Introduction

Bunsan is a Mexican consultancy that specializes in designing and developing digital products using emerging technologies, with a mission to provide high-quality software through the best professionals.

The challenge

After 5 years, Bunsan decided to renew its website because they considered that the current design did not represent them at that time. Their main objective was to target the US market while reinforcing the brand by creating its own identity.

On the other hand, users were not very clear about the services that Bunsan offers, which would lead to a restructuring of the content and information architecture.

Objectives

• Creation of a content strategy to help increase customer attraction.
• Visual redesign of the website, creating a new visual identity.
• Redesign of the information architecture.

The solution

Getting to know the product

During the stage of understanding the current state of the product, the following details were found:

• No target audience had been established for which the displayed content would be designed.
• The displayed content was partially technical, which caused confusion among people who did not have a developer or related background.
• As such, the website did not have a structured information architecture. Since it is a single landing page, an attempt was made to cover all the content on the same page, which resulted in visual elements being crowded into a small space.

To address the issue of the target audience, a series of surveys were conducted with the sales department, which is usually the first personal contact customers have with the company. With this information, we were able to identify and profile the types of people who visited the website, what content they typically consume online, and what kind of content they look for when they visit the website.