Substance Global

Marketing Website

Responsive Jamstack Marketing Agency Website With Lightweight and Intuitive Prismic Content Management System (CMS).

Summary

Antiblanks Were Approached by Substance Global To Help Them Redesign and Redevelop Their Existing Marketing Website.

The project had been given to another technical partner but the client was unhappy with the results. Antiblanks were hired to audit the partially complete website and make creative, User Experience & User Interface (UX/UI) and technical recommendations to enhance all aspects of the site.

Backstory

Both Parties Had a Longstanding Relationship via Their Directors Who Worked Together in the Past. Antiblanks Were Known by Substance Global To Be Trusted Experts in Web Design and Development.

Problem

The Website Needed To Communicate With Three Different Audience Groups: Potential Clients, Potential Partners and Potential Employees.

The website data needed to be pulled almost entirely from a CMS. The CMS needed to be lightweight and restricted to make content editing intuitive, quick and easy. It was felt that popular CMS systems such as Wordpress were confusing with unnecessary features and that the unlimited level of control presented a risk given it was too easy to break the website.

The website design needed to follow current UX/UI trends and remain true to the Substance Global brand which was young, fun and innovative. Aside from this, the website design needed to appear organic but be formulaic enough that it was easy for non-designer types to build aesthetically pleasing pages using the CMS.

Solution

1. Product Discovery

Antiblanks conducted product discovery sessions with stakeholders to understand the Substance Global brand, their competitors, their audience and their goals/objectives for the website product.

2. UX/Design Discovery & Delivery

Antiblanks completed creative exploration to uncover a variety of visual solutions used by other agencies to critique with the stakeholders and identify a design style for the website, and we completed UX/UI design exploration to uncover the latest website design trends. We used the output from the creative and UX/UI design discovery to create mood boards that we used to inform eventual high fidelity website page designs for both desktop and mobile versions of the site. Finally we used a modular design approach to create building blocks that compliment one another and could be used to create unlimited page layouts which appear bespoke and organic.

3. Technical Delivery

Antiblanks used a Jamstack architecture powered by Next.js to benefit from faster performance, higher security and cheaper scalability. The decoupled nature of a Jamstack architecture, coupled with React Storybook allowed us to work on site components simultaneously and evaluate these in isolation which sped the overall delivery. We used Prismic for the Content Management System (CMS) which allowed us to create custom types for each of the rigid page structures and define slices that were tied to each of our module designs which content creators could use to construct dynamic content layouts which were output onto the site pages. Finally we used Framer motion to deliver slick animations and transitions throughout the site to make the site UI feel ultra-modern.

The Outcome

Performing Product Discovery Along With Competitor Analysis Helped Us To Create a Succinct Information Architecture Which Would Promote Relevant Content to Each of the Target Audience Groups, and Conducting a Wealth of Creative and UX/UI Design Exploration Allowed Us To Deliver an Outstanding and Eye-Catching Website Design That Was on Point With Current UX/UI Trends and Which Captured the Personality of the Substance Global Brand.

The stakeholders at Substance Global appraised the website design, the user experience, and the performance of the site and made the claim that “It is the best website we’ve ever had”.

Outstanding On-Trend User Experience & Design

Lightning Fast Page Load Times

Decreased Bounce Rates

Increased User Sessions

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