Dayana Gonzalez Theresine UX/UI Portfolio

dayanagt.ux@gmail.com

Service Industry

Website & Brand Architecture

Building a Service-Based Brand’s First Digital Presence

Impact Goal

Establish a foundational website that clearly communicates TCNOLA’s services, builds credibility, and guides potential clients toward taking action, ultimately supporting lead generation and business growth.

Business Context

TCNOLA did not have a website prior to this project, meaning there was no central digital touchpoint for clients to learn about offerings or assess trustworthiness. This gap created friction in early decision-making and limited opportunities for client acquisition. The project focused on creating a cohesive information architecture and professional visual identity to establish discoverability, clarify services, and position the brand for long-term growth.

My Roles:

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 did not have a dedicated website to clearly communicate its services, credibility, or value proposition. As a result, potential clients had no centralized digital touchpoint to understand offerings, evaluate trustworthiness, or take next steps—creating friction in the early decision-making process and limiting opportunities for lead generation.

For a service-based business where trust and clarity are critical, the absence of a digital presence posed a risk to growth, discoverability, and client acquisition—particularly for users searching on mobile or comparing multiple providers.

Constraints & Considerations

No existing information architecture or content system to build from
Need to establish credibility and professionalism from first interaction
Diverse user intent (urgent service needs vs. exploratory research)
Mobile-first usage patterns and time-sensitive decision-making

This created an opportunity to design a foundational digital experience that not only introduced the brand, but also strategically guided users toward action while supporting long-term scalability.

Defining the Problem

Discovery & Understanding

Goal

Identify client needs, business objectives, and brand perception.

Actions

Conducted stakeholder interviews to clarify service priorities, reviewed competitors and industry best practices, and mapped potential user journeys.

Outcome

Defined target personas and primary tasks, highlighting areas where clarity and trust signals would be most critical.

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

Commercial
Client

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

Goal: Position TCNOLA as professional, credible, and approachable.

Action: Designed a cohesive color palette, typography, and imagery consistent with industry expectations while reinforcing the brand’s personality.

Tradeoff: Previous brand graphics were simplified to maintain clarity and reduce cognitive load.

Outcome: A unified visual system that elevates trust and encourages user engagement.

Strategic Outcomes

The redesigned TCNOLA digital presence was crafted to improve user trust, clarity of services, and lead generation effectiveness by removing ambiguity and aligning the brand presentation with business goals.

Key projected impacts from design decisions include:

Increased service comprehension on first visit
By reorganizing the site structure and clarifying the value proposition, the redesign is intended to increase the proportion of visitors who quickly understand TCNOLA’s offerings without needing to contact support or navigate away.
Higher inquiry conversion rate
Prioritizing clear calls-to-action (e.g., “Request a Quote,” “Schedule an Inspection”) and structuring core service pathways was designed to help more users progress from browsing to taking action, supporting lead generation.
Improved perception of credibility and professionalism
Refining visual identity elements (color, typography, imagery) and consistent brand architecture aimed to elevate trust signals, particularly important in the service/construction sector where credibility directly influences decision-making.

Journey Map

Maintaining alignment between business goals and user needs at key decision moments.

Defined primary user paths from first visit to contact submission.

Information Architecture & Content Strategy

Goal
Create a clear structure that makes services easily discoverable.
The site structure was designed to quickly answer three core user questions:

What services does TCNOLA offer?
Why should I trust this business?
How do I get in touch?

Decision
Prioritized top services on the homepage with clear pathways to detailed information.

Tradeoff
Some secondary content was deferred to a future section to keep first-time visitors focused on immediate action.

Outcome
Established a scalable site hierarchy that balances simplicity for new users with depth for repeat or research-focused visitors.

CTA & Conversion Path Design

Goal
Guide users toward inquiry and service engagement.

Decision
Strategically placed clear CTAs at key decision points and mapped user flows for different intent types (residential vs. commercial clients).

Tradeoff
Balanced prominence of CTAs with uncluttered design to avoid overwhelming first-time visitors.

Outcome
Streamlined pathways from awareness to action, laying the foundation for measurable lead generation.

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.

Results

The TCNOLA website was designed to provide a clear, credible, and actionable digital touchpoint for potential clients, supporting discovery, trust, and lead generation. Key intended outcomes included:

Improving clarity of service offerings for first-time visitors
Strengthening perceived credibility and professionalism
Guiding users toward inquiry or service engagement

Design Decisions KPIs

Design Decision

Clear information hierarchy & service pathways

Cohesive visual identity & trust cues

Strategically placed CTAs

Mobile-first responsive design

Streamlined content & simplified navigation

Intended Outcome

Reduce friction in understanding offerings

Build credibility & professionalism

Guide users toward action

Support users on-the-go

Reduce cognitive load

Project KPI

Higher percentage of visitors reaching service pages

Longer average session duration, lower bounce rate

Increased lead form submissions / service inquiries

Lower bounce rate, higher engagement on key pages

Shorter time to first meaningful interaction

Hypotheses Tested

Users with clearer service pathways will reach contact CTAs faster.
Professionally unified brand signals will increase trust and reduce bounce.
Simplified mobile navigation will improve engagement for on-the-go searches.

Iteration & Validation Planning

Success would be measured post-launch through analytics and user feedback. Key metrics include time to first service page, bounce rate on core pages, session duration, and lead form submissions. Usability testing with target personas would validate clarity, navigation, and perceived credibility, allowing iterative improvements.

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