Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Assessment: Website Performance Assessment

Start the Assessment
... Inbound Marketing HubSpot
Close
website performance assessment start

Free Assessment:

Website Performance Assessment
Start the Assessment
Website Performance Assessment
Free Website Course
View Website Performance Assessment
website performance assessment start

Free Assessment:

Does your website build trust with buyers and bring in revenue?

Take this free 10 question assessment and learn how your website can start living up to its potential.

How Lexicon Relocation Delighted Customers and Employees Through Design

By Derrick Weiss

Derrick Weiss also recommends this free website performance assessment.

How Lexicon Relocation Delighted Customers and Employees Through Design

lexicon-relocation-featured.jpg2015 was a big year for Lexicon Relocation, an IMPACT client.

From international acquisitions to new leadership to over a half dozen of the most well-researched, useful whitepapers focused on global mobility we’ve ever seen, it was very important that our design team captured the success of the year in a very unique format that would be well received worldwide.

Free Assessment: Website Performance Assessment

The Goal & Challenges of the “Year in Relocation”

The goal of Lexicon Relocation’s 2015 Year in Relocation was to create an engaging, visually-appealing recap of the company’s success and achievements in 2015.

I won’t list them out here since you can check out the page; but trust me, they're impressive! 

In previous years, the year in review/relocation was either an interactive viewport on a page, or a basic PDF. The former was cluttered and not user-friendly and the latter did not fully capture the necessary elegance. 

There wasn’t a clear reason for a site visitor, including employees, to want to view the information, so it presented quite a challenge. 

It’s important for Lexicon prospects and employees to understand how the company performed over the last year, and see areas of improvement as well as those that performed well (and should continue to).

How We Overcame These Challenges Through Design

As a standalone PDF, the 2013 Year in Review design did a great job of illustrating the entire year’s successes. However, it was not interactive, and did not give the user a reason to visit the Lexicon website.

While major improvements were made on the 2014 Year in Relocation design from 2013, the medium used to house the Year in Review was not friendly to all browsers and users.

The 2015 Year in Relocation design was built around overcoming these challenges, which led to a clean, interactive, and captivating design that links to some of the most important assets on the Lexicon Relocation website.

Lexicon-Relocation.gif


We transformed the content into an engaging design that constantly draws the eye to the next item, using visual cues like linear movement or downward arrows.

Keeping the user engaged with small animations helps keep their interest and leaves them wondering, “what’s going to happen next?”

Screen Shot 2016-03-30 at 3.36.56 PM.png

We gave context to the content by counting numbers up to the final dollar value or percentage, sliding in visuals from both sides of the page, and adding external links as often as possible. Because of this, users have an easier time digesting the information, and Lexicon Relocation gained new blog subscribers from the form three-quarters of the way down the page.

The color palette we chose was very important as well, as Lexicon has a wide range of colors, but predominantly uses their brand’s yellow and blue.

A major objective was including all of the colors, to help push the brand elements to the forefront. By pulling in more of their expanded palette, it also helped create the bright, celebratory environment we were crafting.

Here’s an example that doubles down on blue, but brings in a loving fuschia to give context to a single line of copy:



We wanted to make the supporting imagery playful, but still professional. This ultimately led us to using vector illustrations with round approachable edges that were clean and simple to keep it from being seen as too childish.

Using the content provided by Lexicon as a road map, we were able to segment the critical pieces into visually distinct sections, while highlighting the most important stats through visual hierarchy and use of whitespace.

With all of these effects, our major concern was page load speed -- a lot of flashy animations can bog your browser down, ruin your experience on the page, and make you close the page before even reading the content.

To combat that, we focused on finding javascript snippets that would provide maximum value without reducing the page’s performance. We also implemented an optimized script for waypoints to minimize load time and dependence on other external libraries.

Everything on the page loads once per session - you won’t see the transitions and animations again when scrolling back up after being at the bottom. Go ahead, try it!

