UNUM Website Redesign

Timeline

May 24, 2021 — June 10, 2021

My Role

Web Designer, Visual Designer, Communication with Stakeholders and Developers

Team

Dillon Morgan – CEO James Bali – 3D Visual Designer Tara Purswani – Copywriter Flow Ninja – Web Development

Project Type

Web Design, Visuals

Background

Since 2015, UNUM has gained 15 millions users in over 190 countries. It has helped many creators curate Instagram feeds for what their passions are. Since 2021, UNUM’s goal has been to support it’s users in every aspect of the storytelling experience: branding, content, curation, collaboration, publishing, cloud storage, integration, and analytics.

As the only designer, I collaborated with another 3D visual designer, the copywriter and developers to create responsive web designs. I organized the materials I could use from Marketing and Product, and delivered the final production designs to the developers promptly.

Goals

UNUM began as an Instagram planning tool, but its future direction is to become an all-in-one social media management tool. Our goal for the website redesign was to create a fresh look for UNUM in order to show that UNUM has become more innovative and powerful to help creators and businesses to build their brands.

Rebrand and reposition of UNUM

Create a visual rebranding that makes UNUM stands out. It should give the visitors of UNUM website the impression that UNUM is an all-in-one tool for social media management.

Optimize UNUM’s blog

Improve UNUM’s blog “StoryTimes” in SEO and categorization. Make the articles more shareable.

Increase conversion rate of Pricing page

Create a pricing page that’s easy to understand with strong CTAs to drive conversions.

Problems

Before diving into the design, I studied the existing website at the time. I really liked the aesthetics of the photography, which represented the creative people that UNUM targeted. However, there were some problems that I discovered:

Old website screenshots

Hard to read

The copy is too small to read. The long details make people not want to read. Based on the article from NN Group: How Users Read on the Web, 79% of people like to scan the page and pick out keywords and sentences.

CTA style not prominent

The call to action buttons are not prominent. There are too many options which make users need to think for awhile before they decide to click on one.

Out-dated information

There were many examples of information that needed to be updated on the website. For example, the Download App page only showed the iOS App option, despite the fact that UNUM has created services for other platforms like Android and web.

Challenges

There were 3 weeks given from the start of the project to the delivery of the designs. As the only web designer, I needed to not only design the layout and components for the website, but also create engaging visuals. The challenges I faced included:

Designing while waiting for copy to be done

Content is king when it comes to design, however, there was little copywriting provided in the beginning. I needed to either make the design work for the copy or make the copy work for the design. This required constant decision making while refining the content into a layout that was more digestible.

Selecting photos that fit the brand

The photos that were used in the design needed to be aligned with UNUM’s branding and appealing to our users. I needed to find the right ones from platforms like Pexels and Unsplash, through trial and error, replacing the photos often.

Prioritizing tasks to ensure smooth handoffs

With a short timeline, I needed to decide what was more necessary to design for the developers to implement. For example, the menu and footer were going to be used throughout the whole website. These needed to be completed before all the details on every page.

Site map

The Copy Team used Octopus to create a site map and update the copy. It was very helpful for me because I didn’t need to create the information architecture from scratch, and this sped up the progress.

Site map in Octopus

Final design

Ultimately, there were a style guide, 13 open graph images, 30 pages of web and mobile designs and 30+ reusable components delivered to the development team.

Homepage

Go to unum.la

Homepage design after

Header Design

Pricing page

The pricing page should be appealing and trustworthy because it can attract potential sign-ups. The Pricing button in the menu shows a high click rate based on the heatmap from Hotjar.

UNUM Blog — StoryTime

Style Guide

Open Graph Images

Some open graph images for shared link thumbnails

and more screens

Results & Reflections

After this project, I learned how to maintain a consistent brand image while designing visuals and conveying the messaging of the marketing copy. There were many timely communications involved among the team to make sure the content and design fulfill the requirements. I created an entire website design that contains over 20+ pages, and delivered a style guide and open graph images to the development team in 4 weeks.

