Services
- UX Audit of the current website
- Competitive analysis
- Vision board creation
- User flow development
- Component library
- Wireframing High-Fidelity final design prototypes
Deliverables
- Comprehensive UX Audit report
- Detailed competitor analysis document
- Inspirational vision board
- Multiple conceptual designs
- Streamlined user flows
- Wireframes
- Polished final design prototypes
Outcomes
With the new website launch, Whitefox experienced a 30% reduction in bounce rate, reflecting more engaging content. Impressively, there was also a 25% increase in inquiries through the contact form, signalling greater interest in publishing with Whitefox.
Introduction.
Overview
Since 2012, Whitefox Publishing has been shaking up the traditional publishing world with a fresh approach—one that puts authors in the driver’s seat and hands them the map, compass, and keys to their own creative journey. They’re not just a publisher; they’re the champions of independent authors who want full control over their work, royalties, and careers. Whitefox’s unique mission is to empower writers to publish on their own terms, without the typical gatekeepers calling all the shots.
Goal
Fast forward to today, and Whitefox was gearing up for a full-blown glow-up. They had a shiny new brand, and they were ready to strut their stuff in front of the world. But something was missing… their website didn’t quite reflect this exciting new look. Sure, they had the talent, the success stories, and the dream-team vibe—but the website? It wasn’t really saying “trust us with your creative baby.” That’s when they reached out to us for help, and we were all in, ready to work some design magic.
UX challenges
- Content Overload: The content needed a storyteller’s touch to simplify dense text without losing meaning, enhancing the user journey.
- Accessibility Gaps: t was crucial to ensure seamless navigation for all users, regardless of ability.
- Responsive Design: Crafting an experience that flowed seamlessly across various devices was paramount.
- Storytelling Balance: The challenge was to balance the art of storytelling with the clarity and functionality of the website’s design.
- Value Proposition Clarity: Communicating Whitefox’s unique value proposition was key to connecting with their audience.
Kicking things off.
A deep-dive workshop
To kick things off, I crafted a deep dive workshop to get to the heart of Whitefox’s vision. It was like a detective show meets design thinking—lots of brainstorming, sticky notes, and aha moments. We needed to get inside Whitefox’s head to understand where they were coming from and where they wanted to go. With team members based both in the UK and the USA, the workshop was run online, ensuring full participation and collaboration across time zones, and gathering crucial insights for the redesign.
Meet the users
There were 3 main user types for this site.
Experts in the publishing field, the creative, and the businesses. We had to cover experience authors looking for a better publishing company and also new creative individuals, which didn’t know the publishing field and needed someone to introduce it to them. Businesses needed quick delivery and being able to see financial outcomes.
Process overview.
The Process.
Our UX Journey
The fun began right after the workshop. We dove headfirst into competitor analysis, gathering insights and combing through data to identify where the current site was falling short. This research phase wasn’t just about spotting weaknesses; it was about uncovering opportunities to improve both the user experience and Whitefox’s overall digital presence. By thoroughly analyzing user behavior and industry trends, we built a solid foundation for the next steps.
Where UX meets UI.
Putting pieces together
Once we had all the facts, the creative gears started turning. We crafted a vision board bursting with inspiration, carefully balancing business goals with user needs. At this stage, it wasn’t just about designing something visually appealing—it was about building a solution that was both accessible and aligned with Whitefox’s mission. We focused on creating a design that met every item on the business checklist while ensuring an intuitive, user-friendly experience.
We completed wireframes, put down all the user flows, and finally, a slick component library that matched the new brand like peanut butter to jelly. The final designs came together seamlessly, and we were ready for the big reveal!
component library.
Let’s keep consistency
I put together a component library to speed up the design process. This resource helped the development team with all the essential elements and variations they need for building the website.
Solution outcome.
Ta-da! The Grand Unveiling
The result? A website that didn’t just look like the new Whitefox—it felt like it. We took their fresh branding and splashed it across the digital canvas, making sure everything from the fonts to the photography worked in harmony. We optimized the images, crafted snappy UI elements, and even sprinkled in some delightful micro-animations to keep users entertained and engaged. Every click and scroll was smooth, intuitive, and—most importantly—built trust.
The new site went live with a bang. Whitefox didn’t just quietly slip it onto the web; no, they rolled out the red carpet! The launch coincided with a full social media revamp, and the whole brand came together across every channel. It was like watching a butterfly emerge from a cocoon—if that butterfly was holding a freshly-published bestseller.
Detail That Delights:Micro-animations
Subtle micro-animations were woven into the website’s fabric, providing not just elegance but also guiding users intuitively through their journey, making every interaction enjoyable and smooth.
Branding clues
I ensured that branding clues form the core elements of the website, strategically weaving them into every aspect to create a cohesive and recognisable brand presence.
Discovering Whitefox Page
The ‘About us’ section has been transformed, now featuring clear visuals that highlight Whitefox’s array of services, offering users an immediate and clear understanding of what Whitefox stands for.
bring everything together
The following screens are the final designs that were given to the developers.
The Impact: The Mic Drop Moment.
So, how did it all turn out? Well, the numbers don’t lie. After the new site went live, people weren’t just clicking around—they were staying. The average user engagement time shot up from 54 seconds to a whopping 1 minute 10 seconds. Page views doubled, with more than 8,000 users checking out what Whitefox had to offer. And the Contact Us page? A total star—visits jumped by 40%, and inquiry submissions followed with a 25% boost. Talk about getting authors excited to start their journey!
Even better? Organic search traffic spiked, with 58% of users coming from Google searches. That means Whitefox’s new look and structure weren’t just good for the eyes—they were a hit with the search engines too. The user-centric redesign, combined with an easy-to-navigate interface and clear calls to action, transformed the way authors and potential clients interacted with the brand. In short: mission accomplished, big time!
Other projects
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