Reimagining Elite’s Digital Presence

A New Approach to Lead Generation and User Experience

<aside> 💡 In April 2024, I joined Elite Language Services as their found a Product Designer to revamp their outdated website into a modern, user-centered platform. They needed more than just a website; they needed a strategic tool to connect with clients and grow their business. My role focused on leading the design process, collaborating with stakeholders, and delivering a scalable launchpad website.

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✏️ The Product

Project Name: Launchpad website Sponsor: Elite Language Services Product Manager: Diego Díaz Product designer: Fernando Vergel Marketing team: José Bonifacio Operation team: Paola Aguilar

The new Elite Language Services website was designed as a functional, user-centered platform to attract leads in the medical, legal, and business sectors. The project’s first phase focused on delivering a launchpad website, providing the foundation for future iterations based on real user data.

🏁 The Goal

The primary objective was to create a website that:

• Attracted and converted leads effectively.
• Improved overall usability and accessibility.
• Supported the company’s growth strategy with a scalable and iterative design.

😮‍💨 The problem

The old website failed to meet the company’s needs due to:

• Poor usability and unclear navigation.
• Frequent security vulnerabilities that rendered the site inaccessible.
• A lack of alignment with accessibility standards.
• Inadequate data for making informed design decisions.

💊 The solution

We adopted a rapid approach to deliver a launchpad website that addressed immediate needs while providing a foundation for future improvements. Key actions included:

• Conducting secondary research and stakeholder interviews to align the design with business goals.
• Developing wireframes and prototypes that prioritized usability and accessibility.
• Incorporating tools for real-time data collection to guide iterative improvements in the next phase.
• Ensuring a responsive, modern design that could serve both desktop and mobile users.

Responsibilities

<aside> 💡 As the lead Product Designer, I:

• Defined the product vision in collaboration with stakeholders to align the redesign with business objectives.
• Conducted user and secondary research to identify key pain points and opportunities for improvement.
• Led Scrum ceremonies, including Daily Stand-ups and Sprint Planning, to maintain an agile workflow.
• Designed high-fidelity prototypes and detailed handoff documents for the development team.
• Advocated for accessibility and usability, ensuring the new website met modern standards. </aside>

Streamlining Elite’s Online Presence

When Elite Language Services set out to redesign their website, the project was more than just a visual upgrade, it was a fundamental shift to align the company’s digital presence with its business objectives. The goal was to create a user-centered platform that generated leads while addressing accessibility and usability issues. However, the path to achieving this vision was filled with challenges.

Building a Foundation for Change

Stakeholder Meetings: Aligning Goals and Vision

• Engaged with stakeholders to understand the company’s mission and vision, proposing updates to align with current objectives.
• Collaborated to focus on three primary services: medical, legal, and business interpretation, ensuring a targeted approach for lead generation.

At the outset of the project, I prioritized understanding Elite Language Services’ core mission and vision. During stakeholder meetings, I engaged deeply with the leadership team to uncover their aspirations and the company’s evolving business objectives. Recognizing the need to refresh and align their mission and vision with current market demands, I proposed updates that would create a stronger connection between their services and target audience.

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Why this approach?: Through collaborative discussions, we honed in on three primary areas of focus: medical, legal, and business interpretation. By narrowing the scope to these core services, the team could concentrate on generating quality leads while laying the groundwork for future growth.

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Competitor Analysis: Spotting Opportunities

• Conducted a secondary research study to evaluate competitors’ strengths and weaknesses.
• Identified gaps that could differentiate Elite’s offerings, such as a streamlined user journey and better accessibility features.

To build a website that truly stood out, I began by conducting a thorough analysis of Elite Language Services' competitors. Through secondary research, I evaluated their strengths and weaknesses, uncovering areas where Elite could differentiate itself and better serve its target audience.

One of the key findings was that many competitors lacked a streamlined user journey, often leaving users frustrated by unclear navigation and complicated booking processes. Additionally, accessibility features were frequently overlooked, presenting an opportunity for Elite to position itself as a more inclusive and user-friendly service provider.