Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
HubSpot

How Lexicon Relocation Delighted Customers and Employees Through Design

By Derrick Weiss

How Lexicon Relocation Delighted Customers and Employees Through Design Blog Feature

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.

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!

Topics:

HubSpot
Website Design
Published on March 31, 2016

Recent Articles

INBOUND 2021 Recap: Takeaways, Speakers, and Lessons Learned

By John Becker on October 25, 2021
7 min read

Need a HubSpot Specialist? Here’s How to Find and Hire the Right Candidate

By John Becker on October 22, 2021
5 min read

How to Get Sales Reps to Use the HubSpot CRM

By Kimberly Marshall on October 18, 2021
4 min read

HubSpot and Data Privacy: How to Collect Contacts the Right Way

By John Becker on October 4, 2021
4 min read

INBOUND is Fast Approaching, Google Leads are Syncing, and Workflow Actions are Placeholding [Hubcast 275]

By Carina Duffy on September 23, 2021
4 min read

How to Know When You’ve Outgrown HubSpot Sales Hub Starter

By John Becker on September 23, 2021
4 min read

How to Get the Most Out of Your 2-week HubSpot Free Trial

By John Becker on 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]

By Carina Duffy on August 27, 2021
3 min read

How much HubSpot do I need?

By John Becker on August 17, 2021
4 min read

New HubSpot CMS Hub starter tier released for growing businesses

By Paul D. Grant on August 6, 2021
4 min read

HubSpot CRM review (updated for 2021)

By Kimberly Marshall on July 27, 2021
8 min read

5 HubSpot Sales Hub tips for assignment selling

By Tracey Stepanchuk on 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]

By Carina Duffy on July 22, 2021
3 min read

Get your sales team using your CRM platform in 5 easy steps

By John Becker on July 13, 2021
6 min read

HubSpot vs. ActiveCampaign: a head-to-head comparison

By Tracey Stepanchuk on July 13, 2021
5 min read

Close rate reports, custom surveys, and Apple Mail ruining everything for email marketers [Hubcast 272]

By Carina Duffy on June 24, 2021
3 min read

Is your inbound marketing working? Track these 4 metrics to evaluate your progress

By John Becker on June 15, 2021
5 min read

Operations Hub hot takes and college degrees [Hubcast 271]

By Carina Duffy on May 27, 2021
2 min read

4 keys to an effective HubSpot strategy in 2021

By Carina Duffy on May 7, 2021
6 min read

Think you’re paying too much for HubSpot? Here’s how to get your money’s worth

By John Becker on May 5, 2021
5 min read

I’m hiring a digital marketer; Do they need HubSpot experience?

By John Becker on May 3, 2021
4 min read

Do I need to hire a HubSpot specialist, or can someone on my team handle it?

By John Becker on April 30, 2021
4 min read

Introducing the first annual HubSpot WishFest 2021 [Hubcast 270]

By Carina Duffy on April 27, 2021
4 min read

6 ways to get the most out of HubSpot Campaigns

By Carina Duffy on April 26, 2021
7 min read

What is the new HubSpot Operations Hub?

By Liz Moorehead on April 23, 2021
2 min read