Upromise.com redesign

 

OVERVIEW

Not only did Upromise know that they needed to update their site to look more modern and become responsive but they also wanted to appeal more to parents with young kids as their primary target audience.

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RESEARCH

After many small focus groups with parents, the facilitator informed me that parents resonated the most with aspirational imagery of kids growing up to be successful in their career of choice. Also, my design team and I did marketing research on competitor sites as well as various sketches, mood boards, and design concepts. 

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CONCEPTS

Once the business managers chose a design option that I created, the research team brought those designs to parents and conducted surveys to better understand how they felt about the new designs and if everything was clear to them.

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SOLUTION

The final product took much longer than anticipated because it was our first responsive site, so it was a learning process for everyone involved, but in the end we were all very impressed with the outcome as well as our customers. 

Some of the highlights of the new website were:

• An award-winning website design (featured in GD USA Magazine)

• Fun, kid-like feel with drawings overlaying the images and hand-drawn graphics throughout the site

• A more aspirational design and appealing to parents of young families (previously it appeared to be a shopping-centered site)

• Responsive for desktop, tablet, and mobile breakpoints