LANDING PAGE RE-DESIGN
THE FOLD // 2019
SKILLS: Wireframing // Prototyping // Website Design
TOOLS: Sketch // Illustrator // Trello
BRIEF
During my 60-hour internship at The Fold, I was tasked with conceptualizing a redesign of their website's landing page. The previous landing page was overwhelmed with lots of text and suffered from a lack of intuitive navigation. This process involved several rounds of brainstorming, refinement, and lots of critiques from developers and the CEO. The overarching goal was to enhance the landing page's user-friendliness, readability, and visual appeal while ensuring seamless integration with the development team's requirements.
SOLUTION
For The Fold's landing page redesign, I implemented a comprehensive solution that enhanced its online presence. The process began with an analysis of the original landing page, identifying key pain points and areas for improvement. I had full creative freedom, which led me on an iterative journey to restructure and simplify the content, striking a balance between text and visuals. My work on The Fold's landing page was driven by the desire to create an inviting, informative, and visually appealing gateway for their online audience, ultimately enhancing their digital presence and user engagement.
My solution prioritized:
Streamlined User Experience: I improved the layout structure, introducing a clear and intuitive layout. Users could now effortlessly find the information they wanted, resulting in a more engaging and efficient browsing experience.
Visual Enhancements: To captivate visitors and convey information more effectively, I used the power of compelling visual design. This involved experimenting with typography & hierarchy that not only complemented the content but also reinforced The Fold's brand identity which was bold & dynamic.
Readability and Accessibility: A primary concern was to ensure that content was easily digestible. I carefully fine-tuned typography, spacing, and color schemes to optimize readability, catering to a diverse range of users, including those with accessibility needs.
Collaborative Workflow: My journey involved ongoing collaboration with the development team. I prepared files and assets, following best practices to facilitate a seamless transition from design to implementation, which minimized potential hiccups during development.
FINAL DESIGN
KEY LEARNINGS
Reflecting on this experience years later, I've gained valuable insights that have shaped my approach to a similar project today. This opportunity was a great lesson in comprehending the details of redesigning a landing page for an agency. Collaborating closely with developers, I gained an understanding of what could be achieved and what was possible.
In my internship, I absorbed lots of knowledge from the CEO/Lead Designer, particularly in text styles, hierarchy, buttons, and layout design. I took pride in my achievement, significantly streamlining the landing page's structure, and making it far more user-friendly and navigable.
However, in hindsight, I would refine certain aspects. The central alignment of elements, while initially visually striking, led to an excess of white space, making the page's readability and flow difficult to follow. I would now advocate for a more balanced distribution of content using left & right alignment to make it visually appealing.
Furthermore, my experience revealed the need for greater consistency in text styles and hierarchy. To optimize user engagement, I would reduce the range of text styles, ensuring a coherent visual language throughout the page.
One change to the hero section; would greatly benefit from a simplified and eye-catching revamp. Replacing the text-heavy approach with a striking, company-representative image can enhance the page's impact and captivating user experience.
