AMS Website
As the company shifted from "behind the meter" services to "front of the meter", AKA energy trading, we need a new website that felt fresh, reflected our new branding, and better served its purposes of communicating what we do and attracting new clients.
My role
Challenges
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Design lead
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Information architect
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Content strategist: work with in-house SMEs to understand the technical aspects of what we do, and condense and organize into a meaningful website
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Managing CEO's wishes and expectations
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Application of new brand identity
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Creation of website
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Existing copy was mostly unusable. Un-applicable to new business direction, jargon-full, and generally lacking
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Existing website could only be updated by the engineering team, who needed to prioritize product work. Simple tasks like adding news articles or changing copy could take weeks
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CEO was a visionary with very specific ideas. She was heavily involved in the process, and getting her feedback was difficult
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As initially the only designer, I was balancing this work with my other product commitments
Simplistic and basic feeling; it provided a high level overview of the company's product offering but left much to be desired.
The old website
There was a huge rush to get the new website out ASAP as our first market intelligence-traded wind farm was planning a press release, and we wanted the AMS website to be in its best condition
1.
Deep dive and map of existing website
4.
Map content to support goals
2.
Competitive benchmark of similar websites
5.
Work with internal SMEs to generate technical content
3.
Identify new website goals
6.
Build the website using website builder, hand-off to marketing
The new website
Consistent branding throughout
Clear CTAs throughout website targeted at different user groups to guide navigation and generate sales leads
Clear value propositions for our product offerings
Team position openings to attract new talent
Link to sign into product pages for existing clients to give them a single access point (not shown here, last link in nav)
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