Onyx Studios Case Study

Step 1: Define Objectives

Primary Goals:

1. Create a cohesive brand identity that represents the strengths of both firms.

2. Design a user-friendly website that appeals to existing and potential clients.

3. Showcase an expanded portfolio to highlight the firm’s diverse expertise.

Secondary Goals:

1. Increase inquiries and project leads through the website.

2. Build trust by highlighting the history and legacy of both firms.

3. Enhance the mobile experience for busy professionals browsing on the go.

Step 2: Research and Insights

1. Stakeholder Interviews
Spoke with leadership teams and staff from both legacy firms.

• Insight: Both firms have strong client bases with slightly different specialties (e.g., residential vs. commercial). A unified brand needs to reflect this diversity.

2. User Interviews
Interviewed 10 existing clients from both firms and potential clients in the target demographic.

• Insight: Clients value a modern, visually appealing portfolio and clear communication about services and expertise.

3. Competitor Analysis
Reviewed websites of successful architectural firms for inspiration and benchmarks.

• Insight: Top firms use clean designs, interactive portfolios, and strong calls to action (e.g., “Request a Consultation”).

Step 3: Key Design Features

1. Unified Branding

• Developed a sleek, modern logo and color palette combining elements from both firms' identities.

• Created a tagline emphasizing collaboration and expertise, such as "Designing Together, Building Dreams."

2. Interactive Portfolio

• Built a visually rich portfolio showcasing residential, commercial, and mixed-use projects.

• Added filters for project type, size, and location to help users find relevant examples.

3. Storytelling Through the Merger

• Designed an “Our Story” page to explain the merger, highlight combined expertise, and build trust.

• Included testimonials from legacy clients and case studies to demonstrate continuity and success.

4. Optimized Navigation

• Created a clear site structure with primary sections for Portfolio, Services, About Us, and Contact.

• Added a “Legacy Projects” section to honor the history of both firms while transitioning to the new identity.

5. Lead Generation Focus

• Integrated a prominent “Get a Quote” button on every page.

• Developed a consultation form asking about project needs and timelines to streamline inquiries.

Step 4: Implementation & Testing

1. Wireframes and Prototypes

• Created low-fidelity wireframes to map user flows and ensure intuitive navigation.

• Developed high-fidelity prototypes for testing with both desktop and mobile versions.

2. Usability Testing

• Conducted usability testing with 12 users, including existing clients and new prospects.

• Feedback: Users loved the portfolio layout but suggested adding client success stories for context.

3. A/B Testing

• Tested two homepage designs: one with a strong visual focus on the portfolio and another emphasizing the merger story.

• Result: The portfolio-focused homepage increased user engagement by 20%.

Step 5: Results 

Post-launch metrics showed significant improvements:

• Website Traffic: Increased by 40% within three months of launch.

• Client Inquiries: Grew by 35%, with many new clients mentioning the clarity and appeal of the website.

• Engagement: Users spent an average of 3 minutes per session, exploring multiple portfolio projects.

• Retention: Positive feedback from legacy clients about the seamless transition to the new brand identity.

Conclusion

The redesigned Onyx Design website successfully merged the identities of two established architectural firms into one unified and compelling brand. By focusing on storytelling, a rich portfolio, and user-friendly design, the site retained existing clients while appealing to a broader audience. This project demonstrates the power of UX design in supporting business growth during a significant organizational change.