Centerbase is a Legal Case Management cloud application that provides a Law firm with full matter management of all the details about a case
Project: Website Redesign | UX | Branding
Role: Lead UI Designer
Assist with Sitemap & Content Index
Visual and interaction design
Cole C. - UX Designer
Katulife M. - Associate Designer
Dana S. - Content Strategist
Marley Barnett - Project Manager
Tools: Figma - Photoshop - Illustrator - Hotjar - Google Analytics
Centerbase is the most customizable, cloud-based legal practice management solution that gives mid-sized firms the power to streamline their daily tasks with ease and efficiency. Their current website has a difficult to use backend and feels congested with unnecessary information.
1. Simplify the current sitemap
2. Increase “ Schedule A Demo” clicks by at least 5% within 5 months of launch
3. Give the brand a more “ human” feel online
One of the initial challenges of this project was jumping in mid-timeline, due to the original lead designer’s departure from the company. In order to get up to speed as quickly and efficiently as possible I was briefed by the PM and reviewed all research, interviews , and feedback needed to inform the design of a intuitive and high converting experience.
Another key challenge during this project was the need to create an interface that had a human feel while remaining concise and to the point. To solve for this challenge, we incorporated the use of stock photography throughout the site to assist the graphic illustrations in elevating the storytelling approach of the new brand messaging.
During the site mapping phase we first took a look at the current state of the website. While thoroughly considering our project goals we also looked at the data gathered from Hotjar and Google analytics in order to see which pages had the most / least traffic.
After considering these factors we came to the decision to group the platform features by the each of Centerbase’s four pillars, which are categories that the platform features fall under, in order to make the site easier to navigate. In addition after discussions with our Stakeholders, it was determined that it would be best to remove the pricing page, as it did not align with the business needs as this time.
The design direction for the new Centerbase website relied heavily on the new color palette our team created, using various shades of their existing blue to identify each of Centerbase’s platform pillars. It was important to our Stakeholders that we updated their existing palette without straying too far away from its’ original state.
Once the color palette was established it was time to begin designing phase 1 out of 3. During this phase we not only established the design system but began sourcing stock photography and designing the graphic illustrations of the Platform. It was important to the Stakeholders that we did not use actual platform screenshots due to the fact that the platform will be redesigned in the near future.
To solve for this, our team created 40+ graphic platform illustrations to accompany the copy on the website to help build brand familiarity, connecting a user’s first visit on web to their first platform experience.
After receiving Stakeholder feedback and a second round of visual concepts, we landed on a final concept and applied it to the wireframes in the mockup phase. The final concept takes a clean and modern approach, that leverages 3D visuals to elevate the user experience and assist with the visual storytelling.
In order to address challenge #2 , Increase “ Schedule A Demo” clicks by at least 5% within 5 months of launch, we decided to use Centerbase’s signature orange color as the primary CTA in an effort to increase visibility. * Due to the phased launch approach the site has not been fully live for 5 months yet, inorder to determine if we were successful in our approach to solve challenge #2 *
Additionally, we were successful in solving for challenge #3, Give the brand a more “ human” feel online, by incorporating vibrant stock photography of people doing real things. We often see saas companies lean heavily on illustration throughout their branding, which can be successful at times, but I saw the opportunity to add warmth to the brand and balance out the tech elements in this approach.
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