Rebranding Transcendia’s website: Building trust and empowering workplace culture
My Role
Timeframe
4 weeks (Oct - Nov 2023)
Overview
Transcendia is a transformative partner for individuals and organisations seeking profound growth and well-being within the workplace. Their ultimate mission is to empower leaders, teams, and individuals to transcend their limitations and unlock their true potential.
I led a comprehensive website audit and GTM strategy, as well as end-to-end design direction to validate their branding and messaging — playing a pivotal role in optimising their customer profile and prototyping innovative UI components that evolved their previous website.
0.1
Transcendia 'Landing' screen.
0.2
Transcendia 'Services' page.
0.3
Transcendia 'About' screen.
0.4
Transcendia 'Key Outcomes' pages.
• PROBLEM SPACE
Transcendia’s crucial services were being held back.
A branding and voicing issue.
From our meeting, it was simple to understand Transcendia offers improvement workshops, wellness retreats, and peer support to enhance workplace culture.
However, a brief walkthrough of their website proved confusing for the team.
The problem was bright and clear. Transcendia’s website UI and branding failed to effectively convey the extent of their services in a way that was trustworthy and easy to comprehend.
1.0
Old website design 01.
1.1
Old website design 02.
• USER RESEARCH
Laying Transcendia's foundation with preliminary research.
Pinpointing opportunities.
Our Heuristic and SEO analysis only further clarified the need to update their lack of clear messaging, language and intent.
There was also no consideration for SEO, backlinks, blog articles and internal links, most of which were fake links that led to nowhere.
Transcendia’s website needed to undergo drastic change to keep up with their competitors, through which I highlighted 3x main opportunities to address:
2.0
SEO and Heuristic analysis.
Spreading our search — finding the right customer market.
3.0
Interview observations.
The message was bright as day.
From the 6x Senior Managers and 2x HR/People & Culture Managers, I highlighted 5x main concerns with Transcendia’s current messaging.
• IDEATING SOLUTIONS
Structuring the new backbone.
Illuminating the path.
From our meeting, it was simple to understand Transcendia offers improvement workshops, wellness retreats, and peer support to enhance workplace culture.
However, a brief walkthrough of their website proved confusing for the team.
The problem was bright and clear. Transcendia’s website UI and branding failed to effectively convey the extent of their services in a way that was trustworthy and easy to comprehend.
4.0
Problem statement synthesis.
Introducing Alex Rollis — seasoned CEO of a tech startup.
Transcendia’s defining feature was helping foster positive work environments for their clients. With a problem statement, we needed a face that would help with the direction of their GTM and customer acquisition strategy.
The team created Alex Rollis — CEO of a tech startup driving innovation and cutting-edge solutions in the industry, but has her own frustrations and needed:
5.0
Alex Rollis persona.
Turning 'What ifs' into 'What works'.
With the overwhelming concerns revolving around the website, I steered the direction of the team into ideating high-impact fixes to their current designs.
Keeping in mind Alex’s needs, major priority was placed on the Information Architecture and her journey navigating the website.
MVP (Minimum Viable Product) helped hone in on high-value iterations and increase efficiency of output for our designers.
The goal was to make the journey straightforward and informative.
6.0
Ideation workshopping.
• DESIGN IMPROVEMENTS
A blueprint that works.
Get to know Transcendia.
Understand who Transcendia is on your first impression. Know the vision that drives them to do what they do, their value proposition and client testimonials that let you know they can help.
Straight to the point — no fluff.
No beating around the bush. Get a clear idea what their selection of offerings can achieve for your company’s growth and wellbeing by gaining insight into the technology and methods they use.
Book the right service for you.
Has a certain service piqued your interest? Click and find out the key outcomes of each unique program to really know what your company can gain from choosing Transcendia. View their past events to know how it operates behind the scenes.
Building trust and connection.
Get to know the leaders behind Transcendia. Understand their background, what has led them to this point and start a trusted connection with their brand.
A brand new ecosystem.
Starting anew. Evolving their branding a step at a time. Consistent. Effective. Efficient.
• RETROSPECTIVE
Retrospective — a learning journey.
Project takeaways.
Not only did I hone my ability to adapt and collaborate in a cross-functional team, I also fostered my growth as a leader responsible for guiding others and managing effective communication with the client.
Proper research and customer input is a blessing that highlights the clear problem space and illuminates the path to ideating effective solutions that work.
Overpopulation of information and ambiguous language hurts the understandability of the experience. Users want to know exactly what service you offer — keep it simple.
