Deploy

Prior to starting on this task, the Deploy performance website was all over the place. The navigation menu had no structure or hierarchy and ultimately confusing for the end user.

In order to showcase my reasoning behind the changes I wanted to make, I setup a design schedule with the stakeholders which outlined the different stages of development. I also did some market research for the Deploy Sports customer base in order to plan how to best cater for all audiences.

Most of Deploy's repeat business comes from sports club around Australia, meaning more B2B than B2C. A lot of these clubs have elderly volunteers that struggle with technology, so a large focus of this build was accessibility. I had to make sure that all of my design decisions were made with accessibility in mind.
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Using too much colour for some customers can overwhelm them. Deploys brand guidelines uses mostly black and white so we decided to stick to these colours. The use of blue was used in tandem with text and graphics to highlight important information.

Having descriptive and informative page titles and headings, not only helped boost SEO, but also clears up any confusion for customers. This can help users with short term memory, low vision or difficulty reading text. They can not only see the titles and headings but also know the purpose of each section.

Website visitors form an opinion within seconds of accessing a website. In 94% of cases, that first impression is related to design. It was important to have the landing page have an engaging piece of product imagery. Highlighting the different range of products Deploy do across different sports immediately is key to show customers their different choice of options when it comes to teamwear.

Research shows that decision-making is an unconscious process. Emotions and feelings influence decisions, not just logic and reasoning. Highlighting social proof throughout the home page helps to develop trust with the customer. This principle links to the idea that people are more likely to take an action if they believe that others are also taking that action.

Using different colours for the buttons helps to guide users throughout the different product pages. The blue is a contrast to gold, the only other colour used on the website, and helps to grabs the customers attention.

Throughout the design journey I worked with the team at Deploy, consisting of company directors and SEO specialists. We wanted the Deploy website to not only be functional but also accessible.

On top of design choices, making sure the website loading quickly was a key focus and we worked with the SEO specialist to do this. Having image files as JPG with a small size helped boost page load times.

I helped Deploy with the UI design across their webpages across both the Deploy Football and Deploy Performance sites.