, the ICARE branded swag items were distributed. The rebrand of the initiative was well received by the NexTraq employees, as well as the Michelin employees. The rebranded initiative was presented at Michelin’s 2019 Fireside Chat.
EXTENSION
In an effort to keep the ICARE model fresh in everyone’s minds, an ICARE commitment card was created. This card detailed the purpose of the ICARE initiative, and required each employee’s signature at the bottom. Once signed the cards were placed in a plastic stand and put on the employee’s desk.
Redesign of the Ultimate Guitar app.
I began this project by interviewing my guitar teacher, to see what the needs and pain points are from the perspective of a professional guitar player.
This is my initial walkthrough of the process of opening a song tab.
I have highlighted in blue the new design elements that will be added. Screens surrounded by green squares will be shown in more detail.
