We started the project by conducting multiple rounds of internal management feedback audits. Using this data, we developed comprehensive personas and customer journeys allowing us to better understand Antrams customers: who they are, their needs, their pain points, as well as, what drives and motivates them and how they make decisions.

We also performed an extensive UX audit on the website before beginning the redesign to study various behavioural patterns and learn from previous successes and failures. This gave us a good idea of what Antrams customers actually wanted, both from qualitative and quantitative research.

We also created and finetuned relatable taglines and used custom photography to build trust and confidence. We applied colour psychology to deepen the connection on a subconscious level. We made many revisions to taglines, images, and colours as a result of user testing.