Redesigning the Website of an HR Consultancy Startup

Chapter 1: We have a problem

📢 PROBLEM

As the company grew, so did the leads, but our outdated website couldn’t keep up. With clunky navigation, no clear CTAs, and a scattered structure, it wasn’t doing us or our visitors any favors.

🎯 GOAL

Redesign the website to clearly showcase our offerings and make it easy for users to get in touch with clear content structure. By improving usability, we aimed to turn curious visitors into real business opportunities.

Chapter 2: Discovering our shortcomings

When I joined the team, one thing was immediately clear: UX was not on the radar.

Website updates happened reactively, often rushed in response to big events or new leads. To get everyone aligned, I introduced a structured discovery process. Here's what it looked like:

1. COMPETITOR ANALYSIS

   To better understand the landscape, I analyzed several companies offering DEI (Diversity, Equity & Inclusion) services, HR consultancy, or related tech solutions. I focused on:

   • How they present their services

   • Their visual identity and tone

   • Key CTAs and page structure

   • What made them trustworthy and easy to navigate

     
     

2. HEURISTIC EVALUATION

   Using Jakob Nielsen’s 10 usability heuristics, I performed a quick audit of the existing website as below:

   • Recognition over recall: Too much jargon; unclear menu labels

   • Consistency and standards: Inconsistent fonts, CTA styles, and page layouts

💼 USER INTERVIEWS

I conducted interviews with internal team members who had dual roles as DEI and HR professionals, and these sessions were insightful. The key interview insights were:

• "A clear overview of what we do. I often can’t find a quick summary to share."

• "I make custom decks from scratch. The website doesn’t support my pitch."

• “The homepage feels more like a blog or event space than a service hub. I often have to scroll quite a bit or click around to understand our offerings."

• “I hesitate to share the site directly—it doesn’t showcase our work or client success stories clearly enough."

Chapter 3: Designing for accessibility - practicing what we preach

🔍 ACCESSIBILITY AUDITS

As a DEI advisory company, accessibility is part of our mission. We followed WCAG 2.2 guidelines and ran accessibility audits early in the process. Our key findings:

• Consistent navigation - for cognitive disabilities

• Larger clickable areas - for motor impairments

• Text resizing & contrast - for low vision or color blindness

Insights from those audits directly informed our design recommendations and final UI decisions.

Chapter 4: Connecting the dots

💡 KEY INSIGHTS AND RECOMMENDATIONS

1. Messy and unintuitive navigation
   → Revamp for clear and easy access to key content

2. Lack of clear CTAs
   → Add compelling CTAs to drive user actions

3. Inconsistent content & structure
   → Simplify content, optimize for SEO, and highlight success stories

4. Unprofessional presentation
   → Create a polished design that reflects the business’ expertise

5. Accessibility gaps
   → Implement WCAG guidelines

👥 DESIGNING THE USER EXPERIENCE

To ensure the website met both user needs and business goals, we focused on three key areas:

1. Customer journey map
   I mapped user touchpoints to guide them from awareness to action

2. Information architecture
   We collaborated on IA to create intuitive layouts and clear navigation

3. Content design
   I created an excel worksheet for the team to execute the microcopy with clear segmentation and project roadmap

Chapter 5: Let's get the website launched!

BRANDING THAT SPEAKS

• Typography
  We kept it sleek and modern with Montserrat for headings and Roboto for text

• Color Palette
  Black sets a strong tone, while vibrant gradients add energy and expression

• Imagery
  Street art imagery challenges the typical corporate look, aligning with DIAL Global’s mission

BUILDING THE WEBSITE

After identifying the key improvements, I designed the website on Figma and built it on Wix. Through active collaboration with stakeholders, we iterated on the design to ensure the best possible outcome.

After launching it, Wix data showed higher engagement, a noticeable drop in bounce rates, and more clicks on key service pages. Most importantly, conversions for events and our annual flagship project increased, helping the team hit revenue targets.

Chapter 6: Reflections & what’s next

✍️ WHAT I LEARNED

1. Leading with Confidence
   Despite being the youngest, I led a high-stakes redesign by drawing on years of leadership in volunteer spaces.

2. Words Matter
   Discovered the power of UX writing. Clear and inclusive content is just as impactful as design when it comes to driving results.

3. Flexible, Not Flawed
   Learned to stay agile! when ideal UX steps weren’t possible, I adapted while still delivering strong and user-centered outcomes.

✅ NEXT STEPS

1. Plan for Usability Testing
   Schedule formal user testing to gather real feedback and identify areas for future improvement.

2. Track and Optimize
   Continue monitoring Wix analytics or integrate third-party web analytics tools to refine high-traffic pages even further.

3. Expand Design System
   Develop a more comprehensive design system to support future updates and maintain consistency as the business scales.