Ansarada
Project Champions | website redesign 2019
The challenge
The Ansarada website was not reaching its potential in customer acquisition and was failing to explain the value proposition to SMB customers.
Project Champions was a purpose driven team tasked to elevate Ansarada closer to the company vision, and create concepts to emotionally bring the brand to life.
What we did
Website redesign
Competitor and category analysis
Concept exploration to emotionally bring the brand to life
Defined guiding principles, project goals and audiences
Revised messaging and positioning across all key pages
Redesigned navigation providing great UX and IA
Revised and simplified product naming to alleviate buyer confusion.
“The project requires collaboration, project management, critical thinking, provocative and bold thinking and a belief in achieving the impossible. It needs a healthy dose of optimism. Be prepared to break a few things and balance fast delivery with long term thinking. Ego not permitted. Pessimism unwelcome. Non-believers absolutely not tolerated.”
– Robbie Morris, Ansarada CMO
My role
As Creative Director for Ansarada:
Creative concepts, copywriting, image sourcing
UI design for page components, navigation and conversational forms
User centred design driven by data, customer needs, and competitor analysis
Collaborating with and presenting to stakeholders.
Outcomes
Sadly, a week in to this project, I was made redundant along with other key members of this team. While the concepts were much loved and approved by key stakeholders and the wider Marketing and Product teams, I’ve been told that over the following weeks without creative direction and copywriting, these concepts were abandoned and the current site reverted to have a corporate flavour.
