Streamlining a website’s design for growth
Skills & Tools
Design improvements on a membership organisation’s website to drive a growth in sales and engagement
Design challenge
After redesigning ACEVO's website in 2019, they asked for help in 2024 streamlining some elements of the design, based on performance issues discovered from managing and adding content.
- Some content was hard to add and style, resulting in key pages losing impact
- The homepage was lacking impact and not in line with their current content goals
Outline
Process & solution
From a workshop style audit with their website team, we identified clear issues and goals.
I then iterated a collection of possible design solutions in Figma, including tweaks to key page layouts, individual design elements, and a new homepage.
From the iterations, I shortlisted the most promising to present and discuss. From their feedback, we progressed towards final designs ready for development.
Impact & learnings
The pleasing thing about these kind of selective updates is they avoid the need for a whole new website, which businesses are so tempted to do when unhappy with performance.
Big impact can still be made selectively, if goals are clear and problems can be clearly identified.
Note: As of Q1 2025 development is ongoing so I can’t show most of it, although the new homepage is live.
Let’s work together
Based in the UK & available for fractional, part-time or for projects- 30 years experience as a designer & creator
- Multi-skilled in digital design, UX, prototypes & web dev
