Redevelopment Resources

View the site
My roles
UX & Brand Designer
UX strategy, responsive design, brand devlopment
Project length: 2 months in partnership with
Latz Web Development, LLC
Goal
Redesign the website to strengthen credibility, clarify services, and create a more intuitive experience. Prospective clients needed to quickly understand the firm's services and see proof of its experience.
Overivew & approach
Redevelopment Resources' target audience included a range of professionals in the private- and public-sectors including: municipal officials, EDC leadership, private developers, and business owners. This audience found an economic and development consultant's experience, crediblity, and services to be the most sought after information on a website.

The previous website was challenging for users to navigate and find relevant information. The new website needed to build confidence through clear information, demonstrated expertise, and an intuitive path to relevant resources.

Working with Latz Web Design, LLC, I reviewed and evolved the website architecture and content hierarchy to better serve public- and private-sector audiences. I prioritized three key areas in the main navigation: who the firm serves, its services, and its project experience. Establishing those three items in the main nave gave visitors a direct path to the information most relevant to their needs.
Strategy
A clear starting point
The homepage was designed to quickly communicate what Redevelopment Resources does, who it serves, and why its experience matters. I incorporated services and verticals (public- and private-sectors) on the homepage as two main pathways to lead users deeper into the site. Doing so allowed users to learn what services are provided and who Redevelopment Resources serves.
‍
Clear pathways to relevant content
‍I structured the Who We Serve page around the four key audience groups: municipalities, organizations, entrepreneurs, and private developers. Each section connects visitors with relevant project use cases, creating a more direct path from their specific needs to the firm's experience.

Credible proof and experience
‍With credibility central to the web experience, I ensured social proof prominent role. Customer testimoinals and company stats are sprinkled purposefully throughout the website. The Our Projects page brings together a featured case study, a curated project grid, and client feedback, making a large portfolio of work easier to browse and evaluate.
Design and brand
During the website redesign, I suggested Redevelopment Resources consider elevating their existing brand and logo to feel more credible, recognizable, and easier to read/use on a variety of touchpoints. Leveraging the visual identities of organizations in similar industries, I identified opportunities to refine the brand such as polishing the logo to make the text more legible and crafting new brand elements (background visuals and icons) that were less distracting and more identifiable. The goal was to create a more polished, professional identity that felt credible without becoming overly corporate.
Alyssa Shurbert-Hetzel
LinKedIn