Iris Danna Liu - Product Designer

PARPRO CONSULTING LIMITED

A user-first, corporate website and branding proposal

OVERVIEW

Parpro Consulting Ltd. is a Canada bookkeeping and consulting agency, looking for a redesign within 72 hours.

WHAT’S THE PROBLEM? 🔎

Parpro's current website design suffers from a weak establishment of brand identity and a lack of uniqueness, which results in diminished bookings, reduced trust, and lower engagement levels.

CLIENT INFORMATION

We started by conducting a client interview with the CEO of Parpro.

Here were our main takeaways of what they wanted to focus on:

Overview

72 Hour Sprint

For the Love of UI Design Competition

Client

Parpro Consulting Ltd.

Industry

Corporate

Accounting

Team

Iris Liu, Aubrey Ventura, Audrey Sum, Max Lu

My role: Project Manager, UX Researcher

Home Page

The foundation for building ongoing engagement between potential clients

About Us

Provides an opportunity to showcase a personalised approach to client’s bookkeeping needs

Call to Action Buttons

“Book a Consultation with Us” button serves as a crucial link between interest and action

Target Audience

Owners of small to medium-sized Canadian businesses

Clients with high-value transactions

User Needs

Strong first impression to establish trust and professionalism

Seek simplicity, automation, and affordability.

Client Needs

Consultation bookings serve as a key metric for evaluating sales performance

Encourage potential clients to share their contact for personalised guidance

McKinsey & Company

High-level strategy and trust

Data-driven insights

Global reach & localisation

Boston Consulting Group

Rich resource hub and multimedia content

Global footprint and engagement

Client-centric solutions

Bain & Company

Talent acquisition & career focus

Strategic, client-focused services

USER RESEARCH

We conducted 5 preliminary user interviews and HCI tests with Parpro’s current website design. The results were that users found it untrustworthy because of its overuse of stock images, staticity, and lack of originality.

Based off this information, we created user personas and empathy maps of potential users.

LET’S START DESIGNING 🖊️

After our research, we knew exactly what was needed, so we got started with a quick rebranding project that kept the essence of their original branding, but gave it a more polished, modern look.

New logo, new design system, and new components!

IMPACT

What were the impacts of our design?

VIDEO

But wait, this isn’t the end yet... We have a video detailing our design process too. Click below to see !

REFLECTION

Some key take-aways from this experience:

NEXT: THE WEBSITE!

Low fidelity wireframes of the website’s resdesign as well as some sketching for potential animations.

FINAL RESULTS

After various design iterations, we created professional, clean, and sleek redesigns of the full website. View the before and after results:

Old Logo

New Logo

About Page: Before

After

Article Page: Before

After

Services Page: Before

After

Blogs Page: Before

After

Trustworthy Brand Image

Parpro has a hint of personality now, but still maintains their professional, neat brand identity. There is more cohesion in the branding and a sense of identity which provides more clients with reasons to trust Parpro.

Accessible Design

The website is designed to be more intuitive to people who may not be tech-literate, making the experience easier and more inclusive for multiple groups of people. Audio options provide more options for those hard of hearing, and the rebran consists of colours that pass the WCAG guidelines.

Higher Retention

By reducing redundant text, stock images, and unneeded features, and adding non-distracting animations, users stay engaged on the site for longer.

Project Management

Working under a tight deadline as the project manager for this redesign, I learned how to assign tasks, deadlines, and cross communicate among my team to make sure all objectives were clear, while also helping with the UX design.

Corporate Design

As my first design project that was aimed towards corporate accounting and business professionals, I had to learn what appealed to that demographic and how to design for them while still keeping their users central.

Understanding Clients

Through working with our client’s wants, we had to balance what was best for their users (ie: accessibility in colours) and what they wanted too.

Before

After

Previous articles page had inconsistent typography. Now, articles are consistent in typography and end with a call to action to subscribe to Parpro’s newsletter. Added a hearing icon that reads aloud the article when clicked to be inclusive to people who are hard of hearing.

Nulled the carousel and created a vertical scroll to view articles which increases retention rates and usability.

Information laid out to be in bite-sized squares; logos properly labelled as tools the company is able to use.

Page opens with an animation of the “Our Ask” and “Our Guarantee”, then upon scroll, company story and values are easily legible. Page ends with a call to action to book a consultation.