Talan Website Migration & Redesign
As part of Talan Americas' website transformation, I helped redesign the company's public digital experience following a major rebrand. Leveraging user research, analytics, UX audits, and stakeholder collaboration, I redesigned key user journeys, developed reusable page modules, and established a scalable design framework that continues to support marketing and business growth.
My Role: UI/UX Designer
Timeline: July 2024 - June 2025
Tools: Figma - FigJam - Photoshop - InDesign - Google Analytics 4 - Hotjar · Google Tag Manager - Google Search Console - SEMrush - Drupal - HubSpot
Project Overview
Talan Americas was transitioning into a new brand identity, with updated colors, typography, visual guidelines, and a broader positioning under the Talan brand. The existing website needed to support that shift, not only visually, but also structurally.The redesign focused on improving the website’s user experience, clarifying the user journey, and creating a more modern, consistent, and conversion-oriented experience. Some existing pages were redesigned into new modular layouts, some were merged or restructured, and low-performing or unclear pages were removed from the journey.
The Challenge
The existing website had evolved over time through multiple content additions, business priorities, and service expansions. While it contained valuable information, the overall experience had become difficult to navigate and inconsistent across sections.
Several broader challenges were impacting both users and the business:
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Users struggled to find important information through navigation alone and often relied on search instead.
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Key services and solutions were not always surfaced in intuitive ways, making discovery difficult.
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Content was often dense and difficult to scan, reducing clarity and engagement.
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Navigation patterns, page structures, and calls-to-action lacked consistency across the site.
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Multiple pages overlapped in purpose, creating redundancy and unclear user journeys.
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The website structure no longer reflected evolving business priorities and strategic offerings.
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The visuals were outdated and no longer matched the modern landscape
These challenges made it harder for users to understand Talan’s capabilities, navigate between related content, and move efficiently toward conversion points. They also highlighted the need for a more cohesive information architecture, clearer content hierarchy, and a more scalable approach to page design.
My Approach
1. Auditing the Existing Experience
I started by reviewing the old website structure, analytics data, content performance, and business priorities. The goal was to understand which pages were supporting user needs and which ones were creating friction, duplication, or dead ends.
Pages were evaluated based on:
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Traffic and engagement
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Relevance to core offerings
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Fit within the marketing funnel
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Feedback from business units and content teams
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SEO and discoverability value
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Alignment with the new brand direction
The audit included website structure reviews, content analysis, analytics data, stakeholder feedback, and SEO assessments. Additionally, qualitative research was conducted with the support of an external research partner, including interviews with participants representing three target audience personas. These conversations provided deeper insight into how prospective clients discovered services, evaluated expertise, and navigated the website during their decision-making process.
Several Recurring Patterns Emerged
“Users depend heavily on the search function to locate services and areas of expertise.”
“The current navigation does not sufficiently highlight strategic offerings and makes discovery difficult.”
“Content is comprehensive but often too dense, reducing readability and making key information harder to identify.”
“They are errors and inconsistencies reducing the functionality of the pages”
Research interviews also reinforced that users often struggled to understand where specific capabilities were located, expected clearer pathways between related services and industries, and relied heavily on proof points such as case studies and client success stories when evaluating potential partners.
More specifically, the audit revealed that important offerings such as SAP-related services were difficult to find, some users had to navigate through multiple layers before reaching key solution pages, and several service pages contained overlapping information presented in different formats. These findings helped identify opportunities to simplify navigation, consolidate content, and better align the site structure with business goals.
Based on these findings, I proposed several improvements that later informed the redesign strategy:
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Restructuring navigation to surface strategic services and solutions more prominently.
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Consolidating overlapping pages to reduce redundancy and create clearer user pathways.
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Introducing a more consistent content hierarchy to improve readability and scanning.
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Strengthening internal linking between related services, industries, and success stories.
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Prioritizing high-value pages for redesign and migration based on business and user needs.
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Creating standardized page templates to improve consistency and scalability across the site.
