ALLY CIVIL - REBRANDED WEBSITE
Ally Civil is a civil construction company in Australia that provides industry leading civil infrastructure, pipeline & building construction services across NSW, ACT and Victoria.
Role - Art Direction, Research, Branding, UX, UI, Web Development
Year - 2023
Client - Ally Civil
Industry - Civil Construction
Location - Australia
Platform - Desktop/Tablet/Mobile
Ally Civil has been a household name in the civil construction industry in Australia for over 20 years. Although well known for providing top quality and value in all facets of civil and building construction works, their online presence, like many other traditional construction companies, lacked proper representation to the current generation of tech savvy individuals.
We were tasked to rebrand their company's online presence by creating a new responsive website that invoked quality assurance in their brand while showcasing their values and services through an ease of use user experience to prospecting clients, partners, and employees living in the modern world.
REPOSITIONING OUR ONLINE PRESENCE TO INVOKE ASSURANCE IN OUR BRAND AND SERVICES FOR THE CURRENT GENERATION.
THE STORY
Ally Civil has been a household name in the civil construction industry in Australia for over 20 years. Although well known for providing top quality and value in all facets of civil and building construction works, their online presence, like many other traditional construction companies, lacked proper representation to the current generation of tech savvy individuals.
We were tasked to rebrand their company's online presence by creating a new responsive website that invoked quality assurance in their brand while showcasing their values and services through an ease of use user experience to prospecting clients, partners, and employees living in the modern world.
REPOSITIONING OUR ONLINE PRESENCE TO INVOKE ASSURANCE IN OUR BRAND AND SERVICES FOR THE CURRENT GENERATION.
THE STORY
WHAT’S THE PLAN STAN?
Our projects always begin with figuring out the clients objectives and identifying the problem then constructing a well crafted plan to execute a proposed solution. Hosting a strategic planning session with the company's stakeholders was our first line of business. This allowed us to define what the stakeholders envisioned and to gather essential primary research about the industry through those who are a part of it day in and day out.
During this session we formulated our business and project goals and constructed a roadmap for the finished product.
DISCOVERY STAGE
01. Finalize product & project goals
02. Defined user types & motives
03. Identify industry leaders & trends
04. Proposed user flows based on user types & motives
05. Approximated the websites functionality & purpose
06. Delivery of roadmap
“HALT! WHO GOES THERE?”
How we felt coming into this project was like an unknown intruder approaching a sentry protected gate for a clichéd movie challenge. As this industry was still old school in comparison to the modern world, the roadblock was figuring out how to blend this old world mentality with new world technology. By educating ourselves on the industry, we were able to figure out who the target market was so that we could gather a deeper understanding into what was wanted and needed from this rebranding process.
Our primary objective was to find out what stakeholders, clients, and potential future employees would value from this new responsive website so that we could create an ease-of-use user experience that generated assurance in their brand when prospecting clients and employees view their website, whether they were of an older or newer generation of people.
To get there we conducted a secondary market research, semi-structured experience interviews with current employees, valence methods and pairwise comparison testing with stakeholders to capture their positive and negative feelings and impressions from their competitors' websites and other leading vs non leading indirect competitors construction websites.
The results of our research: “Clarity, simplicity, and minimalism goes there!”
Our research studies led us to conclude that simplicity, clarity, and minimalism were the core common essential factors among all participants and was going to be the foundation in constructing a successful rebranded website.
EXPLORING THE CHALLENGES
Clarity.
Simplicity.
Minimalism.
4
Stakeholder interview participants
3
Primary group research studies
12
Research driven questions
20+
Competitor & industry immersive studies
THE PROJECTS ARCHITECTURE
Further insight gathered from both our research and market studies led us to understand the perceived frustrations and motivations by the target market and gave us the data backed results needed for us to understand how to move forward constructing this rebranded website.
We were now able to move forward with developing a product road map, product requirements document, visual sitemap and user flows to present to stakeholders for approval.
Take a look at the visual site map and UI flow chart sketches as part of Ally Civil's information architecture deliverables.
THE DESIGN PROCESS
With clarity, simplicity, and minimalism at the core of our users interactions and reactions across the design platform, we were now ready to construct the lo-fi wireframes for an aesthetically astute ease of use user experience that would encumber the same traits of quality, professionalism, and transparency that the company has exemplified to clients in person over the years.
We designed the website's first sketches and wireframes inline with the usability heuristics principles of learnability, efficiency, memorability, errors, and satisfaction.
INTERACTION & UI DESIGN
DESIGN SPRINTS & USABILITY TESTING
Since the company's stakeholders were the gatekeepers of providing approval for our proposed rebranding solution we utilized the 5 day/step design sprint methodology to plan, construct, and validate a product design solution that the stakeholders were pleased with. This process also ensured we were on the same page every step of the way during each aspect of the design concept week by week.
This process also reduced the number of revisions required to deliver an end product consistent with our market research and stakeholders vision.
PROTOTYPE & TESTING
SOLUTION
Refreshed & Revitalized.
Our solution was a single scroll page that consisted of a scroll to snap function that would separate and showcase each individual section in the viewport as a stand alone page. This design solution allowed us to invoke quality assurance in their brand while showcasing their values and services through an ease-of-use user experience to prospecting clients, partners, and employees living in the modern world.
User Experience
An edge to edge design concept and scroll to snap visual showcase with a user experience that was logical, simplistic, and easy to use.
UX & UI Design
A professional and informative website that focused on minimalism, functionality, and quality over quantity in regards to both its content and visual aesthetics.
