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Website Design

Michelle MACE Curran

Michelle, also known as MACE, has led an impressive career as a Fighter pilot as well as the only female pilot for the Air Force Thunderbirds. During her high-performing career, she rapidly discovered the unique position she was in that enabled her to inspire and empower others.

Casestudy > MACE

INTRODUCTION

Revitalizing macecurran.com

Website refresh for macecurran.com to improve user experience and better accommodate her growing fan base and engagements like talk shows, speeches, books, and her social media presence.

Client's Business Goal

Providing end-to-end security expertise through the world's best security technology combined with trusted consulting experience and service excellence.

Scope of Work

Optimizing their website that increases customer engagement and offers seamless user experience.

Problem Statement

How might we strengthen the structure and improve the navigation and information architecture of the website so that the users have an intuitive experience which in turn generates leads and increases customer base for CDG?

Challenges

Revamping CDG website with a compelling brand identity and seamless user experience.

Key Focus Areas
  • Branding
  • Visual Design
  • Navigation
  • Intuitiveness
  • Content

Discover

Meraaki Designs conducted a comprehensive website audit which provided key insights on user and client expectation. Our team performed thorough evaluation using Heuristic Principles and Competitive Analysis as a method of assessment for the website’s user interface. It’s goal was to detect opportunity areas that will improve the usability and enhance the overall user experience. With the help of this evaluation we were able to bring our focus to the most important elements that would help in making macecurran.com into a very powerful digital business card while enhancing her profile as a Thought Leader.

UX Audit

  • Looks chunky, disproportionate with dated fonts.
  • Missing color scheme dictating a style and her personality.
  • Narrative felt fragmented
  • Focus is more on Mace’s Profession rather than her.
  • Elements like contact Us form, offerings, and media links should have easy and flexible access
  • Consistently recognize and highlight achievements

Competitors

Analysis

https://www.melrobbins.com/
  • Bringing the focus on MACE.
  • Designing a signature style to establish brand identity.
  • Easy to locate CTAs.
https://robynbenincasa.com/
https://www.tonyrobbins.com/

KEY INSIGHTS - Discovery Phase

  • Conducted UX audit and competitor analysis.
  • Gathered insights and requirements for the MACE website.
  • Focused on meeting user expectations for a seamless UX.
  • Consistently highlight achievements, offerings, speaking engagements, and future events.

Define

In designing the MACE Curran website, we explored visuals, crafted a fitting color palette, selected typefaces for optimal readability, and created moodboards to achieve a cohesive, captivating, and personalized online presence. This process proved essential in identifying graphic elements and overall aesthetics that was fitting for MACE’s website.

Moodboards

Design

With an established visual direction we began working on the design for MACE’s website. Hand sketches and Low-fidelity home page designs outline the layout and structure. We presented design options for a collaborative approach towards the project. The feedback from the clients and internal team enabled refined iterations, aligning it with project goals and user needs. This methodology ensured delivery of an exceptional user experience and a successful website design.

Wireframes

The ultimate rendition of the low-fidelity wireframe displayed a promising approach in effectively highlighting MACE’s achievements through the use of a picture collage, providing a visually impactful representation of her journey and accomplishments.

Branding &

Visual Design

Drive high-quality and targeted web traffic to increase brand visibility, while also optimizing the website’s performance.
Develop an aesthetically pleasing design with effective use of scale, visual hierarchy, balance, and contrast to consistently highlight MACE’s achievements, offerings, speaking engagements, and future events.

Before: Home Page Hero

After: Home Page Hero

Focus shifts to her and what / how she does now!

Before: Home Page

  • Looks chunky, disproportionate with dated fonts.
  • Missing color scheme dictating a style and her personality.
  • Focus is more on MACE’s previous profession rather than her .

Home Page Now

  • Use of color background, relevant images and graphics help in providing quick information to the users.
  • For content heavy pages using the right typeface and proportionate white space reduces the cognitive load.

Programs & Topics Now

Content

Compelling and well-crafted content was vital to showcase Mace’s expertise, while also establishing a positive, friendly, and motivating tone of voice that resonates with her audience.
Text with clear titles and minimal ambiguity helps readers retain information. The structured framework guides them through content, highlighting main points for better comprehension and recall.

Before: Top Nav

After: Top Nav

Before: Offerings Section

After: Program Topics organized with supporting Graphics

Before: Subscription Form

Language and hierarchy was not clear. Information hierarchy missing.

After: Subscription Form

Reorganized the Hierarchy and content for a more intuitive approach. Section headings and sub-text ensure clarity and facilitate quick access to information for readers.

Intuitive Interface

Before: Contact Page

Design efficient functional elements throughout pages to help users achieve rapid progression to complete the task.
Before: “Book” in the top menu is a confusing term, the user may think it would lead to a page that probably has published works of Mace.

After: Contact Page

After: The contact page offered categorized option of getting in touch, making it easy for the users as well as MACE at the receiving end.

KEY INSIGHTS - Design Phase

  • Increase brand visibility by driving high-quality and targeted web traffic
  • Content that provides unambiguous and quick information
  • Easy and clear Contact form
  • Improved Functionality

Deliver

During the launch stage, we ensure the website is ready to go live by conducting thorough QA/QC on the staging site. Rigorous testing is done to identify and fix any issues, guaranteeing a smooth user experience across devices and browsers. Once everything is validated, we proceed to the exciting step of going live.
Our focus on delivering excellence ensures a polished and impactful digital presence that reflects our brand and meets user expectations.

KEY INSIGHTS - Deliver Phase

  • The staging website launch led to continuous iterations based on user feedback and analytics, enhancing the user experience and aligning with MACE’s evolving goals and audience needs.
  • Following a thorough QA/QC process and issue resolution, the official website launch marked a significant milestone in MACE’s digital presence.

Takeaways

  • Improvised aesthetics and content hierarchy
  • Easy to follow narrative that brought her personal and professional journey in the spotlight.
  • high functioning additional features – promotional space for Book release
  • Site was elastic enough for additional content categories at Mace’s discretion
  • Quick, easy and segregated Contact form.

Words from our client

Michelle MACE Curran

As a solo entrepreneur with limited experience around building a website, I was in desperate need of a more robust site that showcased my brand and provided the utility needed for potential clients. The team at Meraaki Designs listened closely to what I needed and had many valuable suggestions. They took my feedback every step of the way and were more than happy to make adjustments. The result was a beautiful website that truly represents my brand and is easy to navigate for users.

Let’s build digital experiences that drive impact. Start a conversation today.

Meraaki Designs is a global creative ops studio delivering digital execution, automation strategy, and interface design in collaboration with trusted tech partners.

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Location:

  • IND
  • USA