studio&more
TL;DR
Project
studio&more is a prominent visual design agency located in Tel Aviv, Israel looking to update their website's copy and information architecture.
Scope
Writing and website layout, with a focus on two user experiences: potential clients and designers/future employees
My role
UX writer and content designer
Stakeholders
Designers (including potential employees) and clients
Goal and timeline
Research, plan, and redesign key screens of the studio&more website, including all writing and updated layout, within twelve weeks.
Challenges
Through intense research, discover gaps that studio&more can fill through their website that are not fulfilled by similar competitors in the field.
Implement writing, design, and IA that connects with clients, designers, and future staff.
Basic process
User research > Plan > Design/Copy > Prototype > Present
Jump to results - content style guide and revised case study
Project overview
studio&more plans a website redesign to showcase its visual design capabilities. They aim to generate interest in the design community and attract new clients.
Purpose
This knowledge will aid in aligning the copy to their brand message
A strong brand presence will create a valuable connection with their target audience of clients and the design community
Goals
To gain deeper insights into who studio&more is and what they do
To understand how they identify and relate to their target audience
To discover their primary goals for a website redesign
The Team
studio&more
Nitsan Rozenberg (Founder) Ori Cohen (UX Designer)
Project Manager
Anja Wedberg
UX Writers | Researchers
Linda Heidvogel, Bill Deutsch, Yael Gargir, Jehoon (Josh) Joo, Tatiane Precopio, Hassan Sopha
Overview of team tasks in 3 phases
Research
Competitor analysis
Stakeholder interview
Conversation mining
Content style guide
Website planning
Content audit
User interviews
Personas
User journeys
Content creation
Revised writing
Landing page
Information architecture
Case study layout
Project timeline
January 2023 - March 2023
Design tools
Figma | Miro | Airtable | InDesign
My responsibilities
Writing + research
Content audit
Stakeholder interview
Voice and tone
Content style guide
Case study revision
Final presentation
For the purpose of this portfolio, I will only be documenting my involvement in the project.
Content audit
Conduct a content audit of each page within the website with the added information gathered from Google Analytics.
Create a summary of findings that informs the content creation for the site.
Goals
Purpose
Gain a better awareness of the company and the current copy being used
Identify and address points of friction and to highlight the features that are adding value to the site to increase SEO
Based on the results of this audit, certain features of the website were made the primary focus of this project.
Navigation and site structure
Consolidate the main navigation as a header at the top of the page
Update the copy so the actions a user takes are clear
Landing page
Communicate who studio&more is and what they do by:
Adding a bold, informative headline to strengthen their brand identity
Featuring select case studies that illustrate their capabilities
Case study structure
Showcase work in a simple and understandable format
Have a clear storyline (with a beginning, middle, and end) that is embellished with descriptive copy
&more
Revise copy so it is easy to read by adding headlines, subheadings, and bullet points and written at an understandable level.
Express company culture in a relatable way by adding copy. (Current state is only images, no writing).
Three dates had a marked increase in traffic - capitalize on these prior events.
Stakeholder Interview
To gain better insights to studio&more’s goals with their website redesign, an interview was set up with the founder, Nitsan Rozenberg.
The interview questions were conducted and created by myself and another team member. The interview took place on January 10, 2023.
Key takeaways
Seek a revised website that is fresh and unique without a corporate feel
They prefer working with tech companies and startups because it offers more fluid communication and innovative design freedom
Favor developing projects from scratch for a more holistic result and being able to grow with the client
Put the client first with a detailed and personal approach that is not rushed
Focus on creating something unique that can’t be found anywhere else
Establish a more significant following for their brand and strengthen relationships within the design community
Increase presence in potential clients’ frame of mind
Based on the research that was conducted through the content audit, stakeholder interview, conversation mining, and user interviews, I created a comprehensive style guide for studio&more.
Content style guide
Goals
Develop studio&more’s brand personality, voice, and tone
Create a content style guide that aligns with the company’s principles and includes guidelines on how to keep the content consistent
Purpose
A unified voice builds trust and brand recognition
Clear, concise, consistent content establishes the brand personality and instills confidence in studio&more’s abilities
Style guide table of contents
Overview
Mission, Vision, Goals and principles, Target audience, Brand personality
Voice and tone
Graphic slider, Voice characteristics, Tone in use
Branding
Styling for scannability, Logo, Fonts, Color palette
Grammar and mechanics
Includes guidelines for keeping all website content consistent according to punctuation, language usage, etc.
Case study structure
An in-depth overview of how to outline case study projects with a clear beginning, middle, and end
TL;DR
A quick reference of key takeaways
Case study revision
Goals
Create a narrative highlighting the goals of studio&more
Standardize case study information
Speak to clients’ and designers’ expectations
Purpose
Motivate viewers of case studies to connect with studio&more
Unify projects with a consistent presentation that can still support design variety and clarity
Based on the previous research, a flow chart was created to establish best practices for creating a compelling case study.
Below is a summary of key points.
Beginning
Introduction
Who is it for?
What was the challenge/ goal?
How are you going to solve the problem?
Middle
Body of work
Visually share each deliverable with supportive copy that:
Explains process
Highlights inspiration
Provides reasoning
End
Conclusion
Show the project’s impact
Awards
Positive client interaction
Impressive results or data on how you work
Link to similar projects
To show how this flow chart can be used in a real-case scenario, the Storemaven project was selected to illustrate this process as an example.
Storemaven case study image
BEFORE image when hovered
AFTER image when hovered
The updated version offers additional information for studio&more’s viewers
Who does the case study highlight - Storemaven
What kind of company/what do they do - app analytics company
How did studio&more assist the project - website and branding
Beginning - Introduction
BEFORE
AFTER
Start with basic info and summary
Client’s name
Client’s profile such as industry, key personality traits, service, or product
The deliverables and a hint to the resulting impact for the client
Create a clear motivation for the project and outline it with a distinct goal and solution
Middle - Body of work
BEFORE
AFTER
Include a headline
Reveal process work and how it led to the final design
Describe the inspiration
how it related to the visuals
how it reflects the client
The animation (shown here as a storyboard) was relocated after the description to support the visual impact of studio&more’s process
BEFORE
AFTER
Include a headline
Introduce deliverables and describe why they are beneficial to the project
This added content strengthens the images and offers value to the work
Headlines, bullet points, and bold, colored, or italicized text keeps the content scannable and impactful
End - Conclusion
BEFORE
AFTER
Include the project’s impact
how the goals were met
highlight awards
positive client reaction
Motivate the user with prompts
view more work
contact the studio
return to top
Next steps
If I were to return and continue with this project, I would be eager to pursue user testing, followed by more interviews. It would also be beneficial to incorporate an explanation of studio&more’s business model and its benefits into the website. Adding an additional filter for the case studies by business vertical (such as B2B, retail, eCommerce, Saas, etc.) so potential clients or designers can view by industry would also be useful.
And finally, being able to work with the company by including a defined purpose for studio&more would create a measurable impact beyond their visual design capabilities. This added level of social responsibility and positive contribution to the world is always beneficial when this purpose is incorporated into their mission.