NAME
Bookkeep.com Website Redesign
ROLES
UX Design
UI Design Brand Refresh
DATE
July 2022
OVERVIEW
Bookkeep is an accounting automation platform for accounting firms. It's a holistic solution to keep track of ecommerce sales and payments to your accounting system, while also reconciling them to your bank deposits.
TOOLS USED
Adobe Xd. Trello. Canva. Adobe Illustrator.
THE PROBLEM
Bookkeep was growing – with growth came new clients and new target audiences. The client’s old website wasn’t delivering the message they desired. It also didn’t accurately reflect their target audience and buyer personas.
They needed their website to be able to deliver the information about their product in a simple, personal and concise manner.
MY ROLE
I was in charge of leading the design of the website on the agency side. I worked closely with the VP of Operations at Bookkeep to establish the initial visual direction and translate all their ideas into page layouts.
USER RESEARCH & PERSONAS
Most of the research into the user personas and target demographic had already been conducted before I was hired to work on this project.
Below are some screenshots highlighting the core demographic they serve, their needs and pain points.
VISUAL DIRECTION & BRAND REALIGNMENT
The VP of Operations at Bookkeep wanted to Realign the brand to focus on imagery highlighting happy people and simple content. They wanted to focus on making Blue the predominant color and not orange (which was the primary color of their old website).
Below I’ve highlighted some of early visual direction exploration slides that I created for this project. The team at Bookkeep was fond of the geometric shapes, dots and grid-type elements mashed with the imagery of happy people. It provided a good balance between smiling faces and geometric shapes which they were hoping to achieve.
CUSTOM INFOGRAPHIC
As part of this project I was in charge of updating existing graphics on the website to match our new aesthetic along with the simpler language.
Because they wanted to keep the language and text content minimal, I advised that we incorporate additional details explaining the process through tooltips that provided the user with more details when hovered over. You can check out the infographic here.
HIGH FIDELITY MOCKUPS
Below are some of the many mockups that I created for Phase 1 of the Bookkeep website redesign process.
Finished Product : Visit Website
IMPACT
Since the redesigned website's launch in late 2022 there's been a ~20% decrease in the bounce rate. Our new website design along with our SEO strategy has also helped Bookkeep achieve a significant boost in their keyword rankings.