When I worked for Charlotte web design company, Digital Intersect, we were given the opportunity to redesign the corporate web site for publicly-traded telecom carrier, US LEC.
It is hard to imagine a more competitive industry than telecommunications. Especially when your client competes directly with Verizon, AT&T and Sprint. My role was to analyze and produce usability recommendations to guide the redesign effort. The primary redesign initiative was to reposition scores of US LEC solutions servicing more than 26,000 business customers in 100+ markets. My recommendations focused on improved navigation, color choices, increased use of multimedia for its products and a redesign of the web site database. These changes were adopted and applied to the more than 800 pages of the site. We were asked to produce interactive presentations of select products to embed in the site and make available for download to existing and potential customers.
Besides having a more competitive look and more comprehensive navigation, I worked with the marketing department to rewrite content to focus on technology reliability, business benefits, US LEC customer service guarantees and investor relations. Solutions were grouped by industry, customer types and technologies, better positioning them to meet the needs of its broad customer base. Industry-specific pages also contained related solutions, increasing opportunities for cross-sells.
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