Inyova Website Redesign

Inyova is a well-established brand in Switzerland that offers sustainable investing. The project’s goal was to update Inyova’s existing website to provide a cleaner, more consistent, and scalable design for future growth, improve its performance in search engine rankings and update their marketing messaging. If you’d like to see the updated website, you can visit www.inyova.ch.

The Problem

Inyova’s website was built in 2018 when the company was created. It was effective initially, but once Inyova started to grow and evolve, its limits became apparent and needed to be fixed:

  • The website was disorganized due to the lack of a design system and proper information architecture.
  • Users had difficulty finding the information they needed.
  • The website was challenging to scale when adding new subpages.
  • Marketing team had to manually adjust article designs, leading to unintended variations.
  • There were gaps in functionality.
  • The website’s SEO needed improvement.
  • The copy needed to be revised using the Story Brand framework to better align with Inyova’s marketing strategy.

The Goal

High Level Goal

Revamp the current website to enhance its clarity and improve user experience by enabling quicker access to information and simplifying the design, ensuring it has all the necessary functionality and is structured in accordance with the Story Brand framework.

The Approach

  • Improve user experience: ensure that the website is easy to navigate and that users can find what they are looking for.
  • Future proof: ensure that the website is clean and scalable for potential future products, with existing functionality improved and new features added to reduce the need for manual work and maintenance.
  • Update brand messaging: the copy is rephrased using Story Brand framework with assistance from the Marketing team.
  • Search engine optimisation: improve loading times, optimize images, improve accessibility, etc.

Taking Stock

The project began by assessing the website’s subpages to check the current information architecture and identify any issues. Additionally, during this process, the existing design elements, such as colours, typography, and paddings, were reviewed. This helped in developing Inyova’s website design guidelines, as the original creators didn’t follow any specific system. The website guidelines included a responsive grid, interactive buttons, accessible input fields, and more. The aim was to preserve the brand’s visual identity while removing any inconsistencies that might cause extra work for the development and marketing teams.

Creating New Information Architecture

There was a need for new information architecture because some of the website’s pages were cluttered and repetitive, containing sections that didn’t serve a specific function. To address this, card sorting was conducted to ensure each page had a clear purpose, answered all of the most common user questions, and that users could find that information easily.

Design First vs. Copy First

After finalising the information architecture of the website, we prioritised which pages to focus on first, deciding which ones would be copy-first and which would be design-first. This allowed the marketing and design teams to work simultaneously on a few pages at a time, as there were around 20 pages to complete in total. The marketing team focused on updating the copy with the Story Brand framework and worked on the copy-first pages that required minimal usability adjustments. Meanwhile, the design team concentrated on enhancing the user experience by adding missing information and adjusting the page design according to the new design guidelines. These were the design-first pages.

After both teams completed a single page, it underwent a standardised management approval process, which is illustrated below.

User Testing

After the completion of the new design, several rounds of user testing were carried out to ensure website usability and functionality. During the testing, special attention was paid to whether users understood Inyova’s unique selling proposition since investing can be a complex and overwhelming topic. Based on the findings, several improvements were made:

  • Adding a comparative overview of the 3A and 3B investments to simplify their understanding.
  • Making navigation naming as clear as possible.
  • Ensuring that the website homepage communicates Inyova’s value proposition quickly and easily.
  • Providing easy access to help.

Additionally, users enjoyed the parallax effect on the website, so it was included in the final version. After implementing these changes, the website was ready for development.

Challenges

Creating Guidelines from an Existing Design

One of the most interesting and challenging parts of the project was finding the right balance between making enough changes to improve website cohesiveness, accessibility, and user experience without losing Inyova’s brand look. This required a careful examination of each design element and its impact on the overall brand identity.

Communication

This project involved multiple stakeholders, including the marketing, customer success, people, design and development teams. Ensuring that everyone was aligned with the project’s goals was crucial. During the design phase, I actively engaged relevant stakeholders to gather their ideas, feedback, and insights. This collaborative effort not only helped to create a user-friendly design, but also a design that seamlessly aligns with our brand identity and user needs.

Changing Priorities

Midway through the project, business priorities shifted, leading to a temporary pause. Later, when it was resumed, it needed to be updated to include information about a new product. Subsequent design updates were straightforward and easy, thanks to the initial website design, which was created to be easily scalable. This approach significantly helped navigate the project’s complexity and adapt to evolving requirements.

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