Case Study
Veritas
UCD • Branding
An overview
Veritas are the leaders in the world of creative branded merchandise and bespoke corporate gifting, collaborating with high end clients across a multitude of industries, it was important that their new site reflected Veritas’ use of traditional and contemporary luxury materials. Find out how I achieved this through a collaborative process with sister agency Datadial.
👨🏻💻 Role: UX/UI Lead
💻 Platform: WordPress
👥 Team: 1 Dev, 1 Designer
👁 Vision: Mobile 1st Brochure
⏱ Delivery: 1 Month
💼 Agency: Datadial
Defining the problem
Veritas is a business with a luxury bespoke gifting product. Their client base is vast however they struggled to attract new enquiries through the site due to the confusing user journey, poor UX and an antiquated user interface. This combined with a clunky mobile experience meant that the site required a new approach. It was clear that their current site lacked the relevant information to funnel visitors through to an enquiry.
The challenges
The team at Datadial initiated the process by carrying out an SEO ‘deep dive’ where they were able to identify how content was listing in Google for the brand and then structure and curate the content of the new site with SEO at its core. Each page has been built to act as a landing page, which allows the content to rank highly in search engines.
My key challenge was to address content in a smart way, serving the user what they required to see, where they expected to see it, reflective of the new SEO focused page structure worked on by Datadial.
It was important that I conveyed that through mobile-first, simple and intuitive, user centred design.
The design system
Defining a design system for the brand was key to its success. The design stripped back a lot of the original styles, to keep the design minimalist and focused on their stunning product imagery. Once the design system components were established, I was able to start wireframing and experimenting with some low-fi layouts to explore how this new content would flow alongside a revamped user journey.
Information hierarchy
Special attention was given to the design of menu hierarchy, in order to reflect the SEO research. Tiled containers were introduced to break up content elegantly and case studies were introduced to help establish trust and competence within the brand. Product category pages were luxurious with space, focusing on attractive product image grids, partitioned content, bespoke icon led process, FAQs, brand logos and a final encouragement to make an enquiry at the end of each page.
Product page
The results
The launch of the new site has been a success. The digital Veritas brand has been elevated to reflect the quality of the offline product range and company heritage. This, along with the SEO focused page structure, has resulted in a steady increase in on site enquiries, along with a 100% rating in Google speed tests and a higher ranking on its search engine.
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