Antler

Eager to showcase their revitalised brand identity, embarked on a mission to revamp the digital presence. The primary objective was to breathe new life into their homepage, strategically aligning it with their fresh branding elements.

Design pages
what i did

UX strategy
User research
Competitor research
Initial Concepts
UX/UI Design
Design system
Engineering handoff

Overview

Partnered with an agency to work as lead designer. Eager to showcase their revitalised brand identity, embarked on a mission to revamp the digital presence. The primary objective was to breathe new life into their homepage, strategically aligning it with their fresh branding elements. Charged with crafting three distinct initial concepts to help set the direct that would serve as the cornerstone for the homepage's transformation.

INSIGHTS

1.5x

1.3x

1.7x

MOBILE Performance

Desktop Performance

Overall LCP BoosT

DISCOVERY
discover
The ideation phase began with a workshop of all stakeholders in order to decipher why a rebrand was required and previous pitfalls in the past. Through focus groups, it was identified that the current branding wasn't hitting the mark with their target audience.
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Antler needed their site to reflect a rebrand, and had an aggressive timeline to get this done. In order to achieve this we proposed a bridging solution to update their existing site, in tandem whilst also improving performance by tidying up years of technical debt. We began by inspecting the intra-funnel performance utilising web analytics, usability testing and heat mapping. We assigned KPI's to each stage of the funnels to utilise the metrics and identify areas of the site for improvement.
IDEATE
After the rough sketches and wireframes, low-fidelity prototypes were created, which allowed us to start user testing with key stakeholders.
Each concept was carefully developed, taking into account the nuances of Antler's renewed brand identity, ensuring that the essence of the brand resonated seamlessly through the online platform Following this a usability study was conducted in order to identify specific areas of the task flow where improvements needed to be made. This test identified new ideas to further satisfy user's needs, expectations and desires when using the site.
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DEFINE
Collaboration was key in this venture. Actively engaged with stakeholders, absorbing their valuable insights and aligning their visions with the overarching goals. A pivotal aspect of this process was the collaboration with an external agency responsible for conceptualising the new branding.
This partnership facilitated a harmonious transition from offline to online, ensuring that the brand's essence and visual language seamlessly flowed into the digital realm.
IDEATE
The ideation phase began with a white board exercise with key stakeholders to decide what was needed on each page from a technical standpoint. Following on from this rough sketches and wireframes were created.
After the rough sketches and wireframes, a simple user flow and low-fidelity prototypes were created to start user testing. Next a usability study was conducted to identify specific areas throughout the task flow where improvements or changes needed to be made. This test identified new ideas to further satisfy user's needs, expectations and desires when using the product.
REFINE
The journey from sketch to final UI involved an iterative process of feedback, refinement, and creative exploration. Agile, adapting the approach based on stakeholder input and ongoing collaboration with the branding agency.

Through this dynamic process further concepts were created, enriching them with interactive elements, intuitive navigation, and captivating design elements that truly encapsulated the essence of Antler's refreshed identity.

DESIGN SYSTEM
Design system
DESIGN SYSTEM
The design system served as a centralised resource hub, fostering a shared understanding and language between designers and developers.
It facilitated smoother handoffs, minimised discrepancies, and significantly expedited the development process. Moreover, it empowered the development team to swiftly translate the design concepts into a functional, pixel-perfect user interface while adhering to the brand's visual identity and user experience standards.
solution
Antler's digital presence is not just a reflection but an embodiment of its new brand ethos.
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Problems solved
  1. Long-Term Scalability
  2. Redesign ensures that Antler's online presence aligns with its current brand identity
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