ULTIMATE CO.
Client:
Ultimate CO.
Date of Project:
March 2025 - July 2025
My Role:
UX Design Researcher
The client
Ultimate Co. is a startup marketing company specializing in tradeshows and physical marketing builds. Their mission is to bring experiences to life by transforming a company’s marketing vision into tangible designs that reflect its goals and target audience.
The challenge
Ultimate Co. desired a website that accurately reflected their brand identity while attracting new customers and increasing conversion rates. The existing site was underperforming, with unclear messaging and poorly structured content that made it difficult for visitors to understand the company’s services or take meaningful next steps. The challenge was to identify these gaps and develop a solution that would both clarify the offerings and create a seamless, user-friendly experience that strengthened the brand’s online presence.
Research / Planning
The process began with a meeting with the Sales and Marketing Director at Ultimate Co. Together, we reviewed the performance of Ultimate's online audience compared to the number of new clients acquired through the website. This prompted a key question:
“What can we change on the current website to improve conversions?”
1. Understanding the Customer Perspective
By putting ourselves in the shoes of a new customer, we quickly realized the website lacked clear direction. Visitors had no obvious steps to follow and little guidance on finding what they were looking for.
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At the time, the homepage focused primarily on:
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The company's name
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The slogan, “Bringing Experiences to Life”
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This raised immediate questions: What kind of experiences? What does Ultimate Co. actually do? These insights emphasized the importance of establishing and clearly showcasing the company’s identity along with what it provides to visitors.
2. Competitive Analysis
We then compared Ultimate Co.’s o website with competitors in the same industry, which revealed two key insights:
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Companies offering a wide range of services categorize them into clear sections, providing structure and clarity.
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Within each service, users can see the steps involved in completing a project and find ways to take the next steps or reach out for more information.
Competitor Website – Example #1
Competitor Website – Example #2
Competitor Website – Example #3
At this stage, we presented these findings to the CEO. He agreed with the direction, and together we began compiling a comprehensive list of Ultimate Co.’s services.
Brainstorm Board – Services at Ultimate Co
Designing a solution
Based on our research, I further simplified our findings and organized each service into broader, general categories. This approach made the content easier to navigate, visually appealing, and purposeful. Since categories were a major missing element on the website, we decided to feature them both as a slideshow on the display page and as menu items.
Old Website Menu Layout
After a detailed discussion with the CEO and the Sales and Marketing Director, we finalized the major and subcategories.
Brainstorm – New Website Menu Structure
From there, I created a marketing deck to support three key objectives:​
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Organization: Categorizing past projects with descriptions and photos under each major and subcategory.
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Industry Alignment: Implementing trending keywords to define and describe each category clearly.
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Branding Direction: Capturing the company’s font, colours, logos, and photography from past projects, as well as listing the brands they’ve worked with to build client trust.
This marketing deck became the central reference, bringing the new website’s layout and all other company elements together. It provided a fully organized vision of what the company does and how it wanted to present and sell its services.
(This marketing deck is also used by the sales team to engage prospective clients.)
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Utilizing both Canva and Adobe Illustrator, I created a wireframe to showcase how these discoveries and information would be displayed on the redesigned website.
Website Wireframe – Example #1
Website Wireframe – Example #2
This layout was then presented to the website developer.
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After multiple meetings and close collaboration, we ensured that the website was implemented according to the planned design and aligned with the vision developed by the team and myself.
Conclusion
This project allowed myself and Ultimate's team to completely revamp Ultimate Co.’s website into a platform that is organized, user-friendly, and clearly communicates what the company does. By putting ourselves in the customer’s shoes, analyzing competitors, and identifying gaps in the old site, we were able to create a solution that highlights the company’s services, strengthens its brand, and guides visitors toward meaningful next steps.
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The new layout, clear categories, and cohesive visual direction not only improve the user experience but also support marketing and sales efforts, helping to attract and convert new clients.