Modernizing Office Design
2024
An award winning photographer dreams to improve and reinvigorate the way people purchase photos from photoshoots.
Architectural Interiors
UI/UX Design
Design Systems
User Research
User Testing
Brand Touch-Up
Overview
About Office Concepts
Office Concepts Inc. is a full-service provider of architectural interior products and office furniture, specializing in contemporary workplace solutions for corporate clients, architects, and interior designers.
Problem
Office Concepts' digital presence failed to reflect their expertise in modern office and architectural interior design. Their outdated website featured poor navigation and organization, inadequately showcased their extensive range of products and brands, and suffered from inconsistent branding across platforms—creating a disconnect between their impressive project results and online experience.
Solution
I delivered a comprehensive website redesign focused on user-friendly navigation, intuitive information architecture, and a cohesive and modernized visual identity thanks to the creation of style guides and the design system. By developing distinct user pathways for different audience segments I created a digital experience that properly showcased their capabilities.
Impact
The transformation resulted in 45% longer average session duration, and a 60% reduction in bounce rate. Industry partners reported finding product specifications 3x faster, while the new project gallery generated a 50% increase in returning visitors.
45%
Longer Average Session Duration
60%
Reduction in Bounce Rate
3x
Faster to Find Desired Specifications
50%
Increase in Returning Visitors
Research & Discovery
User Journey & Flow
Through stakeholder interviews and user polling, I identified distinct usage patterns across Office Concepts' diverse audience. Corporate clients primarily sought past projects and consultation information, while industry partners needed quick access to technical specifications. User testing revealed 70% of visitors struggled to locate brand partnerships, and 65% abandoned the site before finding consultation booking options.
Brand Positioning
Market analysis showed Office Concepts occupying a premium position in the commercial furniture space, yet their digital presence suggested otherwise. The brand refresh updated their style guides while maintaining their established logo to elevating its application with more sophisticated typography, refined color implementation, and consistent design patterns that better reflected their market position.
Design & Development
Brand
I refreshed the existing brand identity by refining rather than replacing core elements. The updated style guide introduced more consistent typography usage, expanded the color palette with sophisticated blues and neutrals, and standardized photography treatment to better showcase their products' quality and craftsmanship.
Design System
I developed a comprehensive design system in Figma that established consistent UI components, typography hierarchies, and spacing principles across digital and print materials. This modular system provided Office Concepts' team with flexibility while ensuring brand coherence without limiting creativity.
Testing & Iteration
Architecture
The redesigned site architecture organized content into intuitive pathways for different user types. I implemented easy to browse portfolios and product catalogs and created contextual calls-to-action based on browsing patterns, drastically shortening the path to consultation.
User Improvements
Based on post-launch analytics and user feedback, I enhanced the project gallery with improved organization and visual hierarchy, and reworked how users can browse Office Concepts various specialties. The consultation form was also streamlined from fourteen fields to eight, resulting in an increase in form completion rates.
Reflections
Lessons Learned
This project reminded me of the importance of aligning digital presence with physical experience. You can do incredible work, but in a digital first society, visual first impressions can mean winning or losing your next client. Additionally as someone who loves to produce new logos and brand identities, this isn't always necessary for a successful brand. We were able to keep the logo, while elevating the rest of the brands positioning which was refreshing!
