The Problem

Solution

Process

To kickstart the project, I engaged in collaborative discussions with the Sierra Advisory Group team to ascertain their preferences for key design elements such as typography, color scheme, and overall design aesthetics. Given that it was their first website, initial requirements were not entirely clear. However, through insightful conversations and their identification of competitors with desired design styles, we gained valuable insights. Studying these competitor websites served as a foundation for creating low-fidelity sketches, allowing me to visually articulate potential design directions that aligned with Sierra Advisory Group's goals and preferences.

Following the development of the low-fidelity sketches, it was time to gather feedback and define content priorities with the Sierra Advisory Group team. They emphasized the importance of integrating two call-to-action buttons in the hero image, as opposed to below, and also mentioned the inclusion of illustrations provided by their graphic design team. Additionally, they requested further research to determine the typography used by their competitors and to incorporate a similar font choice. After conducting my research, 'Poppins' emerged as the font of choice, with its clean, modern aesthetic aligning seamlessly with the observed typography trends among competitors.

After incorporating the illustrations, new font family, and refining the placement of the primary call-to-actions, I presented the updated design to the Sierra Advisory Group team. While they appreciated the overall design, they expressed a preference for exploring alternative font choices, finding 'Poppins' too bubbly and rounded. After further research, I discovered 'Genera Grotesk,' a font similar to 'Poppins' but with a less rounded and bubbly appearance.

After refining the typography in my design, I connected with the Sierra Advisory Group team to discuss any additional requests or modifications they might have. They expressed great satisfaction with the final result and promptly handed over the design to their web developer to initiate the development process. Despite how short this homepage design project was, collaborating with the Sierra Advisory Group team was a delightful experience, as we collectively crafted a design that is both simple and visually appealing while ensuring an intuitive user experience for their website.