Haley & Aldrich

Website redesign for global environmental consulting firm
2020 / Designer

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Haley & Aldrich is a global environmental and engineering consulting company, serving clients in diverse markets including manufacturing, mining, real estate development, higher education, energy, and transportation. They approached us for a website redesign in late 2018 to execute a website redesign, focused on: Improved UX + navigation, optimized content, site performance, responsive design, and a CMS their marketing team could easily update.

My role on this project was Designer. I created a comprehensive set of wireframes which establish page hierarchy, information architecture, and general functionality. I then developed 3 unique homepage design concepts for H&A to choose from. Once they selected the direction they liked, I built out the remaining pages and prepared them for handoff to development.

results

A+

overall Google Lighthouse score

93%

Google performance score

65%

decrease in bounce rate

User experience

Haley & Aldrich is a large company, with a wide variety of markets served and services provided. The goal of our UX phase was to establish an intuitive navigation and natural information architecture which would empower users to self-segment and discover Haley & Aldrich’s key differentiators within their industry or by their unique need. Job seekers were also a considerable audience for Haley & Aldrich, so the careers and culture pages are prominently featured in the main navigation and throughout the site.

Design

Haley & Aldrich did not have a well-established visual identity prior to this project, which was both a challenge, and a blessing. We did not have historical design assets to pull from, but we were given a lot of freedom to explore 3 unique homepage concepts for this project. The visual direction that was chosen focused heavily on the use of photography. The sheer variety of interesting markets and services that Haley & Aldrich operates within allowed us to utilize beautiful photography to bring their previously limited color palette to life.

Result

The final website was launched in 2019 to an ecstatic client. Finally, Haley & Aldrich has a fully optimized, modern, responsive website which can act as an automatic lead generation machine. The updated content, information hierarchy and navigational experience provided users with the ability to self-segment to find the information which they value, as well as garnered the long sought after organic search traffic H&A has been wanting.

A+

overall Google Lighthouse score

93%

Google performance score

65%

decrease in bounce rate