Design agency website: Limiting bounce rate to 34% with minimalist, user-centered UI/UX design
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Project overview
Without launching a website, no business can make it in today’s digital-first world. KOOL, a design agency based in Israel, knows it like no one else.
The agency needed a sleek, minimalist business website to present its services and showcase its portfolio to prospective clients. Besides raising brand awareness, the website would also help the agency build credibility with expert insights shared in the blog. And, of course, it would enable potential clients to easily reach out to the agency to discuss their projects.
However, KOOL needed an expert in responsive, human-centered, minimalist UI/UX design to turn a business website into a competitive advantage. This expert had to be capable of perfectly aligning the design with the agency’s brand identity and turning the wireframes into a fully functional frontend.
Darly Solutions fit the bill.
Services
Challenges
Our client needed a fully responsive website design to power intuitive human-centered user experiences. The website had to showcase all key information about the agency and its expertise and drive conversions with credibility-inspiring content, clearly placed CTAs, and a professional minimalist look.
KOOL’s main concern, however, was ensuring that the agency’s website reflected its philosophy and brand identity perfectly. To mitigate any concerns, we conducted a thorough discovery phase. During it, we defined our client’s needs, expectations, and requirements that guided our work on the project, including:
Strategic business needs
01 Launch a minimalist business website to showcase the agency’s design services and portfolio and enable potential clients to contact KOOL
02 Ensure the website aligns fully with the agency’s philosophy and reflects its brand identity
03 Reach an average session duration higher than the B2B benchmark (78 seconds)
04 Limit the bounce rate to 35%
05 Reach a conversion rate of at least 10% on form submissions
Technical requirements
01 Design a minimalist design agency website with a blog, portfolio, philosophy, and services pages based on the human-centered methodology
02 Test and refine navigation to facilitate it on all types of devices
03 Create design variations for mobile devices to make the website fully responsive
04 Implement the UI/UX design wireframes and prototypes using WordPress
05 Achieve an average task success rate of at least 90% across the website
06 Minimize the time on task for every user flow based on user testing
07 Limit user error rate to 10%
08 Reach a system usability scale (SUS) score of at least 85
We’ll identify key principles your website design should follow and turn them into user-centered wireframes and prototypes.
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Solutions
Following extensive discussions of the client’s brand and design philosophy, we created wireframes for the website’s UI/UX. Based on our client's feedback, we iterated through several versions of them.
With the wireframes greenlit, we proceeded to create prototypes and custom icons and illustrations. The approved prototypes were then implemented using the WordPress CMS, as per our client’s requirements.
We created screen variants for optimal navigation and content view across devices and screen sizes to make the website design fully responsive.
As a result, KOOL received a responsive minimalist website with human-centered user flows. Thanks to our iterative improvements, the content easily captures visitors’ attention, while navigation remains smooth and frictionless. Custom visuals and a storytelling-focused case study page layout set the agency apart from its competitors.
Thanks to our efforts, the website attained and exceeded all the KPI targets set by our client. The UI/UX design proved to be intuitive and convenient, as proven by a 94% task success rate, 6% user error rate, and 91 system usability scale (SUS) score.
Homepage
In most cases, the homepage is the first page visitors land on, so it has to make a powerful first impression. We ensured that the hero section instantly communicates the key value proposition of KOOL’s design services, along with an easy-to-locate CTA. Visitors can discover the agency’s services, design philosophy, and completed projects as they scroll down the page.
Thanks to our minimalist approach, the homepage doesn’t overload the visitor’s senses and has a clean, professional vibe to it. This reflects the agency’s brand identity perfectly, all while driving up the average session duration and conversion rates — and limiting the bounce rate to 34%.
Portfolio
KOOL had completed multiple projects and wanted to showcase them in the right light. To help our client do exactly that, we aligned the portfolio page design with key storytelling principles. This allowed KOOL to demonstrate its experience through powerful, visual stories.
Each case study takes the user on a journey throughout the agency’s process, from initial research to the final result. The design elements created by KOOL during the project seamlessly accompany the case study text to give the user a peek behind the curtain of its processes.
Thanks to this approach, case studies were among the pages with the highest conversion rates and page visit durations across the website.
Blog
The blog is vital for both content marketing and showcasing the agency’s expertise in UI/UX design, marketing, branding, and more. We facilitated blog navigation with topic categories at the top of the page. In line with our client’s philosophy, we prioritized visual communication when designing blog cards.