The web development agency liked the designs, and it was easy for them to understand the design handoff files. The UNUM team also loved how it turned out when the new site was launched. A few months after the new site was launched, the number of visits to the website grew from 40K to 70K per month. The number of unique visits was raised from 10K to 30K.

Background

Since 2015, UNUM has gained 15 millions users in over 190 countries. It has helped many creators curate Instagram feeds for what their passions are. Since 2021, UNUM’s goal has been to support it’s users in every aspect of the storytelling experience: branding, content, curation, collaboration, publishing, cloud storage, integration, and analytics.

As the only designer, I collaborated with another 3D visual designer, the copywriter and developers to create responsive web designs. I organized the materials I could use from Marketing and Product, and delivered the final production designs to the developers promptly.

Goals

UNUM began as an Instagram planning tool, but its future direction is to become an all-in-one social media management tool. Our goal for the website redesign was to create a fresh look for UNUM in order to show that UNUM has become more innovative and powerful to help creators and businesses to build their brands.

Rebrand and reposition of UNUM

Create a visual rebranding that makes UNUM stands out. It should give the visitors of UNUM website the impression that UNUM is an all-in-one tool for social media management.

Optimize UNUM’s blog

Improve UNUM’s blog “StoryTimes” in SEO and categorization. Make the articles more shareable.

Increase conversion rate of Pricing page

Create a pricing page that’s easy to understand with strong CTAs to drive conversions.

Problems

Before diving into the design, I studied the existing website at the time. I really liked the aesthetics of the photography, which represented the creative people that UNUM targeted. However, there were some problems that I discovered:

Old website screenshots

Hard to read

The copy is too small to read. The long details make people not want to read. Based on the article from NN Group: How Users Read on the Web, 79% of people like to scan the page and pick out keywords and sentences.

CTA style not prominent

The call to action buttons are not prominent. There are too many options which make users need to think for awhile before they decide to click on one.

Out-dated information

There were many examples of information that needed to be updated on the website. For example, the Download App page only showed the iOS App option, despite the fact that UNUM has created services for other platforms like Android and web.

Challenges

There were 3 weeks given from the start of the project to the delivery of the designs. As the only web designer, I needed to not only design the layout and components for the website, but also create engaging visuals. The challenges I faced included:

Designing while waiting for copy to be done

Content is king when it comes to design, however, there was little copywriting provided in the beginning. I needed to either make the design work for the copy or make the copy work for the design. This required constant decision making while refining the content into a layout that was more digestible.

Selecting photos that fit the brand

The photos that were used in the design needed to be aligned with UNUM’s branding and appealing to our users. I needed to find the right ones from platforms like Pexels and Unsplash, through trial and error, replacing the photos often.

Prioritizing tasks to ensure smooth handoffs

With a short timeline, I needed to decide what was more necessary to design for the developers to implement. For example, the menu and footer were going to be used throughout the whole website. These needed to be completed before all the details on every page.

Site map

The Copy Team used Octopus to create a site map and update the copy. It was very helpful for me because I didn’t need to create the information architecture from scratch, and this sped up the progress.

Site map in Octopus

Final design

Ultimately, there were a style guide, 13 open graph images, 30 pages of web and mobile designs and 30+ reusable components delivered to the development team.

Homepage

Go to unum.la

Homepage design after

Header Design

Pricing page

The pricing page should be appealing and trustworthy because it can attract potential sign-ups. The Pricing button in the menu shows a high click rate based on the heatmap from Hotjar.

UNUM Blog — StoryTime

Style Guide

Open Graph Images

Some open graph images for shared link thumbnails

and more screens

Results & Reflections

After this project, I learned how to maintain a consistent brand image while designing visuals and conveying the messaging of the marketing copy. There were many timely communications involved among the team to make sure the content and design fulfill the requirements. I created an entire website design that contains over 20+ pages, and delivered a style guide and open graph images to the development team in 4 weeks.

The web development agency liked the designs, and it was easy for them to understand the design handoff files. The UNUM team also loved how it turned out when the new site was launched. A few months after the new site was launched, the number of visits to the website grew from 40K to 70K per month. The number of unique visits was raised from 10K to 30K.