UNIS recognized the necessity for a website upgrade to enhance the user experience, and stand out as a competitor in the field of logistics. As a UX designer, my role extended to leading the front-end development. The original website, built on a Squarespace template, fell short in expressing the authentic branding of the company. This case study delves into my role in reshaping the digital presence of UNIS, to better align with the evolving needs of its operations and user expectations.

Building a reliable brand, increasing user engagement, and improving visual design were our primary focus areas for this project.

Our CEO emphasized a notable trend: businesses often opted to contact UNIS via phone or gather information about the company through LinkedIn rather than our own website. Additionally, we interviewed our colleagues from various departments, and 95% of the participants shared a similar sentiment while sharing their personal experiences with the website. In light of this feedback, it became clear that substantial changes were necessary.

In our pursuit of design inspiration, we explored industry leaders like Apple, Dji, and UPS. The UI on their landing pages immediately drew our attention, embodying a design style that mirrors the efficiency and organization synonymous with the logistics industry.

To gain access to my Figma designs, please reach out for more details.

We approached the prototyping phase with low-fidelity visuals, laying the foundation with basic shapes and colors to ensure seamless functionality before incorporating distinctive CSS styling. For example, this was the initial concept of the carousel interaction that we eventually used across multiple pages.

Another major interaction was the card system on the Locations page. On the former page, users were limited to viewing more locations, due to its expansion behavior. When the user would click to 'view details', there was also a significant amount of white space.

Given the information-rich nature of this particular page, it made sense to restructure the elements with a more intuitive and seamless navigation pattern. We opted for a flashcard interaction and managed to simplify the architecture.

SplideJS played an essential role in elevating the interactive experience of the project. Harnessing its rich library of interactions, I was able to build a working carousel slider.

This was the original navbar. It had all the necessary functions, however the user journey wasn't clear. The CTA (call to action) was also red, which could hinder users from clicking it.

In the new navbar, we made the primary CTA color blue and refined the interaction for a smoother navigation experience. I made sure to implement a cubic bezier for seamless expansion and an opacity transition to indicate that the user is visiting a new submenu.

I also designed and developed a custom infinite marquee, showcasing trusted partners UNIS has worked with over the years. If you're curious about how I built this, feel free to reach out for more details.

The CEO and CCO were satisfied with their new website as it would help them generate new business as well as increase their workforce. It was rewarding to hear this news and feel acknowledged for our contributions, and we hope that the revamp will help the company grow exponentially within the logistics sector.

It's been 3 months since I last made updates to the website, and it's beginning to pick up more traction. Prior to this, the website had a 55% bounce rate, and it has dropped to 25% since then!