Context

AND Digital aimed to refine its value proposition and digital presence to align with its evolving brand and market positioning.

Objective

1. Clearly and impactfully explain what AND Digital offers.

2. Increase familiarity with AND Digital among key audiences (clients, candidates, and partners).

3. Represent service offerings comprehensively.

4. Drive better engagement metrics on the website (e.g., page views per session > 1.53).

My Role

Research and Strategy

- Conducted a competitive analysis to benchmark AND Digital against industry leaders.

- Engaged with stakeholders to understand business goals and user needs, ensuring alignment across teams.

- Synthesized insights into user personas, identifying key audiences such as:

- Clients (looking for insights into AND’s services and expertise).

- Candidates (seeking graduate or experienced roles).

- Investors (evaluating fiscal health and long-term vision).

Information Architecture (IA) Design

- Audited the existing IA to identify redundancies and opportunities for a cleaner, user-centric structure.

- Proposed a new IA focusing on:

- Easy access to case studies and insights for clients.

- Streamlined navigation for job seekers.

- Consolidation of thought leadership under a unified “Insights” section.

Content and Design Planning

- Partnered with content and design teams to:

- Develop consistent tone and messaging across the site.

- Enhance the visual hierarchy to draw attention to key services.

- Collaborated on setting up Figma files for seamless design iteration.

Execution and Testing

- Led the creation of wireframes and prototypes to test new layouts and navigation.

- Iterated designs based on feedback from usability testing with clients and internal stakeholders.

Tracking and KPIs

- Integrated tracking mechanisms to measure the success of the revamp.

- Monitored engagement metrics, such as page views and time spent on key pages, post-launch.

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Key Deliverables

Revised Information Architecture

- Simplified navigation with a focus on user priorities (e.g., “About Us,” “Services,” and “Careers”).

User Personas

- Clear segmentation for Students, Experienced Candidates, Clients, and Investors, each with tailored content.

Competitive Analysis

- Document outlining gaps and opportunities compared to competitors.

Wireframes and Prototypes

- Tested designs for the homepage, services, and careers pages.

Impact

- Improved clarity and alignment of AND Digital’s value proposition.

- Increased average page views per session to meet or exceed the target KPI (> 1.53).

- Enhanced user experience for both candidates and clients, leading to more meaningful engagement.