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Developing dedicated pages to address common questions about services, industries, teams, and the integration of Createch within Talan, helping reduce friction during the evaluation process.
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Expanding the visibility of customer success stories and case studies to better demonstrate outcomes, build trust, and support decision-making.
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Standardizing CTA placement across key sections and introducing clearer conversion paths to improve navigation and engagement.
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Reinforcing wayfinding through consistent navigation patterns, including breadcrumb navigation across all major page templates.
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Aligning the visual system with the new Talan brand through reusable design standards, consistent interactive elements, and scalable page frameworks.
The redesign effort was driven by a deeper review of how users navigated the website and where they encountered friction. Based on the user flow analysis and research findings, we identified several critical journeys that were either difficult to complete or required unnecessary navigation steps.
The objective was to simplify access to strategic content, reduce reliance on search, and create clearer pathways between services, industries, technologies, proof points, and conversion
2. Rethinking the User Flow
The redesign effort was driven by a deeper review of how users navigated the website and where they encountered friction. Based on the user flow analysis and research findings, we identified several critical journeys that were either difficult to complete or required unnecessary navigation steps.
The objective was to simplify access to strategic content, reduce reliance on search, and create clearer pathways between services, industries, technologies, proof points, and conversion opportunities.
1. Discovering a service or solution
Users often arrived on the website with a specific business need but struggled to locate the relevant service offering through navigation alone.
Improvements implemented:
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Reorganized navigation and top menu bar around user needs and business priorities.
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Consolidated overlapping service content.
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Improved visibility of strategic offerings such as specific SAP and Microsoft solutions.
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Added clearer pathways to related technologies, industries, and contact opportunities.
4. Contacting Talan or requesting support
The audit highlighted opportunities to improve pathways for both prospective clients and existing customers.Especially since some older branding signals still were present on the website (mentioning legacy brands like Createch or Projexia or using old branding visuals )
Improvements implemented:
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Standardized CTA placement across key templates.
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Updated branding elements
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Created clearer entry points for contact and support.
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Proposed dedicated about us and informative pages about Talan and its experts..
2. Exploring expertise and validating credibility
Research showed that users wanted evidence of expertise before engaging with Talan. Case studies, client references, and success stories played a significant role in decision-making.
Improvements implemented:
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Increased visibility of success stories throughout the website.
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Connected case studies directly to relevant services and industries.
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Added authority signals such as SAP Gold Partner logo or Microsoft Inner Circle logo to relevant pages.
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Introduced stronger internal linking between expertise areas and proof-of-value content.
3. Navigating between industries, services, and technologies
Users sometimes were not ready to fully convert by submitting a contact form and without any alternative exploration paths were forced to leave the website.
Improvements implemented:
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Created a more comprehensive resources library with webinars, whitepapers, solution briefs, etc.
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Included at least some redirection options on all awareness and consideration level pages after the top conversion signals.
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Added contextual recommendations and cross-linking opportunities.
User Flow Redesign Principles
Across all journeys, the redesign focused on a consistent set of UX principles:
Reduce the number of steps required to reach high-value content.
Improve discoverability through navigation rather than search dependency.
Increase visibility of proof points and success stories.
Support both prospective and existing clients with dedicated pathways.
Surface strategic offerings earlier in the journey.
Connect related content to support exploration and decision-making.
Create clearer conversion opportunities throughout the experience.
Align navigation and page structures with real user goals identified during research.
3. Creating wireframes and defining the site structure
Before moving into visual design, I created wireframes to map out the new page structure and establish a clearer website hierarchy. This phase helped validate how content would be organized across the site, identify relationships between page types, and ensure users could move more intuitively between services, industries, technologies, resources, and conversion points.
The wireframes served as a blueprint for the redesigned information architecture, allowing stakeholders to review page layouts and navigation patterns before high-fidelity design work began. They also helped define how new and existing pages would fit within the overall website ecosystem and support future content growth.
