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From the brand to the website: About the relaunch of the iSYS digital presence
Hello Sebastian, Sven, Robert and Sebastian. Nice of you to take the time to talk about the new iSYS website. To start with, a question about the process: How was the transfer from the rebranding to the new website implemented?
Sven Lützen: The relaunch of the website took place in a structured three-stage process. Firstly, we developed the page and content structure, which was based on the strategic objectives from the initial brand workshop. This also included a sitemap and wireframes. The second step was the interface design, based on the new brand guidelines. This was followed by development, content development and content maintenance. The kick-off workshop for the website included target group and persona analyses, competition analyses, best practice examples and an intensive exchange with colleagues from iSYS.
What was the main focus during the realisation of the new website?
Sebastian Hauser: For me, it was important to create a clear and credible transfer from the brand essence to the website. The minimalism and clear message of our brand should also be reflected on the website. The site had to be structured in such a way that visitors could find exactly what they were looking for at any time. The presentation of our comprehensive service portfolio in particular was a challenge that I think we mastered very well. After all, clearly communicating their specialisation is a competitive requirement for management consultancies.
Sven Lützen: Our focus was on transferring the new brand positioning to the digital presence. The motto ‘Human technology’ stands for the synthesis of human needs and advanced technology. The usability, design and content were designed according to the needs of the target groups.
‘It was important to us that employees could identify with the new website and that there was visual clarity.’
Robert Fischer · Art Director Senior Brand Consultant
How did you ensure a successful user experience?
Robert Fischer: We carried out a best practice analysis, developed the information architecture and created buyer personas. These foundations helped us to design a clear, intuitive and target group-orientated website.
What was important to you personally when designing and realising the website?
Sebastian Hauser: It was important to us to present ourselves as an ‘approachable’ company. That’s why we provide many insights into our corporate culture, for example through our ‘Meet The Team’ series. This series shows potential new employees who they can work with – and customers who they will be realising their projects with.
Robert Fischer: Another important goal was the recognisability of the iSYS brand. It was important to us that employees could identify with the new website and that there was visual clarity.
What role did a user-friendly UI/UX design play in the project?
Sarah Bracker: A user-friendly UI/UX design was of central importance to us, as it had to visually and functionally emphasise the iSYS claim ‘Technology for the People’. Our goal was to create a user-friendly and intuitive experience that puts people at the centre. In line with the philosophy of user-centred design, we worked closely with iSYS’ target groups to understand their needs and expectations. These insights flowed directly into the design of the user interface. We focussed on clear structures, simple navigation and an appealing visual language that is not only aesthetically pleasing but also functional. The result is a website that guides the user through the entire visit, ensuring that interactions are smooth and efficient. In this way, we were able to successfully translate iSYS’ promise of making technology accessible and human into UI/UX design.
The content creation process sounds challenging. What were the biggest challenges?
Sebastian Hauser: The biggest challenge was definitely creating the content. We didn’t take any content from the old website and rewrote all the texts. That was a demanding process, as we had to formulate a lot of content for the first time. But in collaboration with Visionaere, we created high-quality content. The constant dialogue with the agency was particularly helpful here, as it helped us to define our service portfolio more precisely.
Sven Lützen: Another important aspect was the definition of a standardised corporate language and the determination of the text tonality. The basis for the texts was created at iSYS and then refined and creatively optimised by us.
What technical optimisations have been made to improve the performance of the website?
Sebastian Gottschalk: We used Timber to separate logic and presentation, which enables cleaner and more maintainable code. We also use Twig templates to reduce the server load through faster template processing. Other measures included SCSS compression and JavaScript optimisation with Webpack. The backend content input was also improved with user-friendly customisations and enhancements, including user-defined blocks and fields.
Thank you very much for your time and the exciting insights!