dayanagt.ux@gmail.com
Service Industry
Website & Brand Architecture
TCNOLA is a local roofing and construction company with a strong offline reputation but no meaningful digital presence. This project focused on modernizing their outdated brand architecture and translating it into a sleek, high-converting website designed to build trust, clearly communicate services, and turn first-time visitors into qualified leads. As both UX Designer and Visual Design Director, I led the strategy, structure, and visual execution from discovery through launch.
My Roles:
UX/UI Design
UX/UI Design
Content Strategy
Visual Design Direction
Researcher
Information Architecture
Copy Writer
Copy Editor
Case Study Sections:
Defining the Problem
Personas
The Design Process
Brand Architecture
Journey Map
Wireframes
Results
TCNOLA lacked any meaningful digital presence, making it difficult for potential customers to discover the company, understand its services, or initiate contact online.
The existing brand architecture was outdated and inconsistent, undermining trust and credibility in a competitive, high-stakes industry.
Service offerings were not clearly structured, creating friction for users trying to quickly assess whether TCNOLA met their needs.
There was no intentional conversion strategy in place to guide users from initial interest to inquiry, resulting in lost leads and missed business opportunities.
Defining the Problem
Personas
Homeowner
Name: Michael R.
Age: 34–55
Occupation: Working professional / parent
Context: Residential homeowner
Goals
Quickly find a trustworthy contractor to solve an immediate problem
Understand services, pricing range, and timelines without making phone calls
Feel confident the company is licensed, experienced, and reliable
Behaviors
Searches on mobile during moments of urgency (storms, leaks, visible damage)
Skims content quickly and relies on visual cues, reviews, and credibility markers
Prefers clear CTAs like “Request a Quote” or “Schedule an Inspection”
Pain Points
Overwhelmed by unclear service descriptions and outdated websites
Distrusts companies with poor branding or no online presence
Limited time and patience for friction in the contact process
Homeowner
Name: Sarah M.
Age: 40–60
Occupation: Property Manager / Small Business Owner
Context: Commercial or multi-property client
Goals
Evaluate whether the company can handle larger or recurring projects
Quickly assess experience, scope of services, and professionalism
Initiate contact for estimates, bids, or long-term partnerships
Behaviors
Researches on desktop during work hours
Reads more deeply into service pages and past project examples
Compares multiple vendors before reaching out
Pain Points
Difficulty finding clear information about commercial capabilities
Frustration with vague offerings or lack of proof of experience
Inefficient or unclear contact workflows
The Design Process
Previous State
Audit & Discovery: Evaluated the existing brand architecture, competitive landscape, and customer touchpoints to identify gaps in trust, clarity, and conversion.
Brand System Redesign: Collaborated with a branding designer to develop a modern logo and cohesive visual identity that reinforced credibility and consistency across touchpoints.
New Brand Architecture
Journey Map
Maintaining alignment between business goals and user needs at key decision moments.
Defined primary user paths from first visit to contact submission.
Results
The final deliverable was a responsive website that unified the new brand system with clear user flows, improving credibility, service comprehension, and lead conversion.
Wireframes
Low- to mid-fidelity wireframes established the site’s structure and user flows, allowing early validation of content hierarchy, navigation, and conversion paths prior to visual execution.
