Dotmatics website redesign

Insight:

After their merger with Insightful Science, Dotmatics wanted to rebrand and redesign their website to cater to their new audience. My task was to carry forward the website's redesign., add elements that define the work dotmatics does while resonating with their target audience using design and user experience.

Solution:

In order to reach the goal of this project, I collaborated with an external Creative Director hired by the client, who oversaw the branding. As the initial design strategy was set, I had to design all the pages including the Homepage, Solution & Product pages as well as company pages following the brand style.

Challenges

I was dropped head on into the project and had to quickly adapt to the brand's style, learn the brand's target audience, their style and what their products do. With a deadline looming in 2 months, I had my work carved out for me to create multiple pages.

Homepage and creating a design system

When I was onboarded to the project, the homepage was being designed. I continued working on it based on the brief I was given and valuable insight from the project owner and other UI/UX designer regarding the client.

The homepage was designed in a way where it would be able to showcase all of Dotmatics products catering to both the scientists as well as larger data science companies who would be using their software.

Aware of the fact that there were going to be over 20+ pages to be designed and built, I created a design system which would ensure all the pages were cohesive and keep the design in sync.

(Scroll image to view)

Homepage (Scroll to view)

Competitive analysis and user research

In order to understand the products and the users that Dotmatics caters to, I requested data from the clients based on their ideal users and created a user persona. A unique situation was that the client catered to both independent users (such as scientists as well as large data science companies)

For the product pages, I conducted competitive analysis to understand pain and gain points from each of the competitors as well as gaps that we could fill better as well as data from the client.

Some of the competitors that I researched were:

Benching
BenchSci
TetraScience

I also collaborated further with the Brand Designer, UX Designer and copy team to understand better how we could filter the content to engage the user better and create a better experience in their purchase journey.

Internal page designs

With insight from the competitive analysis, project owner and the UX designer, I created the internal pages based on the copy for their Product pages. For the company pages, I interviewed the stakeholders to learn more about Dotmatics.

Solutions pages layout

Capabilities pages layout

About Us page

Our Customers page

What we achieved

This was one of my first large website that I designed, worked with a design system and helped ensure the quality was 100% as it went live. Working on a massive website within 2 months was a challenging experience, one which I took head-on. In-spite of the roadblocks along the way, we were able to launch the website live in record time benefiting the client and improving their numbers drastically which helped the agency onboard more work and referrals.

What I would do next time

I would've loved to have more research input from the customers and worked with a UX designer more on it. Most of the data we worked with was provided by the client as their customers are B2B clients who are usually extremely busy and gaining any information was usually a lengthy and time consuming process.