Flash Concepts
Website Redesign
Time: 2023 & 2024
Role: Designer & Manager
Location: Singapore
PROJECT DETAILS
About the Project
Flash Concepts is a Singapore-based events company specialising in event management, with additional services in marketing, logistics, and video production.
The owner decided that their previous website (hosted on Wix) was outdated and failed to showcase their portfolio effectively, prompting a redesign and a host move.
THE PROCESS
Research
Assumptions
Unclear first impression.
Homepage fails to tell users what the company does.
Unprofessional layout.
Work page layout looks messy and lacks information.
No clear CTA.
The journey flow doesn't lead to conversion.
User Research
I spoke with the company owner to better understand his vision and set clear objectives for the project.
I've also interviewed some of their clients about the previous website.
Who is the main target audience?
Companies, particularly event coordinators. Age is flexible.
What does the website lack most, and what is its main objective?
It's unclear about what we do and why we do it good. I want people to know what makes us special.
THE BEFORE
Website Analysis
Besides user research, I analysed the previous website to identify areas for improvement.
View previous website
Besides user research, I analysed the previous website to identify areas for improvement.
View previous websiteTHE BRIEF
Objectives
Based on the research, we can now identify the problem and goals of this project.
PROBLEM
Unclear purpose and weak branding
Absence of a CTA (call to action) leads to low engagement and conversion rates
Portfolio is outdated and doesn't showcase projects effectively
GOALS
To clarify and reflect the company's purpose and brand identity
Enhance user experience to increase site metrics
Create an intuitive layout to showcase projects effectively
THE LAYOUT
Focusing on Brand and Clarity
The Homepage and Work page will naturally attract the most traffic, so let's prioritise improving these two.
OBJECTIVES
Home:Home page:
Deliver a clear first impression and improve on the journey flow to guide potential leads
Work:Work page:
Enhance navigation with categorisation, and a simple yet informative layout
Home:Home page:
Work:Work page:
Final Design
Captured the company's bold and modern energy with new contemporary fonts. The colour palette is a fresh green and blue with the combined gradient as the accent. Retro elements with a modern twist appeals to older and younger clients.
Brand Collaterals
Primary
Obviously Wide Semibold
Titles
Secondary
Montserrat Family
Sub-Title
Body
Elements
Retro elements with a modern twist as GIFs
Main
Accent
#F77F95
#67C39D
Gradient Mix
Neutrals
#7FC6A9
#DB7575
#DB7575
Main
#7FC6A9
#DB7575
Accent
Gradient Mix
Neutrals
#7FC6A9
#DB7575
#DB7575
Before
Important Changes
Implemented the Bold and modern branding while keeping it professional. We also moved host to Squarespace due to it's more intuitive layout and CMS.
After
Important Changes
Implemented the Bold and modern branding while keeping it professional. We also moved host to Squarespace due to it's more intuitive layout and CMS.
HIGH FIDELITY SCREENS
A Closer Look
Navigation Bar
Seamless navigation to fit the modern energy with the main call to action available clearly within reach.
Landing Page
Clearer statement, straight to the point of what the company does with the animated logo and a looping background for a impactful impression.
Nav Bar & Landing Page
Seamless navigation to fit the modern energy with the main call to action available clearly within reach.
With a clearer statement for the hero banner, straight to the point of what the company does with the animated logo and a looping background for a impactful impression.
Home Page
The redesigned homepage features a modular, easily adjustable design with a clear user journey.
It includes clickable services, a highlight video, and a featured projects section leading to the Work page, all ending with a compelling call-to-action to encourage collaboration.
Home Page
Clearer statement, straight to the point of what the company does with the animated logo and a looping background for a impactful impression.
Work Page
The Work page features trustworthy copy and a dark background that evokes success and makes visuals stand out, enhancing the focus on the company's projects.
Adaptive Templates
The page features modular sections that are easily customisable to suit various events. These sections accommodate different purposes, including Summaries, Data Visualisation, Gallery, Video Highlights, and more.
Results
SITE TRAFFIC
Achieved a
87
%
Increase in
site visits
Mar 22-23 vs Mar 23-24
SITE REACH
From 1,569 to
3.3
k
unique
visitors
Mar 22-23 vs Mar 23-24
CONVERSION
From 3 to
19
contact forms
submitted
Mar 22-23 vs Mar 23-24