WPP
Company website redesign
Company website redesign
During my role at WPP, global leader in the communications sector, I led the redesign of the corporate website. As the company continued to evolve and expand its market presence, there was a need to modernise the website to align it with WPP's updated brand identity and to increase user engagement through improved user experience. This project was essential in upgrading WPP's online presence with major clients and OpCos—the focus was on elevating the brand through design and functionality.
YEAR
2022
TIMELINE
10 weeks
10 weeks
ROLE
UX/UI Designer
UX/UI Designer
CHALLENGES
The existing WPP website, while operational, lacked alignment with the WPP's recently refreshed brand identity and user experience standards. Users found the site outdated, both in terms of design and usability, which impacted their engagement and perception of WPP as an innovator in the communications sector.
ORIGINAL WPP HOMEPAGE
Our goal was to transform the website into a platform that not only resonated with the company's brand identity but also to address these issues.
STRATEGY DEVELOPMENT
Our strategy revolved around three key objectives:
1. Enhanced user experience: focused on simplifying navigation and improving content readability and engagement.
2. Brand identity reflection: ensured the design elements were in line with WPP’s updated branding for a cohesive experience.
3. Flexible content layout: adopted a modular approach for dynamic content arrangement and narrative information architecture.
2. Brand identity reflection: ensured the design elements were in line with WPP’s updated branding for a cohesive experience.
3. Flexible content layout: adopted a modular approach for dynamic content arrangement and narrative information architecture.
RESEARCH AND PROCESS
1. Analysis and User research
The project began with a research phase, utilising existing market analysis and incorporating feedback from various teams across WPP, including marketing, creative, and technical departments, to quickly gather insights.
During this phase, we focused on:
- Identifying user personas to tailor the design to various audience needs.
- Benchmarking against competitors to pinpoint differentiation opportunities.
- Benchmarking against competitors to pinpoint differentiation opportunities.
EXTRACT FROM COMPETITIVE BENCHMARK
This analysis led us to significant enhancements, including:
- Readability: we transitioned to white or less busy backgrounds to ensure text readability and focus on key messages.
- Navigation: to address user feedback, we reorganised the homepage into flexible modules with clear labels, to guide users in locating contents.
- Content engagement: we refined our messaging and visuals to engage users, embodying WPP’s commitment to creative transformation.
- Readability: we transitioned to white or less busy backgrounds to ensure text readability and focus on key messages.
- Navigation: to address user feedback, we reorganised the homepage into flexible modules with clear labels, to guide users in locating contents.
- Content engagement: we refined our messaging and visuals to engage users, embodying WPP’s commitment to creative transformation.
MOBILE DESIGN OVERVIEW
2. Strategy development and wireframing
Following our research, we developed a design strategy that would make the WPP website intuitive and reflective of the brand. We produced wireframes to establish the foundational structure and flow of the site. These were refined through several revisions to ensure they met both the users’ needs and WPP's goals.
EARLY-STAGE LO-FI FRAMES
3. High-fidelity mockups & brand integration
Moving from wireframes to high-fidelity mockups, we added detailed that adds elements from the WPP’s brand identity into the UI, showcasing a cohesive brand experience through consistent use of colours, fonts and imagery.
HIGH-FIDELITY MOCKUPS IN FIGMA
4. Final Implementation & Review
After finalising the high-fidelity mockups, we collaborated with the development team to bring the designs to life, ensuring each element of the WPP website was both intuitive and engaging. The implementation phase included comprehensive reviews and usability testing to verify design alignment and functionality. Based on this feedback, we fine-tuned the design, achieving a user experience that aligns with WPP's brand values.
FINAL DESIGNS: HOMEPAGE (DESKTOP VIEW) & WORK PAGE (MOBILE VIEW)
DOCUMENTATION
Our final step involved creating the WPP UI kit to ensure consistency, scalability, and ease of implementation for future website updates. Each element is designed to reflect WPP’s brand identity, ensuring consistency across digital media.
UI KIT OVERVIEW
After the launch, we closely monitored user interactions and gathered feedback to identify areas for improvement. This ongoing dialogue with our audience helped us make targeted enhancements, ensuring the website continually evolved to meet user needs and expectations.
OUTCOMES AND IMPACT
The redesigned WPP website has significantly improved the overall user experience, receiving positive feedback from users and industry leaders. These qualitative improvements have bolstered WPP's digital presence, aligning it more closely with its brand identity and enhancing user satisfaction.
Our collaborative approach with the development team has also streamlined content updates, making the website a dynamic showcase for WPP's extensive portfolio and thought leadership.
