Case Study

Gerding Builders

Project: Gerding Builders

Duration: June 2021-May 2022

Role: UX/UI design, research, brand design

Kickoff

In Gerding's design process, we developed a goal-driven design approach that helped us move along through the timeline smoothly. Gerding is a large company, with a lot of stakeholders to consider.

Qualitative research methods proved to be the most effective during our design process, most notably our user interviews and usability testing sessions. Whenever we encounter an issue that we are trying to solve, it's smart to build a good foundation. In Gerding's case, we did this by asking some simple but useful questions.

Questions

01

Who are our primary users?

02

What do our users need the most in a product like this?

03

Who are our biggest competitors?

04

What needs are currently being met?

05

Where can we improve user journey?

06

How do we compel target users to initiate a meeting?

Affinity Map

User Personas

John

Age

48

Gender

Male

Marital Status

Married

General

John is a CEO of an advertising agency and has a lot on his plate daily. As chief executive, he must keep himself alert during meetings and decision-making. John understands that health is a critical factor for his work performance. As a result, John is very health-conscious and ensures he is physically fit. In addition, he finds time to exercise and eat healthy food. Family life is a high priority for John.

Jennifer

Age

43

Gender

Female

Marital Status

Married

General

Jennifer is a Brand Manager of an advertising agency and has a lot on her plate daily. She wears many hats and must manage her time effectively while accomplishing her daily tasks. Jennifer is also going to night school to further her educational pursuits. In addition, she goes to the gym three times a week and maintains a healthy diet. Family is of utmost importance to Jennifer.

Scope of Work

Plotting a list of the desired features helped narrow down what was crucial for delivering an elevated experience to her desired clients. This process was also helpful in defining the scope of work to deliver the product on time and within budget.

01

100% Custom design, including animations and interactions

02

CMS for ongoing client management

03

Clear CTAs

04

Improved, concise IA, including CMS for portfolio projects and leadership

05

Clear value proposition

06

New visual identity and iconography

Low-Fidelity Wireframes

Before moving on to high-fidelity wireframes in Webflow, I wanted to get a feel for the basic layout and design to eliminate mistakes and establish clean code from the start.

High-Fidelity Wireframes

Before moving on to high-fidelity wireframes in Webflow, I wanted to get a feel for the basic layout and design to eliminate mistakes and establish clean code from the start.

User testing: Round 2

The second study used a high-fidelity prototype and revealed what aspects needed refining. As the pandemic was still in flux, we opted for fully remote unmoderated user testing. Participants joined us via Zoom and were asked to complete a series of tasks.

Challenge 01

Elevate brand appeal with Gerding's target audience.

Gerding's previous website lacked a bold and assertive feel. Our goal was to highlight their work, portfolio, value proposition, and company background with sound IA and a minimalist UI. The result is a complete overhaul of their visual identity, iconography, copywriting, and website.

Challenge 02

Let users dive into Gerding's portfolio of projects by developing a clean, simple user flow.

Visualization is the practice of imagining what you want to achieve in the future—as if it were true today. Our job, in part, was to connect these dots for the user with clean, simple, informative projects, complete with pertinent info and stunning visuals.

Challenge 03

Distill and organize information into a concise, clean UI.

Gerding's previous site was unorganized and overloaded with extraneous particulars. As a result, there was a lot of redundancy and conflicting information. So we tore it all down and distilled the information into a concise, clean UI, including services, employee programs, and community outreach.

Style Guide

We overhauled Gerding's entire style guide when developing their new visual identity. We wanted to introduce a lively, energetic palette that invoked a feeling that matched the company. As usual, we kept it all minimal and memorable.

Impact

+40%

Increased sales by engaging a new and desirable market segment

+40%

Increased sales by engaging a new and desirable market segment

+40%

Increased sales by engaging a new and desirable market segment

Takeaways

Many clients come to me describing a similar problem: they believe their website is awful and their "logo isn't working." As a brand designer, I love this—selfishly, of course. But, usually, they're right. Usually, the logo and assets fall short. The logo isn't simple, modern, appropriate, responsive, or timeless. This is indeed an issue, and I'm more than happy to resolve this problem. However, a functioning website that performs, communicates, and doesn't overwhelm requires commitment and alignment from all stakeholders.

For Gerding, this was no different. We worked diligently to maintain constant communication with all stakeholders and the project manager to develop a functioning marketing tool that sets them apart from their competition.

Client website
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Client website
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Joseph exceeded our expectations. The entire rebrand and website was well thought out. They took the time to get to know our company, what we valued – the amount of thought and detail they gave to our redesign was priceless. They were extremely responsive and helped keep us on schedule with weekly check-ins, which was exactly what we needed!  Thank you, Joseph!

Stacy Rogers

Brand Manager