AimGarments had been struggling with a website that didn’t do justice to the quality of its services. The existing site was far from the trendy, simple style that designers know and love. In a sense, it was certainly minimalistic–to the point where customers couldn’t easily find information to understand what services were offered.
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Most websites provide clear, detailed information about products and services to help build trust with visitors. Unfortunately, the old website was missing this content, but alongside adding more details, what else could we add to improve user engagement?
Feedback from users revealed that the lack of information on the website made it difficult for customers to get a full understanding of the company's services. The bare design gave the site an unprofessional feel, leaving the sales team to provide images of past performance to justify service offerings.
Through competitive research, I found that the overall success of a website depends on several factors, including the ease of use, quality of information, and visual appeal. Competitors lacked most of these attributes, typically utilizing vague product descriptions and limited detail on the services provided. Combining this with feedback from users and internal teams, I identified that the lack of accessible information contributed to a sense of untrustworthiness.
I decided to focus on four MVP features for the redesign:
The process began with brainstorming sessions, followed by rough sketches and wireframes to map out the site’s core structure and user flows. I focused on the most important user journeys—highlighting services, portfolio items, FAQs, and clear CTAs for conversions.
Testing the user flows early on received approval from upper management, but internal feedback from the sales team revealed a challenge: many clients were restricted by legal and confidentiality policies that limited their ability to provide public testimonials, despite their satisfaction with the services.
Initially, I planned to use a combination of polished photoshoots and stock photos. However, with the testimonial section removed, I decided to take a more authentic approach. During competitive analysis, I noticed that many competitors relied heavily on stock photos and rarely showed the faces behind the work or the working conditions. To differentiate AimGarments, I worked with the overseas team to schedule an impromptu photography session to capture the real people behind the products. These authentic images helped convey a sense of transparency and human connection, something that stock photos often fail to achieve.
The redesigned AimGarments website transformed the company’s online presence, elevating its professionalism and credibility. The updated design creates an engaging experience, with easy access to key information, and lays a strong foundation for ongoing optimization and future growth. To view the site, click here!
Since launching the redesigned website, several improvements have been made to enhance the user experience and provide better insights for future optimization.
With the previous site lacking any tracking capabilities, I integrated Google Analytics to monitor key metrics like drop-off points and user behavior. Additionally, I made the CTAs accessible across every page of the site, encouraging users to get in touch or request a quote at any time. This makes it easier for the team to capture and analyze leads, while providing better insights for future marketing and optimization.
The services section was redesigned to provide clear, accessible information about AimGarments’ offerings, helping visitors better understand the company’s services, while a structured FAQ section helped provide answers to commonly asked questions. To further build trust and differentiate the site from competitors using stock images, we opted for real images of employees at work, conveying authenticity and transparency. This approach helped establish the company’s professionalism while humanizing the brand.
The site was built with a mobile-first approach, ensuring it’s fully responsive across devices. This resulted in a seamless experience for mobile users and helped reduce bounce rates. We also made sure to conform to WCAG standards and web accessibility guidelines, to ensure that the website is accessible to users with disabilities.
The previous website lacked any user metrics, making it challenging to design solutions tailored to customer needs. With limited data to rely on, I focused on feedback from a limited pool of clients and internal feedback from employees to guide the redesign process. For future projects, I hope to have the opportunity to utilize analytic software in addition to user feedback to further optimize the website to maximize usability while aligning with organizational goals.
AimGarments had been struggling with a website that didn’t do justice to the quality of its services. The existing site was far from the trendy, simple style that designers know and love. In a sense, it was certainly minimalistic–to the point where customers couldn’t easily find information to understand what services were offered.
Most websites provide clear, detailed information about products and services to help build trust with visitors. Unfortunately, the old website was missing this content, but alongside adding more details, what else could we add to improve user engagement?
