The EarthScan website was created to establish a strong online presence for Mitiga Solutions’ climate resilience SaaS platform. The key challenges included the lack of an existing digital presence, a long sales cycle reliant on outbound cold calls, and the need for a central hub to showcase the product, answer user inquiries, and streamline access to the platform for both prospective and current customers.
As the sole graphic/web designer on the project, I took the lead in collaboration with the Product Designer and Marketing Manager. My responsibilities included creating the website’s information architecture, designing all visual components and assets, and ensuring maximum usability with high legibility and focus scores.
As the sole graphic/web designer on the project, I took the lead in collaboration with the Product Designer and Marketing Manager. My responsibilities included creating the website’s information architecture, designing all visual components and assets, and ensuring maximum usability with high legibility and focus scores.
Discovery Phase
The project began with weekly meetings between the Product Designer, Marketing Manager, and me to align on objectives and gather insights. Each team member conducted competitor research to identify gaps and opportunities. The analysis revealed that EarthScan had significantly more offerings than competitors, whose websites often lacked intuitive navigation and clear information, particularly around frequently updated climate laws.To address these gaps, we collaboratively defined key user and business goals for the website, answering questions such as “What is the user goal?” and “What information does the website need?” This process culminated in the creation of an initial information architecture, structured to present EarthScan’s unique value proposition while ensuring an optimal user experience.
Problem Definition
The website needed to overcome three primary challenges:
1. Establish Brand Presence:
Position EarthScan as a trusted leader in climate resilience technology.
2. Streamline User Experience:
Present detailed product information and research in a digestible, engaging format.
3. Optimize Sales Efficiency:
Reduce the sales cycle by providing users with direct access to trials and subscriptions.
1. Establish Brand Presence:
Position EarthScan as a trusted leader in climate resilience technology.
2. Streamline User Experience:
Present detailed product information and research in a digestible, engaging format.
3. Optimize Sales Efficiency:
Reduce the sales cycle by providing users with direct access to trials and subscriptions.
Design Process
Expanding on EarthScan’s established visual identity, I focused on creating a design that balanced environmental sustainability with technological innovation. Drawing inspiration from SaaS industry standards, I refined the design language to include a calming blue primary color for trust and stability, accented by yellow for vibrancy. Custom icons and soft gradient backgrounds were incorporated to enhance visual appeal and highlight key elements of the product.
To align team efforts, I used FigJam to collaboratively structure the website’s content, develop user flows, and create initial wireframes. The iterative process ensured that all user needs and business goals were met before progressing to high-fidelity wireframes and interactive prototypes in Figma.
The broader design system was extended to include the website, ensuring scalability and consistency across digital and print assets. Every component was designed to support future updates, from custom navigation bars to dynamic CTA sections. Working closely with Webflow developers, I ensured a seamless handoff from design to development while maintaining usability and accessibility standards.
Collaboration played a key role throughout the project. Input from the Marketing team and SEO specialists ensured that content and structure aligned with strategic objectives. Regular feedback loops streamlined decision-making and addressed challenges, such as tight deadlines and platform constraints.
To align team efforts, I used FigJam to collaboratively structure the website’s content, develop user flows, and create initial wireframes. The iterative process ensured that all user needs and business goals were met before progressing to high-fidelity wireframes and interactive prototypes in Figma.
The broader design system was extended to include the website, ensuring scalability and consistency across digital and print assets. Every component was designed to support future updates, from custom navigation bars to dynamic CTA sections. Working closely with Webflow developers, I ensured a seamless handoff from design to development while maintaining usability and accessibility standards.
Collaboration played a key role throughout the project. Input from the Marketing team and SEO specialists ensured that content and structure aligned with strategic objectives. Regular feedback loops streamlined decision-making and addressed challenges, such as tight deadlines and platform constraints.
Challenges and Solutions
The project faced several challenges, including tight deadlines, evolving requirements, and technical constraints from the Webflow platform. To address these, I implemented frequent team check-ins, used Figma for consolidated feedback, and prioritized actionable steps to stay on track. Collaborating closely with developers allowed us to adapt designs for Webflow’s capabilities without compromising the user experience.
Outcomes and Impact
The website successfully established EarthScan’s online presence, positioning it as a leader in climate resilience. While it was the first iteration, key outcomes included:
Improved Engagement:
Achieved an average session duration of 2 minutes, with plans to further optimize based on analytics.
Streamlined Sales Cycle:
Enabled trial access and subscriptions directly through the website, reducing reliance on outbound sales calls.
Positive Feedback:
Internal stakeholders praised the website’s role in improving user education and facilitating sales efforts.
Improved Engagement:
Achieved an average session duration of 2 minutes, with plans to further optimize based on analytics.
Streamlined Sales Cycle:
Enabled trial access and subscriptions directly through the website, reducing reliance on outbound sales calls.
Positive Feedback:
Internal stakeholders praised the website’s role in improving user education and facilitating sales efforts.
Reflection
This project underscored the importance of integrating user testing and analytics into the design process to refine engagement and usability. Collaboration with cross-functional teams was critical for addressing challenges and ensuring alignment with business objectives. Looking ahead, detailed analytics and user feedback will guide future iterations to further enhance the site’s performance.
