Arcanite Website Design

Re-branding and website design for Arcanite
Visit website here
Project Scope
1 Product Manager
1 Designer
4 Developers
1 Content Writer
2 Salesmen
Duration
2021 Q2 - 2021 Q4
Tools
Figma, Jira, Adobe Aftereffect, Adobe Premiere Pro
My Contributions
I was a UXUI designer in a team of 9 people. Apart from designing and shipping products live, I spent most of my time communicating with developers and sales.
Project Overview
Arcanite is an Australian start-up that aims to simplify agency work and includes a variety of products and services across plateforms. The previous version of the website was not clear enough and the branding was too old-fashioned, before it's official lanch, I recevied the request that redesign Arcanite official website.

In response, we improved the brand's trustworthiness through a brand refresh and extended its customer reach through a website redesign.
Problem
The previous website and brand did not portray value and generate leads, and the audience could not get valuable information from the website.
Project Requirement Scope
Working with funder, project manager and sales. I sorted out the project requirements and defiend the following goals:
Before
1.
Demonstrate the product's killer features.                               
2.
Increase the communication rate of the website and generate new leads.
3.
Showcasing the Arcnite product matrix and how it works.
4.
Improve the brand credibility and professionalism                      
Jump to solutions
sTAGE 1 - Preparation
Received design requirements from my PM and did table research, task confirmation. Outputs from this stage include mood board and some inspirations.

What I did here: Confirmed the visual style and key messages for the first screen with the stakeholders.
sTAGE 2 - Validating with STACKHOLDERS
Interview with founders, salesman and content writers. confirm the priority of the contents. Testing content layout and hierarchy to timely deliver each key information along a users' journey while on the site. Output of this stage include interview documents sitemap and wireframes.
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What I did here: After creating the first round of wireframes, I went through them with our sales people. Since our goal is to generate new leads, talking to the sales people could help me understand what the key information is that customers want to know.
Some wireframes
sTAGE 3 - Rebranding Guidelines
In order to refresh and convey a new perception of the product, a rebranding effort was launched for Arcanite.

What I did here: There is no consistency in arcanite's current marketing advertising and social media posts, so to enable the marketing department to learn and use the new brand identity, I have produced brand guidelines to help them avoid some common mistakes
sTAGE 4 - prototype
According to a study by Chao Liu (Microsoft Research), the average viewing time of a page is 10 seconds. So the landing page is the most important part. For a new audience, they usually think about these four aspects on a landing page
Understanding Web Browsing Behaviors throughWeibull Analysis of Dwell Time

1. What is it?
What does this product do?

2. Is this a good choice?
Determine if this product meets my needs.

3. Is this reliable?
Does this product lead to other risks?

4. CTA-Let me try it.
If everything seems to be good, users will want to try it.

Based on the reasons above, our landing page comes like this.
Other pages of Arcanite
View website here