An expansive web redesign for a expanding national firm

The challenge

BPM’s existing website delivered a user experience that was more about than the firm than the user.  The design and content did not accurately convey the company’s innovative service model, award-winning culture, or its rapid national and international expansion.

The navigation was cumbersome, the layout felt cluttered, the back end was the opposite of internal user friendly, and the overall experience fell short of modern accessibility and readability standards. This created a barrier for external users, preventing them from easily discovering the full scope of BPM’s offerings and expertise. Our task was to dismantle these obstacles and construct a digital environment that was as intelligent, efficient and welcoming as the firm is caring for clients.  At the same time, we were engaged to deliver more flexibility to internal users of the site as their digital campaigns and services evolve.

Our approach

We began our work with a comprehensive audit of the existing BPM site, meticulously mapping internal and external user flows and identifying key areas of friction.

This analysis served as the bedrock of our user-centric strategy, allowing us to build a new information architecture from the ground up. We then developed a clean, minimalist design language, using a refined colour palette, and clear, modern typography to enhance readability. Every element was carefully considered to create a sense of order and purpose, reflecting BPM’s core values.  One of the simple external user-friendly courtesies was the addition of “who we serve” to the main navigation with drop downs that allow clients to access content and pages aligned with their type of business and need.  For instance, a visitor can choose pages dedicated fully to public companies or startups or high net worth individuals.  Another example is the addition of solutions centers that are organized around client challenges like going public, selling the business or transforming an HR strategy.

Key deliverables

• A complete overhaul of the user experience and interface for improved usability.
• A simplified site structure to make content discovery effortless.
• A site built to meet modern accessibility standards for a wider audience.
• A responsive framework that ensures a consistent experience on any device.
• A customized approach to imagery, graphic information delivery, and iconography along with an extensive library of images, icons and new graphics.
• Modular designs with maximum flexibility for page building, on page information delivery and campaigning.
• A streamlined, visually appealing thought leadership/resource center.
• New ways to leverage the firm’s existing brand identity and logo mark throughout the design and pages.

The results

The redesigned BPM website now stands as a clear reflection of the brand’s identity: precise, professional, and purpose-driven. User engagement has seen a significant boost, with a marked increase in time on site and more successful navigation to key service pages. The improved readability and accessible design have made the site more welcoming to a broader audience, solidifying BPM’s position as a forward-thinking leader in its field.