Center of Gravity - Website Design

UX & UI Design for a consulting firm website

Goals and Objectives

Current website has a lot of content and pages, but less information as a whole. The goal is to compress and setup hierarchy of information to make it user friendly and easy to understand.

Project Overview

Center of Gravity is a veteran owned business consulting firm based in California. They help small businesses plan and assess their growth. They also provide other services like leactres & speeches to motivate employees.

Scope of the project

Create an information based website with six web pages - Home, Planning, Assessment, Communication, About and Contact. A new simplified design will also require a new logo design.

User task analysis

To book a consultation.
To learn about the services provided by Center of Gravity Consulting.

Persona

Name - William Thunder
Age - 62 years
Profession - General Manager at Simon McCallister
Simon McCallister had been doing well but recently the sales number started going down. They have been following the same business strategies for over a decade but now they do not seem to be working. William is concerned about growth of the company and wants to create a strategic plan for next 10 years with short-term and long-term goals for all the teams.

Name - Daniel Connor
Age - 27 years
Profession - Co-founder of a Start up. Software Engineer.
Daniel is a Software engineer by profession. Recently, he founded a startup with some friends. Their product is tested and ready to go. He also has a marketing plan. Daniel is concerned about the company's long-term plan. Since, none of the founders have any business experience they are considering to hire a professional who can help them build a strategic plan.

Usage scenario

A user will get to the website either by searching a keyword on Google or directly by reference. Google search user will read the content, check the services, make a decision on booking a free consultation. Direct users will most likely, already know Tony or were referred by one of COG’s clients. If they already know Tony – they will check the content to get little more idea of the process and services. If they are referred by one of the existing/past clients, they will read the content, check the services, make a decision on booking their free consultation.

Competitive analysis

Sixth Wing

Nice vibrant colors. Clean look. Irrelevant stock images. No navigation bar - only hamburger menu. No footer. To the point content but language is difficult to understand. Lacks easy of access. No mention of location. Responsive website.

McChrystal Group

Corporate/professional look. Clean look. Relevant stock images. Difficult language. No mention of location. Responsive website – has development issues, formatting issues, menu items are named differently.

Sketching the basic ideas and brandstorming content organization

Low-Fidelity Wireframe

Hi-Fidelity Wireframe

Hi-Fidelity Wireframe - Changed based on part user and part client feedback

User testing results on the second Hi-Fidelity

General Feedback from

USER 1: Distracting graphics – good text.
USER 2: A bit too heavy on military images.
USER 3: The value for money might have to be addressed on the website as this eld is populatedby big consultancy brands.
USER 4: On a high level I have a general sense for what the business does, although I don't have clarity on where I could deploy the services and which aspect of the business could be net the most from partnering with Center of Gravity. Some examples/case studies could be helpful here. Communication seems to be more of a catch-all. It doesn't t the rest of the ow.Are you a consulting rm or a motivational speaker?
USER 5: Business appears to be consultations pertaining to military-related strategy, analysisand overall mission-directive (such as identifying the appropriate message for the type ofbrand/business)More things looked clickable than there actually are.
USER 6: Over all – lacks color coordination
4 different users said - Too much text

Final Website

Click here to see the live website

Design Highlights

Organizing content
Color theme
Icons
Sourcing images
Responsive design

Lessons Learnt

Changing the scope of the project in the middle to make it more user friendly. Worked on simplifying the content (verbiage) which is also an important part of the user experience.
I should have done an initial round of user research on the client's old website to help him see his potential customer's perspective.
Learnt to use Wix templates
Redirecting domain names