Waltz Construction

Approach

Phase 1: Discovery and Planning

• Stakeholder Interviews: Conducted in-depth interviews with key stakeholders across different departments (marketing, sales, project management, leadership) to understand their goals, target audiences, brand values, and desired website functionalities. Key insights included the need to highlight their diverse project portfolio, emphasize their commitment to client relationships, and attract both commercial and residential clients.

• Competitive Analysis: Analyzed the websites of key competitors to identify industry best practices, design trends, and areas where Waltz Construction could differentiate itself.

• User Research: Conducted surveys and interviews with existing and potential clients to understand their needs, pain points, and expectations when interacting with a construction company's website. Key findings highlighted the importance of clear project portfolios, easy contact methods, and testimonials emphasizing trust and communication.

• Information Architecture (IA) Development: Based on stakeholder feedback and user research, a new, intuitive IA was developed. This involved categorizing content logically to cater to different client segments (commercial, residential, etc.) and ensuring easy navigation to key information like services, projects, and contact details.

• Defining Key Performance Indicators (KPIs): Established measurable KPIs to track the success of the new website, including website traffic, bounce rate, time on page, lead generation form submissions, and client engagement metrics.

Phase 2: Design and Content Strategy

• Wireframing and Prototyping: Developed low-fidelity wireframes to outline the structure and layout of key pages. These were iteratively refined based on internal feedback. High-fidelity prototypes were then created to visualize the user interface and interactions.

• User Testing (Round 1): Conducted usability testing with a representative group of target users using the interactive prototypes. Participants were asked to perform specific tasks, and their interactions and feedback were recorded. This identified areas of confusion and provided valuable insights for design improvements.

• Visual Design Development: Based on the brand guidelines and user feedback, a modern and visually appealing design concept was developed. This included a refreshed color palette, contemporary typography, and the strategic use of high-quality photography and videography showcasing their projects and team. The design aimed to convey professionalism, trust, and innovation.

• Content Strategy and Creation: Developed a content strategy aligned with the new IA and target audience needs. Existing content was reviewed and rewritten for clarity and conciseness. New content was created to highlight Waltz Construction's expertise, client-centric approach, and project successes. Emphasis was placed on storytelling and showcasing the people behind the projects.

Phase 3: Development and Implementation

• Website Development: The new website was built using WordPress on a responsive platform, ensuring optimal viewing experience across all devices (desktops, tablets, and smartphones). Focus was placed on website performance, security, and SEO optimization.

• Content Migration: Existing content was carefully migrated to the new platform, ensuring proper formatting and adherence to the new IA.

• User Testing (Round 2): Once the initial build was complete, a second round of user testing was conducted on the live development environment. This helped identify any remaining usability issues or bugs before the official launch.

• Integration with Existing Systems: The website was integrated with relevant existing systems, such as contact forms feeding into their CRM and project galleries linking to their portfolio management system.

Phase 4: Launch and Iteration

• Website Launch: The new Waltz Construction website was launched after thorough testing and quality assurance.

• Post-Launch Monitoring: Website traffic, user behavior, and key performance indicators were closely monitored using analytics tools.

• Stakeholder Feedback (Post-Launch): Continued to gather feedback from internal stakeholders on the performance and effectiveness of the new website.

• Iterative Improvements: Based on the data and feedback, ongoing iterative improvements were implemented to optimize user experience, content, and functionality. This included A/B testing different calls to action and refining content based on user engagement.