Liberty Digital, LLC

Responsive Website Redesign
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Role

UX Designer

Client

Liberty Digital, LLC

Industry

Creative

Scope

Website Redesign

Design Tools

Figma

Buzzwords

UX Design & Research
Scaling Down
Strategy

Problem

Liberty Digital was founded by Andrew Farquer as a natural progression from freelancer website design to a more agency type of experience. It has extensive content distribution including a large blog, micro articles, and a podcast. It also has a number of services it offers to its clients and incorporates up to two team members on a project-by-project basis.

With changes in the economic and social climate, Andrew decided to move from owning and operating Liberty Digital to working in a traditional full-time role. Liberty Digital's website and the services it offers will need to be reduced while still attracting, nurturing, and converting users into clients.

Solution

To reflect the changes in the structure and goals of the business, the website and services offered by Liberty Digital have been significantly reduced. Content and team members have been reduced to a minimum while new MVP clients have been defined. The website redesign is geared towards this new client base.

Constraints

Branding
Branding is already established and new designs must conform to the existing parameters. This includes the name and logo as well as the basic color palette.

Reduced Services
The services and resources (blogs, whitepapers, podcasts, etc.) will be greatly reduced down to a core minimum required to stay viable. The new website must showcase the remaining services and content for newly defined MVP clients.

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Themes

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Accomplished

Establish Liberty Digital can successfully meet the demands of clients

Clear & Concise

Clearly state a large amount of information quickly and with minimal effort by the user

Authentic

Show Liberty Digital (Andrew) is authentic and relatable rather than unprofessional or difficult. Users should feel comfortable working with Liberty Digital.

Research

Explore

  • Survey development
  • Formal interviews
  • Research forum and social media sites
  • Competitor analysis of existing similar websites
  • Preliminary open-ended interviews with likely users
  • Persona development
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Competitor Analysis

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  • Locate regional and national freelance competitors
  • Define successes and weaknesses
  • Combine critical MVP features and design characteristics into a central theme
  • Analyze both local freelancer and agency websites

Persona Development

  • Top 3 archetypes
  • Motivators
  • Pain points
  • Fears
  • Goals + frustrations
  • Biography + personality traits
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Interviews

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  • Validate results from surveys
  • Ensure MVP clients want a more authentic and minimalist website
  • Test to determine what would prevent users making a purchase decision
  • Define usage scenarios and prioritize features

Usability Testing

  • Evaluate interactions users have with the website
  • Identify and define pain points in user flows
  • Identify and define successes and weaknesses of the site
  • Iterations based on feedback
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Ideation

Problem Statement

Liberty Digital is scaling down its size as a result of its owner transitioning into a full-time role. The MVP client has been updated to a new persona and the website needs to be redesigned to accommodate this new direction. It should present critical information clearly and authentically.

Cases

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"I need a website to promote myself."
(artist, professor, freelancer, etc.)

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"I need a website to promote my business."

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"I need an application to be designed for me."

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"I need my website redesigned."

Design Principles

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Feature Narrative

Sara needs a website to promote her professional identity as a college professor. She does not know much about website design or digital marketing and needs help creating the design of her website. She hears of Liberty Digital from a colleague and after viewing past projects decides to reach out for a consultation.
Colleen owns a bakery in Philadelphia, PA, and needs a website designed to promote it online. She has some ideas and has done some research on competitors but does not trust agencies and is concerned that a freelancer's values may not match her own. She visits Liberty Digital's website to evaluate competency as well as social values.
Rebecca needs an application designed for her business. The business certifies parts from the healthcare industry are safe and compliant for use and would like an app her customers can download to track their parts through the certification process.
Robert owns an established floral business and has a website but thinks it is outdated. He needs someone local who can meet with him and walk him through the design process in person. He is concerned about "chemistry" between himself and a freelancer and wants to ensure he can work without confrontation.

UX Flows

User Flow: Evaluating
This user flow shows how a new user would evaluate and explore the redesigned Liberty Digital website prior to reaching out via email.

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Design

Wireframing

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Iterations

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The Solutions

Reflections

The redesign of Liberty Digital was an enjoyable experience that will carry my freelancing career into the future. While the bulk of my time will be devoted to a full-time position, Liberty Digital allows me to continue to freelance and stay up to date with the latest design, development, and marketing trends.

Onward to the next chapter!