SeekandHit realign

Creative Nights was re-hired by an internet marketing agency SeekandHit to realign their web site. The previous redesign was back in April 2009. and it was a big success, but there is always a room for improvements.

It was quite a challenge not to overdo it, especially when the existing design is so familiar, and both — the client and us — were so eager about the process. However, the goal was not to make something prettier or different or trendy (which would result in a short-term hype), but instead to focus on tiny little details. After the last relaunch, significant number of pages were published ad hoc and those needed a special attention.

The feedback from the client and visitors was of a great help. Not the “I wish you had…” kind of complaints, but rather relevant comments, for instance “I didn’t understand how X service works or how service Y can help me.”. Mario Frančešević, the Seekandhit CEO created very useful brief, based — among other things — on visitors’ behavior tracked by Google Analytics.

The cornerstone for this iteration were detailed screenshots of actual adverts and illustrations for the most prominent advertising features. That was especially important on the Services Overview page, where some visitors had difficulties understanding differences between various advertising platforms.

Another roadblock for visitors was the Project Questionnaire, which had too many specific questions that were not really required for the initial contact. SeekandHit is tailoring campaigns for each client, so the obvious shift was to simplify the web form and provide the prospects with a brief overview of the process in a form of numbered steps.

The client and us are both happy with the result. Now let’s see how it works for the real-life users. Fingers crossed.

Marko Dugonjić is a designer specialized in user experience design, web typography and web standards. He runs a nanoscale user interface studio Creative Nights and organizes FFWD.PRO, a micro-conference and workshops for web professionals.

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