When I started redesigning the website for a local fencing company, my goal was clear: to breathe new life into their online presence. It wasn’t just about making the site more user-friendly; it was about refining their branding to reflect the quality of their work. I wanted potential customers to not only see what they do but to feel confident in reaching out. Through a fresh design, intuitive navigation, and a modern brand look, I helped transform their website into a space that truly connects with users and drives engagement.
Project Type
UX/UI, web design, branding
Team
Developer - Andrew Gabra
My role
Lead designer
Timeline
June 2024 - September 2024
The project began with a clear objective: Pilgrim Fence Co. needed a modern website that not only showcased their range of fencing services but also refined their brand identity. After meeting with the business owner to discuss goals and expectations, it became clear that their current site didn’t align with the quality of their work. The redesign had to improve both functionality and user experience, while also making it easier for potential clients to get in touch.
Through a user-focused design process, I delivered a modern, intuitive website that streamlined navigation, enhanced branding, and simplified the customer journey from exploring services to requesting quotes.
I started by performing a heuristic evaluation of the company’s current website to understand any immediate usability issues. The site was functional but lacked the intuitive flow and modern branding that could truly elevate the business. To dig deeper, I also conducted usability tests of the current site, sitting down with real users to observe how they interacted with it. This revealed key pain points, from confusing navigation to an outdated look.
To make sure we created something truly unique, I moved on to conducting a competitive analysis of Pilgrim Fence Co's direct competitors. I explored two other successful local fencing companies and how they presented their services and branding online. This gave me insights into what was working, where gaps existed, and how we could differentiate Pilgrim Fence Co. This research ultimately confirmed many of the insights I learned during usability testing.
Armed with insights from testing, I developed personas to represent the typical users of the site—homeowners and real estate investors looking for fencing services. From there, I was able to hone in on a specific problem our target users are facing to help propel me towards an effective solution.
With a clear problem statement and user needs in mind, I began sketching initial concepts for the new site layout. These early sketches helped visualize how the design could flow and how users would interact with key elements like service options and contact forms. As I moved to low-fidelity wireframes, I started refining the structure and navigation.
At the same time, I focused on crafting a fresh visual identity. I created a moodboard that captured Pilgrim Fence Co.’s core values—strength, reliability, and craftsmanship. This guided the new color palette, typography, and overall look and feel. With the branding foundation set, I incorporated these elements into the wireframes, ensuring a cohesive design that aligned with the company’s values. Finally, I developed a UI component library to maintain consistency across the entire site.
With the branding and structure in place, I moved on to creating a component library and high-fidelity wireframes. Here, I combined the clean, modern design with the intuitive layout I had refined through earlier steps. The new design emphasized key services, clear calls-to-action, and an easy way for users to get in touch.
Before finalizing the design, I conducted usability testing on the new prototype. Users responded positively to the improved navigation and refreshed branding, finding it much easier to explore services and request quotes. However, testing also highlighted a few pain points, particularly around the “How It Works” page and the lack of accessible contact information. To address these issues, I took steps to refine these elements, ensuring users have a seamless path to connect with Pilgrim Fence Co.
With insights from the final round of testing, I polished the prototype, ensuring it aligned with both user needs and the company’s goals. The final result was a modern, user-friendly website that showcased Pilgrim Fence Co.’s services while elevating their branding and making it easier for clients to connect.
This project was more than a website redesign—it was a complete transformation of how Pilgrim Fence Co. connects with their clients online. Through thoughtful UX design, branding, and iterative testing, I created a site that not only looks great but works seamlessly for the user. I'm looking forward to the next step of handing off my design to a developer!
Looking back, one thing I wish I had done differently was establish a clear timeline with Pilgrim Fence Co. before diving into the design process. Having set deadlines and milestones would have helped streamline communication and kept both the client and myself aligned on expectations, ensuring a smoother workflow from start to finish.
One of the biggest takeaways from this project was the challenge of establishing clear and consistent communication with my client, Pilgrim Fence Co. Understanding their vision and expectations was crucial, but translating that into an effective design required ongoing collaboration. This project taught me the importance of maintaining open dialogue throughout the process to ensure that both the client’s goals and the needs of the end-users were met seamlessly.
