LinkTech Website Redesign

Designed a website for the startup company LinkTech.

Role

Lead Designer, Researcher, Strategist

Company

University of Washington,
Communication Leadership
with LinkTech

Platforms

Desktop web browsers

Areas

Research, Strategy, Design

Software Used

Figma

Background

LinkTech is a startup that specializes in niche role staffing on a contract basis. Their focus in on candidate value and cultural fit, honing in on DEIB recruitment. The company’s goal was to encourage consultations and expand their client base. Project timeline was restricted to a few weeks due to course structure.

Approach

In our initial analysis, we noticed the current site design was simple, and the flow was clear, however the copy (text) was overwhelming, and buried the values and uniqueness of LinkTech. Through comparative analysis, it was clear that LinkTech fell behind in the features of the website, like the global header, global footer, clear link redirections, and also fell behind in clarity and effectiveness of content.

Initial Comparative Review (Link to full spreadsheet)

  • Compared LinkTech to other competitor sites that focused on DEIB recruitment.

  • Looked at clarity of content, use of imagery, continuity, CTAs, and representation of values.

  • Out of 32 total points across all categories, LinkTech scored 18 points.

  • Found clear areas of improvement and strong points for the company.

User Testing

  • Conducted limited user testing with three individuals that worked in HR or corporate recruiting, one of which identified as visually impaired.

  • Found where users might be confused or receive unclear information.

  • Noted where colors and text accessibility was lacking.

  • Developed a persona from the users tested and company feedback on desired users.

Wireframes

  • Developed wireframes for redesign based off agreed upon information architecture and user testing.

  • Focused on how to display information, utilizing the rule of thirds, Gestalt’s law of proximity, and use of empty space.

Information Architecture

  • Defined desired Information Architecture.

  • Focused on information received from user tests on current website to make adjustments.

  • Left areas of suggested future improvement.

High Fidelity Prototype

  • User testing was executed on the prototype redesign with the same questions as the user testing on the existing website. Scores were much higher in all areas, especially in visual layout, text accessibility, color usage (contrast), and company reliability.

Lessons

The main challenge for this project was working with a startup in their beginning stage that didn’t have clearly defined brand identity, style guide, or knowledge of current user behaviors and needs. We were able to A/B test the current site and prototype which provided valuable data and feedback to the client. We held check-ins with the client to ensure we were approaching the project in a way that aligned with their goals and vision. It was a great learning experience and I am actively reworking the design in my free time to further align with the company goals and audience.

Future Changes

  • Refine existing content to ensure clarity, conciseness, and alignment with the company’s core values and mission.

  • Rework the design to better fit the target audience and company goals.

  • Refactor code to enhance performance and accessibility.

  • Improve SEO optimization.

  • Implement analytics to track user behavior and site performance.