FieldFlex Digital Transformation: Redesigning a seamless, user-centered website for global engagement.
Duration
3 Months
Industry
Facilities & Asset Management
Resources/Tools
WordPress, White Board
Role
Product Designer
Discovery & Research
Strategy & Design
Development & Launch
Background
FieldFlex has been a trusted name in mobile solutions for facilities and asset management since 2003, serving clients in 53 countries. Their website, however, struggled to convey this leadership. FieldFlex engaged me to overhaul the site with an eye toward clarity, accessibility, and a modernized digital presence. Learn more about FieldFlex here
Image: FieldFlex’s previous website lacked clarity and visual appeal.
The Process
1. Discovery & Research
Through a series of stakeholder and project manager sessions, I identified key pain points with the current site, such as unclear navigation, difficulty in accessing product features, and lack of visual hierarchy.
Image: User challenges identified: Navigation, Clarity, and Visual Hierarchy
Key pain points
Navigational complexity
Poor product visibility
Outdated design aesthetics
2. Defining Goals
Based on insights from Discovery, I crafted key objectives that guided our design and development phases:
Clear Navigation: Organize information to ensure easy access to all products and features, using card sorting and user testing.
Responsive Design: Adapt layouts for optimal viewing on all devices.
Engaging Visuals and Microinteractions: Use hover effects, animations, and contrast to highlight calls-to-action.
Image: User insights and structured information led the design approach.
Strategy & Design
Proposed solution
Leveraging card sorting insights, I defined a streamlined information architecture, making the navigation intuitive for users. Wireframes followed, focusing on functionality and responsive layouts.Go Further: Full members grow their credit score 50% more than lite members.
Get There Sooner: Full members are 30% more likely to successfully access new credit through Loqbox.
Arrive Happier: Full members are more than twice as satisfied with their savings journey through Loqbox.
These benefits were crafted to deliver both practical and emotional value, ensuring users understood not only the functional advantages but also the increased satisfaction associated with full membership.
Features of the New Design:
Quick Demo Button: Accessible from any page for product trials
Feature Comparison Table: A plugin with custom coding to highlight product package differences
Consistent Visual Language: Branded colors, typography, and icons for a cohesive look
Images: Wireframes and Navigation Flow: Emphasizing intuitive exploration.
Development & Launch
Notable Additions:
Built on WordPress using Elementor, the redesigned FieldFlex site reflects a clean, professional look. The WordPress CMS empowers the client’s team to keep content fresh, while the streamlined navigation, engaging animations, and micro-interactions enhance usability.
Key Insights from Downgrade Research
Quick Demo Button in Navigation
Feature Tables using custom-coded elements
Integrated contact info at the footer for easy access
Results:
The new FieldFlex website exceeded the client’s expectations, delivering a user-friendly, branded, and responsive site that showcases their offerings effectively. The intuitive navigation and fresh design have enhanced user engagement, streamlining the exploration process for prospective clients.