:: Information architecture

:: Task Flow Creation

:: Lo-Fi wireframes

:: Button UI

:: Visual Storyboards

:: Branding strategy

 

During my time at B+L, Tommy Bartlett reached out to us for a website redesign. Their biggest concern was SEO ranking and brand alignment between Tommy Bartlett Watershow and Tommy Bartlett Exploratory. There were a lot of duplicate content and the two brands were seen as identical to users. 

My role within this project was IA, lo-fi wireframes, visual concepting and storyboard creation. My first approach was identifying all the necessary pages and where the duplicate content existed. With a list of all the already high ranking pages, I was able to evaluate and eliminate orphan pages by combining specific pages for more depth in content. 

The biggest struggle within this project was determining how to show brand alignment, while still using unique content. The solution an Interactive designer and I created was having a shared homepage, where users chose between the Watershow or Exploratory.

We tested the potential task flows to see if there were any confusing gaps, but with the help of strong IA and distinct branded UI's, we were able to easily tell what brand site we were on.
Watershow had blue and water pattern in the background, while the Exploratory was green with orb looking patterns. There are also two tabs located on the top navigation, for easy access to the alternate brand. This was extremely helpful since Exploratory was getting a significantly lower amount of traffic and the tabs helped leverage the Watershow's traffic onto Exploratory's site.  

With the help of social promotion, we were able to help improve their overall site ranking and brand alignment for end users from browser to responsive