Problems

Decibel's old website and brand identity were not conveying the company's state-of-the-art technology or setting it apart from competitors. The user experience was fragmented, navigation was clunky, and visual identity was incoherent.

Key challenges:

• Outdated brand aesthetic: The previous visual identity failed to convey Decibel's innovative approach, impacting brand perception and credibility.
• Poor site navigation and information architecture: Users struggled to find essential product information, leading to frustration and higher bounce rates.
• Lack of visual hierarchy and user flow clarity: Inconsistent design patterns made it difficult for users to prioritize content, slowing down their decision-making process.
• Limited brand differentiation: The website did not effectively communicate Decibel's unique value propositions, making it harder to stand out in a competitive market.

Solutions

For the wireframing and prototyping phase, I designed and iterated wireframes to enhance clarity and usability. High-fidelity Figma prototypes were built to simulate user interactions, allowing for valuable testing and feedback. A component-based approach ensured consistency across the design, streamlining both the development process and future updates.

The key features of the redesign included a scalable design system with reusable buttons, forms, and layouts for consistency. Clear navigation was established through an intuitive hierarchy and strong CTAs, guiding users seamlessly through the site. Dynamic product pages were designed to incorporate key content such as product specifications, videos, and guides, creating a more engaging user experience.

The impact of these improvements was measurable. Time spent on the page increased by 12% due to enhanced UX and content organization, while the bounce rate dropped by 15% thanks to clearer navigation and more compelling CTAs. Additionally, the implementation of a scalable design system reinforced brand consistency across all touchpoints.