HME Website Redesign

ROLE

Project management, competitive research, user research, site mapping, wireframing, prototyping, branding, visual design, photography, illustration, proofreading, testing, QA

HME (HM Electronics, Inc.) is a global leader in QSR (quick service restaurant) technology. With over 40 years in business, the company was the first to introduce and implement the wireless headset system in drive-thru restaurants, evolving into always-connected hardware products and enterprise-level SaaS offerings.

Overview

Prior to updating this website, the design remained roughly untouched for nearly 6 years. The user experience and site ranking was suffering greatly due to lack of responsive design, a confusing navigation UI, text being too small to read, and the overall layout hierarchy needing improvement. The stakeholders also wanted to increase TOFU (top-of-funnel) leads if possible.

Problem

Redesign HME’s website with an all-around overhaul, targeting the following; (1) Rework the UI for both desktop and mobile users to improve user navigation. (2) Design responsive layouts for both desktop and mobile, increase text sizing to become more legible, and use more photography to avoid walls of text, improving user experience. (3) Rewrite content to include more keywords and improve SEM. (4) Insert several contact forms and live-chat opportunities for lead generation.

Solution

THOUGHT PROCESS

My in-house marketing team updated HME’s outdated website. After an audit, we set goals to fix the main issues. I did user research with employees and clients, which confirmed the problems. I reviewed competitors, then created a site map and wireframes for team alignment. After approval, I worked with a copywriter to build branding and a design system, applied them to the visuals, and added custom photos and illustrations. I handed off files to a developer and worked with the team to check layouts, links, UX, and copy before publishing.

A quick glance of a product page on desktop and mobile.

Through careful research, planning, and management of internal teams, I was able to design and deliver a redesigned website that addressed all identified problems. I also incorporated call-to-action opportunities to help generate leads and conversions for the sales team by educating customers through thoughtful UX why a product suits their needs.