Homepage Redesign
Mary Sargent
Initial iteration of Alcon Lighting’s redesigned homepage.
Client Overview
Alcon Lighting is a leading provider of high-performance, specification-grade lighting solutions for commercial spaces. Their target audience includes architects, designers, and contractors who value professional, compliant, and high-quality lighting products.
Project Goals
The goal of the homepage redesign was to improve usability, elevate the brand’s professional identity, and streamline navigation to better serve Alcon Lighting’s sophisticated audience. Additionally, the redesign needed to emphasize the company’s commitment to quality and compliance while optimizing the site for SEO and lead generation.
Challenges
• Complex User Base: Alcon Lighting serves a diverse group of professionals with varying needs, from architects seeking specifications to contractors looking for practical solutions.
• Outdated Design: The existing homepage lacked modern visuals and intuitive navigation, creating friction for users.
• SEO and Conversion Optimization: The site needed better performance to increase traffic and generate more inquiries.
Approach
1. Discovery Phase: Conducted stakeholder interviews and user research to understand audience pain points and expectations.
2. Wireframing and Prototyping: Designed wireframes and interactive prototypes to map out user flows and navigation.
3. Visual Redesign: Created a sleek, modern homepage with a focus on clean typography, professional imagery, and cohesive branding.
4. Development and Optimization: Delivered a fully responsive website optimized for SEO, accessibility, and fast load times.
5. Testing and Iteration: Performed usability testing and incorporated feedback to refine the design and functionality.
Key Features
• Streamlined Navigation: Clear categories and dropdown menus for quick access to products and resources.
• Professional Visuals: High-quality imagery and modern design elements that align with Alcon Lighting’s brand values.
• Enhanced Call-to-Actions: Strategically placed CTAs to guide users to product pages and inquiry forms.
• SEO-Optimized Content: Improved on-page SEO elements to increase search visibility and traffic.
Results
• Improved Usability: Reduced user drop-off rates by streamlining navigation and simplifying access to key information.
• Increased Engagement: Boosted homepage traffic and user interaction through clear design and engaging visuals.
• Higher Conversion Rates: Enhanced CTAs and SEO resulted in a noticeable uptick in client inquiries and lead generation.
Visit the updated homepage at https://www.alconlighting.com/.
Reflection
The Alcon Lighting homepage redesign exemplifies how thoughtful design can address user needs while achieving business goals. This project showcased my ability to merge user experience principles with strategic branding, delivering a solution that resonates with a professional audience.
Let’s Work Together!
Interested in transforming your website? Let’s create a solution that drives results and engages your audience.
Tools Used: Figma, Adobe Creative Suite, WordPress
Skills Applied: UX Design, Visual Design, SEO, User Research
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Posted Nov 17, 2024
Redesigned Alcon Lighting’s homepage to enhance usability, modernize visuals, and optimize SEO, driving engagement and conversions for a professional audience.
