FISPAN Website and Ad Redesign
Timeline
Jan-Jul 2021
Role
UX Designer & Project Manager
Team Involved
PMs, Sales, Marketing Specialists, Engineers, Digital Marketing Consultant, UX Designers
Client
FISPAN Services Inc.
Contribution
As a lead designer and project manager(for website redesign), I collaborated with the cross-functional team: got to know customers' pain points from sales team, refined the requirements and discussed product details with product team, built up design system components, led design thinking, prototype iterations with design and dev team, created marketing strategies and tracked online performance with marketing team.
Website Design
Website Design Concept
Following FISPAN's new "Brand Voice & Tone" guidelines, the new website speaks the voice of a trusted authority.
Informative, not technical
Feature pages that focus on FISPAN technical capabilities utilize custom illustrations of core features in combination with ERP or Banking systems. Where possible, pull out specific panels to create visual interest vs plain screenshots of technical systems.
Professional, not stuffy
Resource pages (Case Studies, Webinars, Whitepapers, etc.) where the goal of communicating expertise are structured in a more professional manner while maintaining a light and approachable feel.
Smart, not cocky
Blog and ad images reflect the quality of insights provided through FISPAN. Images are 'Modern, Fresh, Smart, Original, Professional, Confident’.
Design Components
To fit into the new style and design guideline, I designed two styles of icons which can be used in different situations and purposes. In addition, a new cover for FISPAN Whitepaper was designed.
Style 1: linear icons
Style 2: solid icons
New Whitepaper Cover Design
Illustration of FISPAN products
Final Websites
Ad Design
Ad Design Concept
To align with FISPAN's new website style and brand guidelines, I recreated advertisements for multiple social media platforms, including LinkedIn, Facebook, Instagram, Twitter, Youtube, and Pinterest.
Following the company's 'Voice & Tone' Guideline, the ads also represent a trusted authority, simplicity and attraction.
Readable, not technical
Make sure all the text are prioritized logically and clearly. Do not be wordy or use too much terminology.
Iconic, eye-catching
Always put the FISPAN logo at the significant position, use the FISPAN dark blue for text and the CTA button should also be obvious.
Simple, Clear
The ads should fit into the FISPAN modern and simple brand style. Use some simple flourish to make it attractive, but not too strong.
Iterations
Final Ads
Achievements
These websites and ads make a big step for rebranding and they perform very well after being published in April.
Social Media Ads:
• Click-through rate (CTR): 2600% increase from April to June
• Cost Per Click (CPC): 79% decrease across display campaigns
Websites:
• After launching the redesigned website, the conversion rate and average engagement time increased by 65% and 290%.