Pink Accounting Resources Website Design

Lead UX & UI design for Pink Accounting Resources' website redesign.

User Research / Product Strategy / UX Design

Overview

Pink brings a friendlier face to accountancy, and needed to refresh their online presence to match their offline one.

Pink was undergoing a small-scale rebrand - refreshed business strategy & a clearer focus on who they were as a business. Part of this involved restructuring the website to ensure that prospective clients had access to all the information they needed in order to decide to contact the business to book a consultation.

 

The key focus of the website was to provide reference points for current clients, as well as being an information source for prospective clients. The key CTA was to 'book a free consultation', as the homepage of the site had the capacity to act as a lead generation tool.

 

Previously, the website was not used as a tool in the lead capture process - the only function it served was as an information source, which meant that the business was potentially missing out on opportunities.

In order to meet the business' requirements and improve the user experience of the site, we embarked on a redesign of the key platform resources: the homepage, the about us page and the contact us page. I worked with Pink to lead the design and UX improvements of the website redesign.

Setting Goals

The process began by gathering feedback from first-time users to job hunting regulars.

Based on their common pain points while using the site and searching for jobs, I created aspirational user goals and design prompts to explore initial low-fidelity solutions.

Here are few we explored:

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  • Help me find jobs more easily 
    How can we find ways to save them time while job hunting?
     

  • Make it more personal to me
    How can we offer a more personalised experience and show them more relevant roles?
     

  • Help me get to know the employers better
    How can we best showcase what an employer has to offer them?
     

  • Make me feel better about the job search process
    How can we positively reinforce ongoing engagement and loyalty to the platform throughout a user's career?

Explore

We tested low-fidelity changes and updates to the platform to see what users responded to. 

Exploration focused on bringing a clearer identity to the brand through restructuring homepage elements and adding strategic calls to action. On the business side, I maintained a level of promotional opportunities without compromising the overall user experience.

Refining

I developed an easy-to-update modular design system based on what resonated most during testing.

Below are a few examples of the high-fidelity wireframes I designed.

TOUCHPOINTS

WORKHORSE

MENU

HEROIC

Final Design

A clear and detailed design draft of pages made it easy for the external team to reference.

Madgex, Only Marketing Jobs' hosting platform, carried out the design implementation and development of the various websites. See below for examples of the mobile-optimised final version.

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