Wizardly

THE PROBLEM

As Wizardly was growing – building a bigger team, raising their prices, and offering more services – the co-founders realized something. Their brand and website, which had been with them from the start, just couldn't keep up. They had outgrown their old identity, and their online presence wasn't reflecting the amazing company they'd become.

THE APPROACH

The brand went from light and playful to dark and grown-up, but it still held onto a touch of playful. It was a transformation spearheaded by Wizardly's Creative Director, and I was lucky enough to collaborate with the co-founders to bring this new brand identity to life on their website.

My focus was on strategically guiding different target audiences towards the most relevant solutions. We launched with a minimum viable product (MVP), and the website continues to evolve alongside the agency's growth.

User flow
Imagine navigating Wizardly's website – a smooth journey where everything flows effortlessly. That's what I aimed for as the UX lead! Working with the amazing Meg on UI design, we put users first, especially when it came to streamlining the homepage. At first, it was a bit overwhelming with all these service sections crammed together. In the new version (check it out below!), I streamlined things by removing those distractions. Now, visitors can focus on what matters most, and we even added some awesome testimonials to build trust.

User-centered approach
Designing for agencies allows for more creative freedom compared to most websites. While this flexibility is exciting, it's crucial to keep the target audience in mind. My role in this project was to ensure our creative vision remained aligned with UX best practices. For instance, I focused on user mental models and made adjustments to guarantee the website's core functionality met user expectations. This ensured we didn't lose the ability to guide visitors through the website and ultimately generate inquiries.

Evolving designs
Launching with a Minimum Viable Product (MVP) meant there was significant room for growth. The website has continuously evolved since its initial launch. We have always circled back to ensure it remains aligned with the agency's business goals, effectively targets the correct audience, and ultimately helps the business land projects.

• (MVP) 5 mockups in Figma

• Growing list of new and revised pages

• Development annotations during handoff

My personality type naturally tends to avoid conflict or tension, which, in the past, prevented me from voicing design suggestions that I believed would greatly improve the user experience. Over time, I've made conscious efforts to develop my confidence in UX knowledge and communicate effectively. I now emphasize that my suggestions are based on best practices, focusing on enhancing user experience rather than being a personal preference or critique of someone else's design. This shift has empowered me to speak up more assertively, enabling me to make a more significant impact on projects.