Why This Design Was Successful

Since this wasn’t a lead generating page, there was no “hard” metric for success, but from executive level to client-facing employees at Lexicon, the Year in Relocation was loved for its engaging design and smooth layout of the year’s achievements.

With the design also incorporating a handful of useful assets developed over the past year, including a calculator, multiple whitepapers, and links to the blog, we had also hoped to boost social media engagement and blog subscribers. 

By including these elements in a well-thought out layout and simply using the blog’s value and statistics as the focal point, we were able to generate 10 new blog subscribers, without an overarching promotion, or download offer.

Everyone at Lexicon Relocation as well as the team here at IMPACT is incredibly proud of the project - and we're excited to see what the judges at HubSpot decide!

Check out this page if you want to learn more about the HubSpot Impact Awards (really, the name is a coincidence). Last year, we won Website Design of the Year for our client, Grapple; and COS Innovators of the Year as an agency.

Best of luck to everyone entering for this round of awards!

website performance assessment start

Free Assessment:

Website Performance Assessment
Start the Assessment
website performance assessment start
website performance assessment start

Free Assessment:

Website Performance Assessment

Does your website build trust with buyers and bring in revenue?

Take this free 10 question assessment and learn how your website can start living up to its potential.

Topics:

HubSpot
Web Design
Published on March 31, 2016

Recent Articles

HubSpot Pricing: Your Guide to Everything HubSpot Costs for 2022
April 29, 2022 • 13 min read
4 Keys To An Effective HubSpot Strategy in 2022
April 22, 2022 • 6 min read
Using They Ask, You Answer in Customer Service
April 1, 2022 • 5 min read
Is The HubSpot Free CRM Actually Free?
February 18, 2022 • 6 min read
Ultimate List of HubSpot Pros and Cons
January 8, 2022 • 20 min read
How To Optimize Your Marketing Automation Workflows With HubSpot (Tips)
November 12, 2021 • 11 min read
Top 13 Inbound Marketing & HubSpot Solutions Partner Program Agencies for 2022
October 29, 2021 • 8 min read
HubSpot Sales Hub: 18 Things Every Sales Rep Should Know How to Do (+ Videos)
October 28, 2021 • 5 min read
INBOUND 2021 Recap: Takeaways, Speakers, and Lessons Learned
October 25, 2021 • 7 min read
Need a HubSpot Admin? Here’s How to Find and Hire the Right Candidate
October 22, 2021 • 5 min read
How to Get Sales Reps to Use the HubSpot CRM
October 18, 2021 • 4 min read
HubSpot and Data Privacy: How to Collect Contacts the Right Way
October 4, 2021 • 4 min read
INBOUND is Fast Approaching, Google Leads are Syncing, and Workflow Actions are Placeholding [Hubcast 275]
September 23, 2021 • 4 min read
How to Know When You’ve Outgrown HubSpot Sales Hub Starter
September 23, 2021 • 4 min read
How to Get the Most Out of Your 2-Week HubSpot Free Trial
September 13, 2021 • 5 min read
CMS Hub Starter, business unit add-on, and Stephanie does email validation on a giant database [Hubcast ep. 274]
August 27, 2021 • 3 min read
How much HubSpot do I need?
August 17, 2021 • 4 min read
New HubSpot CMS Hub Starter Tier Released for Growing Businesses
August 6, 2021 • 4 min read
HubSpot CRM review (updated for 2022)
July 27, 2021 • 8 min read
5 HubSpot Sales Hub Tips for Assignment Selling
July 23, 2021 • 7 min read
Custom email nurture reporting, a map hack, and are pop-up forms a thing of the past? [Hubcast 273]
July 22, 2021 • 3 min read
Get your sales team using your CRM platform in 5 easy steps
July 13, 2021 • 6 min read
HubSpot vs. ActiveCampaign: a head-to-head comparison
July 13, 2021 • 5 min read
Close rate reports, custom surveys, and Apple Mail ruining everything for email marketers [Hubcast 272]
June 24, 2021 • 3 min read
Track These 4 Inbound Marketing Metrics to Evaluate Your Progress
June 15, 2021 • 5 min read