ROSE
Giving A Face To A Growing Agency
ROSE started as a freelance business that grew into a small and nimble agency. Its brand was stuck in the late aughts and the company is undergoing some organizational shifts. ROSE needed an intermediate website that allowed for prospective clients to understand the services ROSE provides, showcase both emerging technology and digital transformation work, and get to know the team while leaving room for the brand to evolve and grow as the company restructures.
ROLE: STRATEGY, UX/UI DESIGN, PROJECT MANAGEMENT
TEAM:
ASHLEY NELSON, COPYWRITER
STANO BAGIN, UI DESIGN
SANZIL MADYE, ENGINEERING
THE PROBLEM
Because of organizational changes, the ROSE website was a simple landing page for over a year. Because of this prolonged in-between website state, ROSE’s prospective clients and employees didn’t understand the types of work we were capable of engaging in.
This led to:
Longer than average engagement periods with new business leads due to the need to introduce the company and prove that we were capable of successful engagements
Inability to effectively recruit new employees and talent
Lack of organic new business leads
THE OBJECTIVES
Create a website that clearly defines ROSE’s services.
Demonstrate service offerings by showing concrete examples of those services.
Demonstrate the use and capabilities of Augmented Reality.
Demonstrate social proof.
Create modules that directly link to analytics/user types to serve as a starting point to understand what content converts ROSE site visitors.
User Groups
Since we didn’t have any past website analytics to glean audience details from, we gained an understanding of our main user groups through first-hand experience in New Business meetings and through interviews with our HR department. We were looking to target the content of the website towards prospective clients and prospective employees. Through my experience pitching on the New Business team, I understood that we mainly attract two types of clients: those interested in emerging tech and those interested in outsourcing engineering. In interviews with HR, we learned that the company was struggling to recruit due to the lack of online presence and the inability of prospective employees to learn about the company.
Key Strategies
Show Don’t Tell
We wanted the work to speak for itself. We took every opportunity to demonstrate technology through moving and still images as well as embedding Augmented Reality experiences into the mobile site.
Humanize Technology
Talking about technology can be both boring and intimidating. We wanted our clients to see us as trusted friends, one that you could ask any question. To do this we honed in on a friendly, quippy tone of voice. Additionally, we highlight fun facts and the backgrounds of our staff instead of just their accomplishments.
Content Leads To Content
A user should never dead end on the site. We linked every page to additional content so that all visitors can continue to learn more about augmented reality, digital transformation, and ROSE.
The Interface
Understanding that ROSE’s brand guidelines were going to continue to shift over the coming months, we didn’t pack the design with any overly branded elements. This will allow for the brand to change, without having to worry that the website will be out of date. Instead of showcasing the brand, we let the work speak for itself.
