In 2022, as ĒSEN's business had undergone continuous pivoting and expansion, it had become evident that the website had fallen behind in terms of updating. To define and strengthen the strategic approaches to the market, I collaborated with the Brand Marketing Team to evaluate the company's values and positioning.
The project aimed to develop new brand guidelines and realign the website's structure with the current and upcoming business models, ensuring that future iterations would not disrupt its functionality. Throughout a series of iterations, I not only designed multiple business sites for the company, clinic, and healthcare services, but also constructed a media site using Webflow's CMS feature, specifically for ĒSEN's medical content.
The new website resulted in a 520% increase in clickthrough rate. During the project, I primarily used Figma to design the desktop version of the website and iterate based on stakeholder feedback. Once the design and content were finalised, I transitioned to Webflow to continue the design and development process for all versions of the website, including desktop, tablet, and mobile.
Since the website was migrated from WordPress to Webflow, the development process also involved redefining URLs and implementing redirections. However, due to technical issues encountered in Webflow, we were unable to secure 100% of the original traffic from the old site. The traffic gradually returned after a few months.