LAB3
Responsibility
UX/UI
Art Direction
Creative Direction
Strategy
Outcome
Website
Introduction
LAB3 is an award-winning technology provider. The specialist in cloud-based solutions that help businesses to streamline their processes. Improving employees productivity and modernising customer environments increase their services/products quality as a result.
As one of the fastest-growing companies, its current site with dated information no longer be adequated to the growth of LAB3, thus our task is to design a new website that aims to showcase capabilities and strengths.
Stakeholder Objectives
STEpPing into leadership
After the initial workshop, stakeholders want to generate more leads from the site, accelerate LAB3 sales by increasing the volume of the Data & AI service. Also, they want to validate and exhibit its capabilities to users, promote company culture. LAB3 wants to stabilise growth by taking on more regulated industries such as mining, government and finance.
01
Research
Users Interview
Prior to our meeting, LAB3 has conducted their internal user interviews, they have found out most of the users who land on the LAB3 website often fail to find relevant information or content, they also experience difficulty navigating the website. Stakeholders expressed concern that if users fail to understand what LAB3 does as a business and they will turn to LAB3's competitors.
When I land on the website, everything is a bit confusing, I am not quite sure what LAB3 provide as a service, just don’t know what it does...
Users objectives summary
We have identified two groups of main users visiting the LAB3 website, business-oriented (CEO) and technical-savvy (CTO). Both groups of users share a similar goal – Finding useful information.
Here are the key summaries of what users want to learn from LAB3 website:
LAB3 Technology, IP
Website content should focus on how LAB3 utilising technology (Microsoft, Hashcorps, Data IQ, Dell…) to automate businesses in different industries.
Referral Authority
Showcasing existing tier one clients, providing track records that guarantee ROI and generate more referrals
Trustworthy
Disclose result, ROI data/number on each project, facts and statistics hold their weight to LAB3 potential clients.
Competitors
Research
With the booming in the technology industry in recent years, LAB3 has doubled its size with it, whilst no doubt that LAB3 is an award-winning contestant in the industry, but at the same time it is competing up against some other industry giants, so let's take a look at what these competitors did with their online presence.
Alphas
Have a large amount of press, articles, case studies, reports (research), which helps to emphasise Deloitte as the industry leader + Dynamic search function
Deltas
Indifferent website structure, Deloitte presents itself as more of a media website which can be confusing at times and hard for users to find the information they are looking for
Alphas
Datacom's website has an effective information architecture, information is easy to find. Designs, layout and visual language are consistent, users won't get lost in different pages.
Deltas
Minor issues with some content being lengthy, but this could be due to the complex nature of the industry
Alphas
Out of all the competitors, AC3 seems to put the most effort into their content, really well use of language and tone, this is the prime example of how great written content manage to reach its audience
Deltas
In the comparison of its content, AC3 brand/visual design leans more toward casual and playfulness, instead of sophisticated and corporate. However, this approach could be intentional
Function/Content Inventory
Deloitte
DataCom
AC3
02
Define users & problems
User Personas
Problem statement
LAB3's website(Old) content and information architecture lack clarity, resulting in users failing to understand what solutions/services they are offering, let alone comprehending LAB3's capabilities and strengths.
03
Ideation & Design
Visual Design
IA, information foraging
We have improved navigation flow and created the missing INTERNAL pages to encounter the previous problematic approaches like menu-links that open up a "PDF" or an external site.
01 / 03
Solution page header
02 / 03
List of solutions under different principles
03 / 03
Full screen mega menu
Content
Take a closer look at LAB3 existing content, analysing what can we keep, discard or expand on, such as case studies that are lost in the mix of "News/blog" in the old site.
LAB3 culture
Building a company autobiography. Credit the staff members behind the scene who make LAB3 unique and showcase the company culture, attracting and retaining the right talents.
01 / 04
New page for company culture
02 / 04
Latest press release and clients showcase
03 / 04
A step by step breakdown on each solution
04 / 04
Outlining key success in each case study
outcome
To achieve the goal of this project, we have to dive into and understand how LAB3 operate, their business proposition, promises to clients and its uniqueness compares to their competitors, then we proceed to implement new features, content for the new site that is relevant to users.
01 / 03
Homepage
02 / 03
Call to action
03 / 03
Footer
