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Genee Group, a leading UK manufacturer of touch technology, required a complete website overhaul to resolve backend issues and modernise their digital presence. This presented an opportunity to not only rebuild the site but also refresh the design, improve content, and optimise the user experience.
I was responsible for the strategic development of the website from initial concept to delivering high-fidelity wireframes and a comprehensive design system to the in-house web developer for implementation.
Clients:
Genee Group
I began by collaborating with the marketing team to develop a comprehensive site map, evaluating which existing pages were essential and identifying opportunities for new content and features. This step laid the foundation for a streamlined and forward-thinking structure.
Next, I conducted a thorough review of the site’s content, determining what should be retained, removed, or added. A key focus was incorporating strategic calls to action throughout the product pages, which became the cornerstone for organising and creating other content effectively.
The design process progressed methodically, moving from rough sketches to low-fidelity prototypes and, ultimately, fully detailed high-fidelity wireframes and a new website design system document.
"A key focus was incorporating strategic calls to action throughout the product pages, which became the cornerstone for organising and creating other content effectively."
As part of the redesign, I produced a new website design system document, helping to ensure consistency whilst revitalising the brand’s identity. This included refining the primary colour palette, creating secondary colour variations, and establishing a cohesive typography system to define fonts, styles, and sizes for headings and body text. These guidelines also detailed container padding, button spacing, and other layout specifications in pixels, ems, and rems, accompanied by clear usage examples.
To ensure clarity and consistency, the website’s pages were categorised into three main types—product and solution, contact and support, and blog pages. Each category followed a distinct design structure, particularly in the hero images, with variations documented thoroughly in the guidelines.
"As part of the redesign, I produced a new website design system document, helping to ensure consistency whilst revitalising the brand’s identity."
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