Portfolio / web / Pescado

free trial email design


UX enhancements and creative support

Pescado provides award-winning business telecoms solutions and IT services for small, medium and large enterprise businesses throughout the UK.

I was tasked with redeveloping their current WordPress website in order to expand their online reach and improve conversion. Their old site failed to represent who they were, it was dated and the journey was unclear.

The initial objective was to establish a collaborative working relationship with Pescado's various stakeholders and teams. To provide strategic guidance to help support business objectives and to improve both the UX and UI of their website and digital channels.

My main contribution was in brand messaging, strategic UX and creative direction. The initial steps involved a variety of UX workshops with Pescado's department heads in order to ascertain the various functions of the business. The end goal was to gain a thorough understanding of each department and it's processes in order to align these with current and ongoing customer requirements.

Coordinating closely with various stakeholders I developed a series of user personas/requirements which aligned with design and copy content that was adopted across all the product and service propositions. As such, this understanding allowed me to portray the content and offering in specific ways - paving the way for and poising and priming the website to make sales. With this, I infused the likes of the services, products and FAQ section with a genuine sense of gravitas and connection. By aligning these areas with the target audience and their level of knowledge and pain points the design became a series of logical steps that visitors naturally respond to and convert into customers.

The final solution included a streamlined navigation and obvious calls to action. Clutter was removed, structure was simplified and Pescados' online presence was elevated to a position far above that of their competitors. I did to the site what Pescado do to the cloud - simplified it, made it accessible and presented it to the end user in a slick and coherent fashion.