Rebranding and custom website design for a fit tech company – RunDNA.
One of our design agency’s specialties is helping businesses leap from start-up mode to mature businesses with carefully crafted branding and custom website design tailored specifically to meet their growing needs. Our partnership with RunDNA focused on understanding how the company began and the team’s goals for their business to grow from start-up mode into a fully mature brand.
After a couple of initial meetings with RunDNA, we both agreed that we were a great fit and worked together to build a detailed project plan to map out our path to success with a rebranding exercise and custom WordPress website design. The company had gotten off the ground with a do-it-yourself Wix website but had outgrown the platform’s capabilities and required some more customized integrations between its online shop and external CRM and LMS platforms. We saw this as the perfect opportunity to extend the brand across all digital and physical applications and got to work.
Website Design Goals
- Analytics discovery – analysis of website analytics and user behaviour data would be distilled and studied to clarify audience expectations, user preferences and responsive technologies used to consume content on the website.
- Brand identity design – a creative marathon to craft a modern brand identity for the company that represents its vision, culture and conveys a more premium feel to the viewer.
- Website user-interface design – a new website interface design to extend the new brand identity across the digital spectrum driving conversions through education and product sales points.
- Custom WordPress development – outgrowing the Wix platform, it is crucial to develop a CMS that can grow and adapt with the company over time while offering more powerful marketing and SEO tools immediately.
- eCommerce and Integrations – to eliminate manual work within the online sales and course registration process, we would create custom integrations between the web store, the CRM (Hubspot), and the LMS (Kajabi).
- Search engine optimization – with little existing organic placement, a sound SEO strategy would be woven into the design process, followed by training on SEO best practices and media support for the marketing team.
The Web Design Process
Over the past 20 years, our web design agency has finely tuned a 6-step web design process that has stood the test of time and continues to deliver the results our clients aim for. The most important step is discovery, no matter how big or small a project is. Before we can design something to communicate with an audience, it’s imperative that we understand how they are and what challenges they face with the current website achieving their goals so that we can design something that solves those problems and provides a better, more engaging user experience.
Diving into the web analytics and conducting our famous kickoff questionnaire to gather important insights and vision from the stakeholders, we get to work studying the current website and top competitor sites. We also run a series of SEO audits to understand where the current website is successful in ranking and where we can improve the organic footprint. All this research comes together to build the foundation for the rest of the project, and we transition into the strategy phase.
Designing a new site map to address challenges in the navigation is a critical first step as it is an effective way to put everything on the table and organize the new site content to provide an intuitive experience.
Next up is UX design or wireframing, where we look at every unique type of page in the website and design a unique experience and information architecture based on the actions we want users to take on that page to achieve their goals – and the clients’. Wireframes are shared in a prototyping tool that allows all stakeholders and designers to work together on the prototype and make decisions with actual context, as many of the features and functions within the website can be simulated at this stage. Carefully planning the user experience through these detailed blueprints without the distraction of high-fidelity design allows for faster changes and experimentation to keep us on timeline and budget.
