Peldon Rose are the leading experts in office design and build in London.
They pride themselves on exceptional levels of quality, attention to detail and service. Their previous website didn’t communicate those core values.
It was archaic for the marketing team to manage and required dev support for the smallest of updates. Their ambition was to have a new website built on a more intuitive and accessible CMS platform with reusable components.
They needed a new website that inspired, educated and validated their credentials to a variety of audiences, while clearly communicating their complex offering.
In 2023, the new website picked up a BIMA award and was shortlisted for Web Development Project of the Year by Prolific North.
We kicked off the UR with internal stakeholder focus groups in the form of good, bad and the ugly. We spoke to HR, NBD and other departments who engage with customers on a daily basis. This allowed us to understand the core user segments and begin our user recruitment process.
Recruitment was handled internally with assistance from the client. We spoke to a variety of prospective and existing clients, understanding their needs, goals, motivations and of course, their frustrations.
Following from the discovery phase, we synthesised our findings into a core strategy and vision for the website, closely aligned with the user personas and motivations.
The framework was taken forward into a sitemap and low-fi prototyping workshop. Working alongside their wider agency roster, including their SEO agency and copywriter, we began to map out the website, introducing new content format laddering back up to the user feedback.
Once we’d completed the low-fi stage, we moved forward with taking those paper designs into hi-fidelity prototypes in Figma.
Starting with moderated testing, these sessions enabled us to be reactive in real time and effectively change the task list when users were achieving their requested tasks. We then retested with the next batch to see if the changes were less frictionless.
For the unmoderated testing we used a platform called Maze. This enabled us to upload the Figma prototype, send it to our users, and review their screen and voice recordings, eye tracking and heat-mapping with the conversion funnels.
For the unmoderated testing we used a platform called Maze. This enabled us to upload the Figma prototype, send it to our recruited users, and review their screen and voice recordings.
Peldon Rose already had a set of brand guidelines which the website needed to align to. There were however, a few digital alterations we made when it came to colour usage, driven from web accessibility WCAG2.1. Those rules were then laid out within a design system document.
The brand guidelines also lacked any tertiary UI assets. From a few visits to their office, I noticed their meeting space windows had small distinctive motifs running across the glass. This was a design feature I felt was very meaningful, so I introduced it into the guidelines and components across the website.
The brand guidelines also lacked any tertiary UI assets. From a few visits to their office, I noticed their meeting space windows had small distinctive motifs running across the glass. This was a design feature I felt was very meaningful, so I introduced it into the guidelines and components across the website.
Research told us that using video is the most engaging and quickest way to educate users into what Peldon Rose offers. Working with Peldon's video agency, we suggested a 'Who we are' brand film to sit front and centre on the homepage and supported with key SEO headings to sit on-top of the hero module.
Users wanted to understand why decisions were made on a project. Not just learn about the successes.
So within each project page we designed hotspot components. These hotspots allowed users to expand and read more about the specifics; why acoustic technology was installed here, the choices in tile pattern, decisions made on lighting fixtures because an office may lack natural light.
Since launching the website we have been reporting and monitoring user behaviour. Each sprint on our ongoing optimisation roadmap focuses on key areas to increase conversion and align with the overall KPIs; increase contact enquiries.
Areas of the site included navigation, contact page, projects pages, service pages, homepage and blogs.
We’ve worked in collaboration with the clients SEO agency on a number of briefs, updating components, button positions, language and overall templates reviewing conversion funnels, exposure rate, attractiveness rate and also factoring in core Google updates.
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