Brief
The OCS Services website project involved a comprehensive redesign aimed at improving search visibility, enhancing user engagement, and fortifying cybersecurity. OCS Services, a leader in the Oil & Gas industry, sought to consolidate its online presence by benchmarking against industry giants like Fugro, ExxonMobil, Saudi Aramco. The goal was to create a platform that not only showcased their extensive services but also facilitated job applications and client interactions across multiple countries.
Challenges:
- Low Search Visibility: The previous website struggled to rank well in search engine results, leading to lower than desired traffic and engagement.
- Outdated Content and Structure: The website’s information architecture was cluttered and difficult to navigate.
- Security Threats: The website faced constant cyber attacks, necessitating robust security measures.
- Global Audience: The website needed to cater to a diverse global audience, with specific focus on users from India, UAE, and Nigeria.
Research & Insights
To understand the needs of OCS Services’ diverse user base, extensive user research was conducted. This involved competitor analysis, user surveys, and interviews with stakeholders.
Key Research Findings:
- Competitor Analysis: Fugro, ExxonMobil, and Saudi Aramco were identified as key competitors with user-friendly interfaces and strong online job portals. Aramco’s security measures were particularly noted as a benchmark for enhancing the safety of user data.
- User Personas: Two primary personas were identified—Industry Professionals (decision-makers seeking services) and Job Seekers (technical specialists looking for opportunities in the Oil & Gas sector).
- User Pain Points: Users reported difficulties navigating the old website, finding relevant information, and concerns about data security, especially when applying for jobs.
Insights:
- There was a clear need to simplify the website’s structure and improve navigation to make it more intuitive.
- The job portal needed to be redesigned to offer a seamless and secure experience for applicants.
- Regularly updated content, such as case studies and blog posts, was essential to maintain engagement and improve search rankings.
Affinity Diagram
User Journey Mapping
Prototype
Based on the insights and the affinity diagram, low-fidelity wireframes and prototypes were developed to visualize the new design.
Prototype Highlights:
- Homepage: A clean, professional design that immediately communicates OCS Services’ value proposition with a prominent hero section. The navigation is straightforward, leading users to key sections like services, careers, and contact information.
- Service Pages: Detailed service pages were designed to provide comprehensive information on OCS’s offerings, with clear CTAs guiding users to get in touch.
- Job Portal: A reimagined job portal with an emphasis on ease of use and security. The prototype includes filtering options, job descriptions, and a simple application process.
- Mobile Design: The prototype ensured that all designs were fully responsive, providing an optimized experience on mobile devices.
Design Process
The design process followed a user-centered approach, ensuring that every decision was backed by user research and aligned with the needs of OCS’s target audience.
Steps Involved:
- User Research: Conducted surveys, interviews, and competitor analysis to gather insights.
- Wireframing: Developed wireframes to outline the structure and layout of key pages.
- Prototyping: Created interactive prototypes to test the user journey and gather feedback.
- UI/UX Design: Focused on creating a cohesive visual design that reflected OCS’s brand identity while ensuring usability.
- Usability Testing: Conducted multiple rounds of usability testing to refine the design based on user feedback.
Tools Used
- UXPressia: For user journey mapping.
- Figma: For wireframes, high-fidelity designs, and prototyping.
- Miro: For affinity diagrams and user journey mapping.
Implementation & Results
The redesigned OCS Services website was successfully launched, incorporating all the insights and improvements identified during the research and design process.
Key Outcomes:
- Increased Search Visibility: The new website saw a significant improvement in search engine rankings, resulting in a 300% increase in user visits.
- Enhanced User Engagement: The streamlined navigation and updated content led to higher user engagement, with more time spent on the site and lower bounce rates.
- Robust Security: The integration of advanced security measures successfully mitigated the previous cyber threats, ensuring user data was protected.
- Positive User Feedback: The job portal redesign was particularly well-received, with users praising the ease of application and the clarity of job listings.
