The problem

Over the last 20 years, Payments Channel has grown in complexity, focusing on helping clients expand their financial operations through hands-on coaching, strategy planning, and more.

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Before the redesign

Designed in the early 2010s, their website, unchanged for over a decade, no longer met the client’s satisfaction, as they envisioned a new, modern site that truly reflected their evolved brand and goals.

After the redesign

To address this, we completely restructured the information architecture to highlight the company’s unique strengths, new offerings, vision, and processes, ensuring it mirrored their growth and matched their competitors while maintaining a unique identity.

Technical Process

Understanding What “Redefinition” Means to the Client

We began by diving deep into the client’s world through a series of video conferences, where we worked to clarify their objectives and uncover the unique needs of both their business and their clients. Simultaneously, we meticulously examined the old website, gathering valuable insights to guide our approach and ensure we fully understood the starting point of the project.

Bringing Imagination to Life with Prototyping

We created and refined several prototypes, using the client’s feedback to continuously enhance the new information structure. As the design evolved to align with the company’s updated identity and services, it ultimately inspired the creation of a new logo, symbolizing “The Hero’s Journey.”

What started as an initial prototype surprisingly sparked a wave of inspiration.

What started as an initial prototype surprisingly sparked a wave of inspiration, not only for us but also for our clients. The early design gave rise to new ideas from the clients, which in turn triggered even more creative concepts from our team. As the project evolved, both our contributions and those of the client kept maturing, leading to a wealth of ideas that even surprised us all. This collaborative effort truly transformed the project in ways we hadn’t anticipated, showcasing the power of continuous idea exchange.

Incorporating Illustrations

To highlight the brand’s unique identity, we brought in custom illustrations from a renowned studio with a prestigious portfolio including names like Microsoft and Huawei. These illustrations vividly showcased the company’s distinct vision and added clarity to the overall message, enriching the project’s visual narrative.

WordPress Development

We specialize in building custom themes, meticulously writing code from scratch. Here’s a simplified overview of our WordPress development process:

1. We start by writing the UI code in a separate environment, using a mobile-first approach.
2. Next, we integrate the completed UI code into a blank WordPress theme.
3. We then synchronize the UI with the WordPress database through its admin system.
4. To enhance efficiency and functionality, we add additional plugins to augment the theme.
5. Finally, we thoroughly test everything before release.

Conclusion & Key Takeaways

The client appreciated the final result, but there was a sense of dissatisfaction as the product didn’t visually align with the competition as closely as they had hoped. While I had advocated for a fresh and bold solution, the client would have preferred a look more similar to the competition, aside from branding colors, graphics, and information structure. This experience underscored the importance of truly empathizing with the client and delivering what they want, not just what we believe is best for them.

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Lesson Learned: Always ensure the final product aligns closely with the client’s vision and expectations.