Blog post pages themselves are designed to make reading easy, all while drawing attention to any visuals that may be added to them. Of course, these pages, like the rest of the website, are fully optimized for both small and large screen sizes on desktop and mobile devices.
Contact form
Visitors can head to the contact form at any point by clicking the button in the navigation bar’s upper-right corner. Strategically placed CTAs throughout the website also encourage visitors to contact the agency.
As for the form itself, we simplified the number of fields to eliminate friction. We also visualized the validation rules to ensure that unexplained error messages don’t bring down the user experience.
Thanks to our iterative testing and improvements, like extra labels for each field, the contact form showed the highest task success rate across the website.
Services
If a visitor wants to learn more about KOOL’s specific service, they can go to its dedicated page with a more detailed overview. Besides the links in the menu, we also made sure visitors can easily access those pages from the relevant sections of the homepage and portfolio.
Thanks to a clean, minimalist layout and a streamlined information hierarchy, service pages had the lowest bounce rate across the website. Strategically placed CTAs that draw attention also helped drive conversions from these pages.
Philosophy
Instead of the traditional About Us page, KOOL wanted to present its design philosophy to prospective clients. We helped the agency wrap its philosophy into a page with a clean layout that smoothly communicates its key design principles.
Thanks to a simple yet powerful information hierarchy on the Philosophy page, visitors can quickly grasp what working with KOOL is like. This page was among the most visited ones on the website, according to early user analytics.
Tech stack
Impact
Our responsive, human-centered website design was perfectly aligned with KOOL’s design philosophy. It allowed the agency to see multiple positive outcomes, including:
We can design or redesign your website to drive engagement, minimize churn and bounce rates, and increase conversions.
Contact usTestimonials
The responsiveness, attention to detail and high-level communication from Darly Solutions was outstanding. Communication with the team was all online and was absolutely seamless. They were highly responsive, worked to tight deadlines and provided great feedback and communication throughout the entire project to ensure it remained on schedule and all quality requirements were being met. They exceeded all of our expectations, from design through to delivery.
LLC Darly Solutions's team performs well since the collaboration started. They are fluent in specific programming languages, they are also fluent in English, and they have a great response time. What is most unique and impressive about Darly Solutions is that everyone in the team is inherently communicative and understands the expertise of their respective fields. The team is very agile and can predict stress situations in which we work together to fix and maintain.
Darly Solutions' work so far inspires confidence, as they're skilled and trustworthy. The health platform is incredibly happy with their work. The team at Darly is communicative, responsive, and responsible. I’d recommend them to people looking to do more than build a simple little software.
By collaborating with Darly Solutions, there is a significant improvement in the project's quality of codes compared to their original codebase. They lead efficient project management and keep the client updated with their reports. They're a flexible team that delivers promising results. They don't just do as they're told, they actively participate in the design process, which is going to yield us a much better platform in the end.
Darly Solutions was able to develop the site with all functions running. The team was responsive throughout the engagement. They excelled at scheduling and delivered projects on the specified timeline. The whole team was a pleasure to work with. I am very glad that I entrusted them with my project, this is the best company for me!
The quality of their work is very high, and we get very good customer feedback on what our site looks like. They're very reliable and have a great overview of the technologies they're using. They meet our deadlines and are very accurate with their time estimations on a project. In addition, they're responsive and great with communication with a great command of English — it's very easy to talk to them. Moreover, we've integrated them into our development and scrum process, where we have daily stand-ups with their project manager and developers through Slack.
LLC Darly Solutions are highly skilled at UI/UX and follow very good engineering standards, and have been very professional in its approach to all the work to date (including the initial consultancy, which was the deciding factor). They have taken ownership of the work in way that demonstrates how much they value the work they are doing and consequently the work we are doing. I am gaining confidence that the decisions they make are good decisions and that this will result in a product that will exceed our initial expectations.
Darly Solutions developed the app in a quick manner, and the code quality was excellent. The professional team was committed to building a successful product. The code quality was good, and the app has been built in a little more than 1 month, which is a result I'm very happy with. They were laid back but professional at the same time.
Darly Solutions’ work helped my business tremendously. They were able to identify key areas for growth and improvement. The team was communicative and professional throughout the entire engagement. LLC Darly Solutions is a solutions-oriented vendor that drives results. They’re really professional and they know what they’re doing. The team knows how to identify my problems and solve them.
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