JLA Advisors

Website

JLA Advisors is a strategy consulting firm offering companies and investors a comprehensive suite of consulting services focused on solving clients’ most critical challenges and opportunities.

CROSSFIT

2023 TEAM PROJECT

JLA ADVISORS

2024 TEAM PROJECT

// COMPETITOR RESEARCH

// SITEMAP

// ARQUITECTURE INFORMATION

// WIREFRAMES

// UI DESIGN

// STYLE GUIDE

The client had an outdated website lacking structured flows and offered only general information about their business. They sought to completely revamp their website to better cater to their target audience.

My role in the redesign of the JLA Advisors website encompassed the entire process, beginning with strategic planning (including sitemap and information architecture), wireframing, and concluding with the visual design. I consistently focused on the client's goals while integrating the latest market trends.

Project Goals

01.

Drive increased website traffic and article engagement from potential clients.

02.

Generate more project inquiries through the website.

03.

Attract and recruit top talent to strengthen the team.

04.

Attract and recruit top talent to strengthen the team.

Research & Analysis

The data collected through a strategic digital questionnaire completed by the Product Owner and the client (including project objectives, user personas, competitors, and brand value proposition) proved crucial in defining the website's strategy. I translated the brand's competitive advantages into actionable website strategies:

Advantage

Honesty and Transparency: They don't hype up the benefits of new technologies to win clients.

Strategy

Provide advice based on facts and realities. (KPIs, success stories, case studies and testimonials with client´s info).

Advantage

Experienced Team: They have a highly qualified team with extensive experience in strategic consulting and deep technical expertise.

Strategy

Team section should be at sight. (Could add a team section describing each members capabilities)

Advantage

Real-World Experience: JLA's partners don't just provide strategic consulting; they have also successfully started, run, and sold businesses

Strategy

If we have more deep information, could be added in a specific section in the About Us page.

I conducted a comprehensive competitive analysis, examining both primary and secondary competitors. I analyzed their site architecture, navigation, and UX design for each page. Common patterns across these sites were identified and considered for potential alignment with JLA's objectives. I then defined JLA's unique selling points and translated them into website features. Key visual elements were also noted for potential use in JLA's design. All findings were presented to the client in a comprehensive presentation to provide transparency into the decision-making process behind the sitemap.

How to accomplish the goals?

Increase website traffic to our articles from potential clients and improve average time spent reading.

Prioritize the development and promotion of insightful content alongside our brand awareness strategy.

Recruit and attract top talent to strengthen their team.

Provide a clear "Careers" link in the main navigation and create an engaging Careers page that emphasizes the positive aspects of working at the company.

Increase the number of people who contact through the website to request potential projects.

Prominently display contact CTAs on key pages and create a user-centered flow that aligns with the target persona's needs.

Expand our market presence by partnering with top-tier companies to offer their products and services.

Highlight relevant KPIs for each industry to resonate with potential clients and showcase JLA data-driven approach.

Website structure

Site Map and Arquitecture information

After confirming the client's desired pages and conducting market research, I designed a simple site map and information architecture, focusing on navigation and main pages. I defined the objectives for each page and recommended content for various sections.

Considering the client's primary objective to "Position themselves as thought leaders and increase site traffic through their articles," I proposed the following objective for the homepage: "Build brand awareness and establish JLA as a thought leader, encouraging visitors to explore their content.

To achieve this, I designed a homepage architecture that highlights the latest insights in the hero section, accessible without scrolling. Below this section, the following sections are included:

Capabilities: Link to the detailed capabilities page.
KPIs: A section showcasing key performance indicators to build trust and demonstrate JLA's value proposition.
Quiz: An interactive section where users select their needs and receive a personalized solution.
Case Studies: A section featuring testimonials and relevant data to support JLA's experience.
Industries: A section showcasing the main industries JLA works with.

The Wireframes

After presenting the architecture for review and receiving client approval, I developed two options for navigation and footer wireframes based on the approved sitemap.

Collaborating with the junior designer, we proceeded to create layouts for all pages, based on the objectives and arquitecture information I had defined for each main page. I maintained consistent communication with the product owner and client, who provided ongoing feedback and approvals on the wireframes throughout the process.

Final Designs

High-Fidelity Mockups

The junior designer developed style tile options to present potential visual directions for the website. Once the client selected a style, we collaborated on high-fidelity mockups. She created one version, and I created another, offering the client distinct variations for key pages.

To ensure clarity for the development team, I meticulously annotated both versions. These annotations included component descriptions, content specifications, animation references, and any relevant implementation details for both desktop and mobile.

Meanwhile, the junior designer focused on crafting the site's illustrations and animations, which I reviewed to ensure they were implemented effectively across all devices."

Style Guide

To finalize, I thoroughly reviewed the content and components, ensuring that there were no errors. With this solid foundation, I proceeded to create a comprehensive style guide for the website. This guide, containing the essential elements for building the site, will provide the client with a solid base to develop their own design system in the future.