Examples of Some Wireframes
4. Designing Reusable Modules in Figma
To support consistency across the website,modular page sections were designed in Figma which could be reused across different page types. Knowing the new website would be managed within Drupal, page types were created using a modular approach that aligned with the CMS structure and content model. This allowed flexible page assembly while maintaining consistency across the experience.
In parallel, I incorporated the new Talan brand guidelines into the design system, establishing standards for color usage, typography, iconography, spacing, imagery, and interactive elements. These guidelines ensured that every module reflected the updated brand identity while remaining flexible enough to support a wide range of content and page types.
The modular approach also provided several long-term benefits:
Faster page creation and content publishing workflows.
Greater consistency across teams contributing to the website.
Easier implementation of future redesigns and content updates.
Improved flexibility for marketing campaigns and evolving business needs.
Better alignment between design, content, and development teams.
Consistent presentation of interactive elements such as buttons, forms, and calls-to-action across all page types.
A scalable design system grounded in the new brand guidelines, making it easier to maintain visual consistency as the website grows.
The Design Guidelines
The Module Library
Final Product
The redesigned website introduced a cleaner, more modern experience aligned with Talan’s updated brand identity. The new structure helped users move more easily from broad discovery to specific services, solutions, success stories, and contact points.
To provide a clearer view of the redesigned experience, several example pages are included, such as the homepage, a technology page, an industry page, and two resource pages. These examples showcase how the modular system, content hierarchy, and navigation patterns come together across different page types.
Some Final Pages
To further demonstrate how users navigate the redesigned experience, two example interactive flows were created using Figma prototypes. These flows simulate two possible user journeys:
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Homepage → Technology page → Authority verification (case study page) → Form submission
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Homepage → Industry page → Asset exploration (white paper page) → Asset download
These prototypes represent only a small sample of the many user journeys explored during the redesign, included here to illustrate how the new structure supports discovery, validation, and conversion.
User Journey 1
User Journey 2
Impact
The redesign helped create a stronger foundation for Talan Americas’ digital presence by making the website easier to navigate, more visually consistent, and better aligned with business priorities.
Beyond the visual refresh, the project established a scalable framework for future growth. By simplifying the information architecture, introducing reusable design modules, and consolidating overlapping content, the website became easier to maintain while providing a more cohesive experience for users.
+30%
Traffic to important pages
+40%
Engagement improvement fo key offersr
+25
On-page CTR improvement
-60%
Less rage clicks
SEO & Content Improvements
Alongside the UX and visual redesign, I contributed to a more structured and data-informed SEO strategy to improve both discoverability and performance across key pages. This work focused on aligning technical implementation, content structure, and user behavior insights to support long-term organic growth.
SEO and performance improvements included:
Establishing a clear and consistent heading hierarchy (H1–H3) to improve crawlability and semantic structure.
Refining page titles, meta descriptions, and URL structures to better align with search intent and priority keywords identified through tools such as SEMrush.
Strengthening internal linking strategies to improve page authority distribution and reduce orphaned content.
Supporting the integration of FAQ schema and expandable content sections to capture long-tail search queries.
Supporting technical SEO considerations such as crawl efficiency, indexation priorities, and structured navigation to improve overall site health.
Collaborating with development to ensure proper tracking implementation through Google Tag Manager, enabling consistent event tracking across CTAs, forms, and key interactions.
Leveraging Google Analytics (GA4) to monitor user behavior, identify drop-off points, and validate improvements in engagement and conversion pathways.
Using heatmapping and session recording tools (e.g., Hotjar) to analyze user interaction patterns and refine content placement, CTA positioning, and page layouts.
Identifying and reducing keyword cannibalization by consolidating overlapping pages and aligning content with distinct search intents.
Aligning content strategy with measurable KPIs, including organic traffic growth, engagement metrics, and conversion performance.
These improvements created a stronger technical and content foundation, allowing the redesigned website to perform more effectively in search while supporting ongoing optimization through analytics and user behavior insights.