THE PROBLEM:
BAY Mediation has been serving small and large mediation and arbitration cases in Georgia for 25+ years. Unfortunately their branding and web presence has struggled to keep up with the changing digital space.
What we know:
BAY needs to become relevant again, and improve the overall user experience on their site to keep up with their competitors
BAY has a vast number of loyal clients
Modern, comfortable office space that is welcoming to clients and lawyers
Mediators are versatile, allowing BAY to offer a wide variety of expertise and experience in case matter
People like BAY for their locally owned business practices
Hypothesis:
Most users go to website to do online scheduling and view profiles on all the
mediators/arbitrators
Most users are expecting transparency with fees
Methodology used:
Competitive analysis
User interviews
User persona development
Prioritization of user goals
Brand refresh (colors, fonts, videos, guide—while keeping the BAY logo as-is)
Organization of important content
Wireframes followed by hi-fidelity mockups and development
METHODOLOGY & CONSIDERATIONS
COMPETITIVE ANALYSIS
BAY’s major competitors were doing vastly better in the digital space from a brand perspective and also a client retention perspective. We took a look at the features that each competitor offers used that to determine the importance in the market.
USER INTERVIEWS
We interviewed lawyers, mediators & staff that work in this industry to better understand who are users are, and what they need.
PRIORITIZATION OF GOALS
Using the information gathered from the competitive analysis, we were able to learn a lot about our users and determine what is most important to them through prioritizing their goals.
USER PERSONA & Analysis
Now that we better understood our users, we were able to put together an accurate persona to use when developing the website.
WEBSITE REDESIGN:
UNIQUE SELLING POINT
After our discovery phase, we came up with a new unique selling point to target our users and to use as consideration when designing the website.
ICON DEVELOPMENT
BAY needed a new look and feel as well as new icons to utilize their site.
sitemap
Reorganization of the site content to make it more user friendly with our research.
WEBSITE DESIGN ITERATIONS
We worked with key stakeholders and content developers to come up with the best layouts for our new site refresh.
View the full working site:
OTHER FUN STUFF:
Brand Photoshoot:
Brand Video:
Collateral:
