Custom website design and WordPress theme development for a leader in digital marketing automation.
Our role as web designers offers countless opportunities to work with talented agencies within the creative industry. Our relationship with Goose Digital was born of one of those opportunities not too long ago as we met at a meeting with a shared client, Carbon60. Throughout our corporate rebranding and website design for Carbon60, we worked very closely with Goose Digital throughout the strategy and design phases of the project. Our teamwork ensured that shared resources found their way into both agency’s creative efforts offering the greatest impact on the new website and brand rollout that would later support a custom marketing automation solution.
Not too long after our firms were engaged once again, but this time to overhaul and redesign the Goose Digital website from the ground up. Having worked together previously to create a successful design campaign the ramp up to the project was incredibly smooth, and communication was clear.
Identifying Our Web Design Goals
- A new, responsive website design – the existing website was dated and struggled in contemporary mobile environments. Our core design goal was to address these issues by starting fresh and creating a brand new responsive website design that focused on evolving the Goose Digital brand to emote a more professional and confident persona and provide more clarity regarding their service offering.
- Custom WordPress theme development – the new website design required a flexible and adaptive content management system to allow Goose Digital to not only manage their content updates and blog posts but also create a feature rich user flow and experience in their digital sales funnel. With some customization of the WordPress backend, we created a highly flexible series of page templates that allow Goose to modify page layouts and add additional functionality on the fly without having to rely on our web development expertise.
- Deliver on a short timeline – Goose planned on a post-holiday marketing push and planned to rely heavily on the new website design to serve as the foundation. Given that our teams had experience working together we accepted the challenge to complete the new web design about 25% faster than the average similar project.
Our Web Design Process
Strategy and Research
Strategy and ResearchWorking through our initial website design strategy phase with Goose Digital started with an in-depth discussion of existing pain points within their existing website and identifying solutions to address them. Following our group discussions, we carried on with our independent review of their Google Analytics to provide a clearer view of how website visitors were using the website, and what content was of most value or interest to users. This information would later serve as a foundational element for our wireframing and page architecture exercises that would follow.
Working through our initial website design strategy phase with Goose Digital started with an in-depth discussion of existing pain points within their existing website and identifying solutions to address them. Following our group discussions, we carried on with our independent review of their Google Analytics to provide a clearer view of how website visitors were using the website, and what content was of most value or interest to users. This information would later serve as a foundational element for our wireframing and page architecture exercises that would follow.
Additionally, through a thorough study of the website analytics data, we were able to identify areas of the existing website and navigation that experienced higher than expected drop off rates. Understanding these issues early on in the project allowed us to create an improved navigation and user experience on the new website design to reduce these pain points.
With a thorough understanding of Goose Digital’s audience and expectations under our belt, our next step was to create a detailed sitemap to establish all properties and pages within the new website, where they would live and how our new navigational experience would work.
Following approval of the sitemap, things started moving with the design of detailed wireframes. Wireframing is the stage of most web design projects where things start to take shape and when our clients become more involved in the creative process. By creating wireframes before venturing into the web design phase, we eliminate visual distractions like colour, imagery and style to allow everyone to focus on page architecture and layout.
Web Design and Creative
Following the wireframing stage, we jumped straight into our creative web design phase, where the wires begin taking shape and coming to life as we refine and polish things up before the development of the website. A challenge we faced in the design stage was working with the colour palette within the Goose brand that features primary red, blue, green and orange. Leaning on these colours too heavily creates a visually confusing website design that bounces the user’s eye around the interface too violently, which we determined to be a key pain point with the existing website during our strategy and research phase. Our solution was to break these colours up, limit their use and rely more on the foundational black and strong imagery to carry the new design, creating a more professional and confident persona for the fresh new web design.
Another area we aimed considerable effort at to improve with the new website design was sourcing higher quality photography that was much more content-focused. Not only did this further our goal of creating a more professional and confident online brand, but also helped clarify and convey key marketing strategies.
In addition to incorporating high-end imagery into our website design, we also opted for custom icon design and illustrations throughout the content to provide more a more intuitive experience and more meaningful visual context to Goose’s digital marketing automation services.
Perhaps the most significant improvement we incorporated into the new web design was a truly responsive experience ready to adapt to any contemporary mobile environment. This experience not only enhanced the user experience on the website exponentially but also offered Goose Digital a notable leap forward in their search engine optimisation efforts.
“Having witnessed Parachute’s web design process with a shared client, there was no question as to who would create our new website. Parachute took our ideas and brought them to life using their creativity and expertise on a very short timeline. Since launch, our new website has exceeded expectations and served as a cornerstone for our marketing. I would recommend Parachute Design in a heartbeat.”
Vice President, Strategy
Custom WordPress Theme Development
With the approval of the brand new responsive website design, our professional web development team took to action on both the front end development and backend, custom WordPress theme design. With our extensive experience in developing custom WordPress websites, our team was able to hard code many of the necessary features and functions into the content management system rather than relying on third party plugins to achieve the same results. This web development approach helped us build a high performing website as well as reduce the time and ongoing cost to maintain customised plugins within the WordPress installation.
The final stage before implementation of the new website was quality assurance and on-site search engine optimisation testing. At this point in the project, we put the website through its final paces before pushing to production. We checked that the website was performing as expected in contemporary web browsers and typical mobile devices. We also verified that appropriate tags and metadata had been applied throughout the website to ensure Google had the information necessary to rank the website after launch effectively. We also check that all scripts are compressed, and other best practices are applied to ensure the website performs at its best.
Follow the launch of Goose Digitals new website our firms have begun working together on a more consistent basis pairing their marketing automation services with Parachute Design’s professional web design and development expertise. Together, our teams have created successful deployments for our shared clients that extend well beyond a typical marketing and design campaign in the professional services and technology sectors as well as business-to-business website design, such as Polar.
About Parachute Design
Since 2003 Parachute Design has been a cornerstone of the professional website design industry in Toronto, Ontario. In addition to our years of web design
Since 2003 Parachute Design has been a cornerstone of the professional website design industry in Toronto, Ontario. In addition to our years of web design experience, we’ve also been a pioneer in custom WordPress website design and development.