UI/UX Case Study:
Redesigning Digital Presence for Benchmark Engineers and Consultants Limited (BECL)
Role
UI/UX Designer, Graphics Designer, WordPress Developer, and Brand Creative Director
Date:
Summer, 2019
Agency
Primedux Limited, Lagos, Nigeria.
Deliverables
Responsive Website, and Brand Assets such as business cards, company brochure, and identity cards.
Overview
Benchmark Engineers and Consultants Limited (BECL) is a Nigerian-owned engineering firm that delivers specialized solutions across Civil (Structural), Geotechnical, Environmental Engineering, Geophysical, Laboratory and Testing, and Project Management services. BECL sought a website redesign to showcase its professionalism, highlight its technical expertise, and drive client engagement. This case study details how I employed a user-centric design approach to create a high-impact digital experience that elevated BECL’s online presence and exceeded business objectives.
Challenges 💪🏽
Brand Differentiation
Establishing BECL’s unique position in a competitive engineering consultancy market.
Engagement Gap
Simplifying the process for clients to understand BECL’s services and initiate inquiries.
Portfolio Underutilization
Transforming BECL’s extensive project portfolio into a compelling narrative of expertise.
Accessibility and Usabilitys
Ensuring a seamless experience across all devices for technical and non-technical users alike.
Objectives 🎯
Build Trust and Creditbility
Design a professional digital presence that reflects BECL’s expertise and commitment to quality.
Simplify Service Discovery
Develop intuitive navigation to help users quickly find relevant information.
Drive Client Interaction
Implement clear, compelling calls-to-action (CTAs) for inquiries and project discussions.
Showcase Achievements
Present BECL’s projects in a visually engaging and informative way.
Ensure Mobile Optimization
Create a responsive design that performs flawlessly across all devices.
Design Process
Empathise: To understand BECL's Needs And Its Users
- Conducted in-depth interviews with BECL stakeholders to align on vision, goals, and challenges.
- Analyzed competitor websites to identify strengths and areas for differentiation.
- Surveyed current and potential clients to uncover pain points and preferences.
Key Insights:
- Users sought clarity on BECL’s services and examples of past successes.
- Trust and professionalism were critical for decision-making.
- Easy mobile access was a priority for busy professionals.
Define Problem statement
How might we create a website that communicates BECL’s expertise, builds client trust, and streamlines engagement to drive inquiries?
Design Goals
- Elevate BECL’s brand identity with a clean and professional design.
- Highlight services and projects in an accessible, user-friendly manner.
- Optimize for lead generation through strategic CTAs and interactive elements.
Ideation, Prototype and Design
How might we create a website that communicates BECL’s expertise, builds client trust, and streamlines engagement to drive inquiries?
I focused on a clean, minimalist designs emphasizing readability and professionalism. Designed and developed using WordPress.
Homepage
Crafted an engaging hero section with a bold tagline and professional imagery showcasing BECL’s expertise.
Service Pages
Designed dedicated pages for each service, enriched with clear descriptions, diagrams, and real-world benefits.
Project Portfolio
Created an interactive gallery featuring completed projects with visuals and concise case studies.
About Us Page
Highlighted BECL’s team credentials and commitment to client satisfaction.
Contact Section
Designed a prominent inquiry form and quick-access contact options.
Test
The prototypes underwent multiple testing phases:
Usability Testing
Real users navigated the site, providing feedback on ease of use and clarity.
A/B Testing
Tested different homepage layouts to identify the most effective design.
Performance Checks
Ensured fast load times, mobile responsiveness, and browser compatibility.
Results and Impact 📈
Lead Generation
40% increase in client inquiries within three months post-launch.
Brand Visibility
Enhanced perception of professionalism and trust among target audiences.
User Engagement
Significant improvement in time spent on service and project pages.
Client Feedback
Stakeholders praised the clarity, visual appeal, and ease of navigation.
Lessons Learned
Empathy Drives Success:
Understanding user needs was critical to creating a design that resonated.
Clarity is Key
Simplified navigation and well-structured content facilitated better user decisions.
Iterative Feedback Works
Regular testing and iteration ensured a refined, high-quality product.
Future Enhancements
Content Expansion
Introduce detailed blog posts and industry insights to drive organic traffic.
Client Dashboard
Develop a portal for tracking project progress and updates.
AI Integration
Implement AI tools for dynamic project cost estimation and service recommendations.
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