This project is currently in progress.
I'm redesigning an ecological consultants website through an end-to-end UX process, from research and strategy to branding, wireframing and high-fidelity design.
This case study will be updated as the project develops.
Ecology Website Redesign
I was approached to redesign an ecological consultants website which no longer reflected the quality of their services or the needs of their growing client base. Serving developers, planning consultants, and members of the public, the business required a modern, user-centred website that clearly communicated its expertise, improved navigation and created a more engaging and professional online experience.
The project involved research, persona development, competitor analysis, information architecture, wireframing, visual identity design, high-fidelity prototyping and responsive interface design.
Understanding the Business
Before exploring design solutions, I first focused on understanding the business. Through discussions with the client, I gained insight into the services, target markets and long-term objectives, establishing a clear understanding of what the new website needed to achieve beyond simply presenting information.
I mapped out the company's core services including ecological surveys, protected species surveys, environmental impact assessments, biodiversity assessments and planning support while also identifying the key business goals for the redesign.
These included modernising their online presence, showcasing their expertise and specialist services and strengthening trust through case studies, project examples and professional credentials. These insights formed the foundation of the project, ensuring every design decision aligned with both user needs and business objectives.
Understanding the Users
Once I understood the business goals, I started to think about the people who use the website. As the environmental company serves a diverse range of clients, from contractors to members of the public, it was important to understand their different motivations, goals and expectations before considering the website's visual design.
I developed three key personas representing their primary audiences: a member of the public, a renewable energy development manager and a senior planning consultant.
Each persona highlighted distinct goals, challenges and information needs. For example, a members of the public often requiring simple, jargon-free explanations of ecological surveys and reassurance throughout the planning process, while planning consultants or renewable energy developers prioritise technical expertise, detailed service information and confidence that ecological work can be delivered within strict planning deadlines.
These insights will directly informed the website's information architecture, navigation, content strategy and call-to-action and ensure the final design effectively balanced the needs of both commercial clients and the public.
Competitor Analysis
I then explored the wider market to understand how environmental consultancies and other professional service firms communicate their expertise online. Rather than replicating existing solutions, my aim was to identify common UX patterns, understand industry best practices and uncover opportunities for the redesign to be different.
I analysed sixteen competitor websites, evaluating aspects such as navigation, content structure, visual design, branding, calls-to-action, trust signals, photography, mobile experience and accessibility.
While many competitors demonstrated strong technical expertise through professional branding and clear service information, several recurring usability issues emerged. These issues included the over reliance on dense blocks of text and limited visual hierarchy, making content difficult to scan. As well as that calls-to-action and interactive content was minimal and valuable trust signals such as case studies, testimonials and client success stories were either difficult to find or missing altogether.
The research also highlighted several consistent strengths across the industry such as straightforward navigation, nature inspired colour palettes, professional imagery and easily accessible contact information, reinforcing the importance of clarity and credibility within the environmental consultancy sector. These findings provided a strong evidence base for the redesign, helping ensure design decisions were informed by observed usability patterns rather than personal preference.
This project is currently in progress.
I'm redesigning an ecological consultants website through an end-to-end UX process, from research and strategy to branding, wireframing and high-fidelity design.
This case study will be updated as the project develops.