Converged Tech
Converged Tech
Client: Converged Technology
Converged Technology’s website, built in 2016, originally focused on IT and AV solutions in Unified Communications. As the company expanded its services to include Physical Security Solutions and Managed Services, there was a need to redesign the website to reflect this growth. The goal was to create a modern, user-friendly site that showcases the full range of services while maintaining a cohesive brand identity.
The website redesign focused on modernising the site’s structure and design to accommodate Converged Technology’s expanded service offerings. A new site architecture was developed to clearly highlight the three core areas: IT and AV Solutions, Physical Security Solutions, and Managed Services. Each of these core services was further divided into individual service offerings, allowing visitors to easily explore the specific solutions available within each category.The design was updated to align with the company’s evolved brand identity, with refreshed visuals and streamlined navigation to enhance user experience. The site was also made fully responsive, ensuring optimal performance across all devices.
The primary challenge was to redesign the outdated website to accurately reflect Converged Technology’s growth and expanded service offerings. The site needed a complete restructuring to clearly highlight the three new core service areas and their individual solutions, all while maintaining a cohesive brand identity. Additionally, ensuring a seamless, user-friendly experience across all devices was critical to the redesign’s success.
The redesign process started with a comprehensive audit of Converged Technology’s existing website to identify key areas for improvement. Key findings included:
- The site primarily consisted of a single long-scroll page, which limited the ability to showcase the company’s diverse service offerings.
- Several services were not clickable or linked to dedicated pages, restricting users' access to detailed information.
- Call-to-action elements were missing across most pages, resulting in fewer engagement opportunities.
- The overall design felt outdated and did not adequately reflect the company’s recent growth or its modern service capabilities.
With the need to modernise Converged Technology’s website and reflect their growth, the challenge was to create a solution that clearly presents their expanded services, aligns with the brand, and offers a user-friendly experience across all devices.
"How might we redesign Converged Technology’s outdated website to clearly present their expanded service offerings, maintain a cohesive brand identity, and ensure a user-friendly experience?"
A thorough audit of the existing website was conducted, focusing on navigation issues, the lack of clickable service pages, missing call-to-action elements, and an outdated design that no longer reflected the company’s expanded services. User behavior data collected from Hotjar revealed key insights into how visitors interacted with the site. Heatmaps highlighted areas of low engagement, particularly around unclickable services, while session recordings showed users struggling to find specific information. These findings helped shape the redesign strategy, ensuring the new site would address these pain points and enhance the overall user experience.
A new site architecture was developed to clearly organise Converged Technology’s expanded service offerings. The three core areas—IT and AV Solutions, Physical Security Solutions, and Managed Services—were defined and broken down into individual service offerings, ensuring that visitors could easily navigate and explore each category.
As part of this process, the URL structure was reviewed, and a comprehensive list was created for renaming URLs and determining which pages needed redirects. This provided the client with a clearer overview of the website’s new structure, enabling them to run targeted marketing campaigns for specific services and use individual service pages as landing pages for those efforts.
Mid-fidelity wireframes were developed to present the website’s new structure to stakeholders. These wireframes visually mapped out how the services were organised across the three core areas, providing a clear representation of the site architecture.
This process also highlighted information gaps and imagery needs, allowing stakeholders to identify missing content and resources. The wireframes gave a comprehensive overview, ensuring that all necessary content was aligned with Converged Technology’s expanded offerings and that each service was accurately represented.
After the wireframe stage, a design moodboard was created to establish the visual direction of the website. This moodboard helped align stakeholders on the overall aesthetic, including colour schemes, typography, and imagery that reflected Converged Technology’s brand identity.
Once the moodboard was approved, high-fidelity wireframes were developed to bring the design to life. These wireframes detailed the final layout and interactions for each page, ensuring the user experience was cohesive and visually engaging. The hi-fi wireframes were then presented to stakeholders for final feedback before moving into development.
Since the existing website was built on the Wix platform and the client preferred to manage future updates themselves, it was decided to remain on Wix for ease of use. The development process took approximately 2 months, about a month longer than initially estimated due to the client’s decision to write their own content.
The website redesign effectively aligned Converged Technology’s online presence with its growth and expanded services. The new structure improved navigation and boosted SEO, resulting in a 30% increase in webpage visits. Additionally, the client saw a 10% increase in customer inquiries and new business leads. The modern design reinforced the brand’s professional identity, while clear call-to-actions enhanced user engagement and supported targeted marketing efforts.
