A young and successful company focused on QA and testing wanted to show the world its growth, expertise and accomplishments. There was plenty to improve to accomplish the goal and to boost not only the company's image, but the moral and motivation of its employees. The plan was to first build the company's Visual Identity and then work on improving the structure, content and design of the website. (https://nextpertis.com)
From Logo to Visual Identity
Areas to be improve were:
1. The font - the thin and round font looks friendly, almost childish;
2. The logic of the logo with the green brackets was hard to see and understand;
3. The color of the logo being medium gray is not too pleasant and doesn't stand out.
4. The company had just a logo, not connected to any other visuals.
How was it improved:
1. Introduced a bolder and more unique font with sharper edges to match the company's aspirations.
2. A completely new logo mark that stands for "N" and symbolises the infinity development loop.
3. Built an exciting new palette to make the brand stand out, while keeping the desired green.
4. Built a Visual Identity, which spans across many visual elements (images, illustrations, icons, etc.)
Structure to reveal all content
The old website had little content on the landing page and more content was "hiding" in other pages. Potentially valuable content would be hidden for users having a quick scan on the landing page. The drop rate of such pages is quite big.
On the new structure, to make sure that viewers would not miss on any content, a lot of small pieces of valuable information from the site were brought to the landing page. This allows viewers to see all content at a glance and dive in deeper if interested.
Revealing and creating valuable content
The old website, apart from the services it offered, provided very brief information about the company. That's not good for two reasons.
First, this young and progressive company had accomplished quite a lot, its employees has gained tremendous experience in the field of testOps, and the company had big success in solving big problems for large and well known organisations. And all of this is not seen by potential new clients.
Second, the company and its employees had a very good work environment and a special bonding, which was not visible anywhere on the site, therefore the company could be completely ignored by potential new employees.
There was so much valuable information, expertise and skills that were being either hidden or not shown at all.
It was clear that in order to show Nextpertis in its real light, the site's content should be improved and increased. Therefore we added Accomplishments, Value that the company brings, Deep dive into the topic of testOps, Client feedbacks, Processes, white paper and more. All sections were built with the value it provides in mind. The content was designed to look attractive and with short text, to adapt to the the viewers' short attention span.
In addition, we introduced a new Career page, in which was important to highlight what it is like working at such a young and agile company - the company Mission, the Values and above all the culture and working environment.
With these improvements, the site provided a lot better information about its services, capabilities and culture - all important factors when it comes to building trust with potential new clients and employees.
UI and Design
The old website's design was very blunt and was giving an ammeter and unexperienced impression about the company. Mainly dull and overused stock images were used, not giving any ideas of the company's culture and people. All pages looked the same with no visual hierarchy and no visual elements to trigger interest and curiosity in the viewer.
The redesign was built to express the company's vision and culture. A distinct and attractive color palette was built, which was used trough out the site to create a seamless and consistent look. In addition, a lot of actual company photos replaced dated stock images and custom icons and illustration were created to match the site.
Social Media
Nextpertis' past social media presence was rather weak, and with the cooperation of nextpertis' content writer, we build a solid base and templates for the posts to come.
