I worked as the lead designer on a contract basis, collaborating with a small cross-functional team to redesign Equinoxys’ website. My role focused on balancing stakeholder goals, user needs, and technical constraints to improve service clarity and support client acquisition.
Equinoxys: Improving Service Discoverability and Client Acquisition
About
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Who We’re Designing For & Why It Matters
Context
Equinoxys is a management consulting company based in the DC area, specializing in IT solutions tailored to a diverse clientele. Committed to delivering cost-effective and specialized services, their mission is to empower clients to achieve their business objectives and streamline their operations.
The target users were decision-makers across federal agencies, state and local governments, and enterprise organizations. Due to working with sensitive information, their details remained generalized as to not compromise projects or reveal identities.
Audience
Problem Statement
Equinoxys’ website did not clearly communicate its service offerings or guide users toward consultation requests, costing potential opportunities to create new client relationships and impacting existing ones. Additionally, the design system of the digital platform did not reflect the company’s mission and values.
Understanding the Problem Space & Shaping the Structure
Research
The project operated under limited access to client data and user analytics due to privacy and security reasons. To inform design decisions, I conducted:
These methods helped surface patterns around service discoverability and navigation clarity.
Stakeholder-safe exploratory interviews using generalized inquiries
Competitive analysis of consulting firms serving similar audiences
Heuristic and content analysis of the existing website
Early Stage & Development:
The existing website lacked a clear hierarchy and intuitive navigation, making it difficult for users to understand offerings or determine next steps. To address this, I led the creation of a revised information architecture and collaborated with the team to reassess service categorization, establishing a foundation for interactions, content, and visual refinement.
Transforming Structure to Experience
Design System:
I developed the foundational design system to support visual consistency and scalability across the website. I explored multiple variations and aligned with stakeholders on a visual foundation that best supported clarity, trust, and the company’s brand. Through iterative collaboration with stakeholders and team, I refined the primitive elements such as the typography, color, and spacing into reusable components, adding clear visual affordances to support navigation and interaction.
Usability Testing
I conducted informal usability testing with designers and peers to identify remaining pain points. Some that I found particularly impactful were:
After assessing the feedback with the stakeholders and team, I implemented features that addressed these pain points.
Breadcrumb navigation for path traceability
Back-to-top button to improve navigation efficiency
Adding categories to the FAQ section to improve readability
Insights, Impact, and Future Direction
Reflection:
With additional time, I would focus on designing a mobile experience, as well as conducting deeper heuristic evaluations and usability testing to further refine interactions. Given the scale and timeline of the project, I was able to learn about the importance of creating a strong foundation first that supports the interactions and UI. I was also challenged to explore different methods in defining the target audience and managing what specific flows or components needed to be prioritized.
Prioritized service hierarchy and navigation clarity over information density when showcasing offerings
Added breadcrumbs to improve ease of navigation and to allow users to identify location within the site hierarchy
Reorganized categories and created visual differentiation between offerings
Designed more modular components to improve scalability
Key Decisions:
Outcome:
The redesign established a clearer information hierarchy and strengthened the visual consistency of Equinoxys’ digital presence. Stakeholders responded positively to the improved clarity and scalability of the design system. Users reported feeling more confident in their decisions, experiencing less friction, and were more likely to follow through with sending inquiries regarding services.