You miss 100% of the shots you never take.

Background

StrategiQ is a UK-based marketing agency that helps ambitious brands outperform their objectives through world-class advisory, creative, marketing, and technology services.

I joined StrategiQ as a UX designer in April 2024, as one of 8 designers in a company with 50 engineers and 5 project managers. I am actively involved in the discovery and kickoff phases of projects by gathering and analysing all performance data and SEO metrics to understand business objectives and identify potential solutions. I design wireframes and sitemaps that clearly highlight these objectives and proposed solutions, and then hand them off to the creative team for implementation.

I've grown tremendously in 6months, some key achievements of which I have listed below:

• Helped designers gain a deep understanding of business objectives, ensuring designs are not only visually appealing but also user-centric.

• Organised and led workshops to educate designers on have component base designs.

• Collaborated closely with engineers and project managers to ensure seamless integration of design components, improving overall project outcomes.

• I developed a design system that unified reusable components, improving consistency across products and speeding up the design-to-development process.

• Improved teamwork between design and development by implementing and documenting the design system, ensuring smooth integration into the codebase.

Understanding the Problem

At the initial stage of the Centurion Club website redesign, I concentrated on identifying the key UX/UI issues impacting user experience. Here’s a brief overview of the core problems:

UX Problems

• Confusing Navigation: Important content like membership and event details are hard to find.
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• Poor Mobile Experience: The site isn’t fully responsive, affecting mobile usability.
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• Unclear User Journeys: Different user needs (members, golfers) aren’t catered to effectively.

UI Problems

Outdated Design: The website doesn't reflect the luxury brand, with inconsistent visuals and CTAs.
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Cluttered Information: Content is overwhelming and poorly structured.

Design Process

We held several meetings with the client to fully understand their goals, which included mapping out user journeys and showcasing all the club’s key facilities, particularly “ dining” , “Events & Meetings” and “golf”. Through these discussions, and after reviewing the existing website and identified UX/UI issues, such as confusing navigation and difficult-to-find information. From there, I focused on resolving these problems by designing clearer, more intuitive user journeys that improved navigation, creating a seamless experience that better reflected the club's luxury image.

Sitemap

The next step was to design the UX sitemap. To ensure its effectiveness, I carefully considered the SEO technical sitemap as well, making sure that the structure would not only enhance user experience but also support the website’s search engine optimisation and visibility.

Heres the SEO Technical Sitemap:

After having multiple meetings with SEO Team I started to design UX sitemap:

Content Brief

During the content brief stage, I collaborated closely with the SEO team to ensure we were aligned on both UX and SEO goals. Together, we planned the content for each section and page, carefully considering user experience and SEO metrics. This collaborative approach ensured that the content would not only be user-friendly but also optimised for search engines, leading to a better overall outcome for the project.

Heres content brief for Landing page:

Wireframe

Due to time constraints on the project, I wasn't able to create wireframes for every page. However, I did focus on designing a wireframe for the landing page, which is the most critical part of the website.

Style Guides

After aligning the content strategy with the SEO team, the next step was to ensure the design adhered to the Centurion Club's brand style guide. This involved maintaining consistency in the visual identity across the website, reinforcing the club's luxurious image.

Design

Next, I collaborated with one of our designers, Max, to ensure we delivered the project on time. Together, we worked on designing all the required pages, along with their responsive views for different devices. This team effort allowed us to maintain quality while meeting the project deadlines.

Landing Page

Golf

Membership Page

Afternoon Tea Page

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