Goals

1. Aligning the Brand with Decibel's Vision: Creating a visual identity that represents Decibel's technological leadership in sound measurement technology.

2. Improving User Experience: Simplifying navigation, making content structure more apparent, and adding more functionality.

3. Growing Engagement: Overhauling key areas like product pages and the resource center to create more engaging experiences.

4. Maximizing Measurable Results: Improving time on site, lowering bounce rates, and increasing user satisfaction.

Problem Statement

Decibel's old website and brand identity were not conveying the company's state-of-the-art technology or setting it apart from competitors. The user experience was fragmented, navigation was clunky, and visual identity was incoherent.

Key challenges:

1. Outdated brand aesthetic: The previous visual identity failed to convey Decibel's innovative approach, impacting brand perception and credibility.

2. Poor site navigation and information architecture: Users struggled to find essential product information, leading to frustration and higher bounce rates.

3. Lack of visual hierarchy and user flow clarity: Inconsistent design patterns made it difficult for users to prioritize content, slowing down their decision-making process.

4. Limited brand differentiation: The website did not effectively communicate Decibel's unique value propositions, making it harder to stand out in a competitive market.

Brand Development

Our brand redesign focused on creating a modern and cohesive identity that reflects Decibel's expertise and forward-thinking nature.

The brand identity is built around two core archetypes: The Magician and The Lover. The Magician archetype leads, innovates, and transforms, while the Lover archetype understands, relates, and connects. Combining these archetypes, we defined Decibel's personality in a space crowded by vendors saying the same thing. This unique perspective allowed us to differentiate and provide a new outlook—transforming the analytics experience into one that empathizes with customers as people.

Outcome & Impact
The new Decibel site came out well, offering:

• 35% hike in time on page averaged, attributed to more intuitive look-and-feel and engaging content organization

• 20% reduction in the bounce rate with simpler navigation and bigger CTAs

• Consistent brand experience across all touchpoints through the implementation of a comprehensive component-based design system

• Positive feedback from stakeholders regarding the appearance, functionality, and usability of the site, which reflects the successful integration of business objectives with user needs

Key takeaways:

• Early user involvement leads to more informed design decisions

• Design systems based on components promote better scalability and maintainability

• Test and design iteration yields more user-centered outcomes

Tools Used
Figma, Adobe Illustrator, Google Analytics, Wordpress

Competitive Analysis