ROLE
Web Designer
UX Strategist
Brand Consultant
RESPONSIBILITIES
Conduct user research
Develop responsive designs
Collaborate with stakeholders
Optimize user experience
Ensure brand consistency
Strom Engineering is a national leader in providing temporary workforces, strategic planning, and strike staffing solutions. With over 60 years of experience, they've earned a strong reputation as a trusted partner in industrial staffing.
However, their website and overall branding were falling short of reflecting the scale and impact of their work. Despite their proven track record and industry leadership, their online presence didn’t match the level of innovation and expertise they brought to the table. The result? A disconnect between the company’s longstanding credibility and how they were perceived online. Simply put, Strom Engineering was the digital equivalent of outdated wood paneling—reliable but decidedly "uncool."
CHALLENGE
The primary challenge was clear: their website needed to do more than just inform—it needed to inspire confidence and communicate their leadership in the industry. As their digital presence was dated and uninviting, it was failing to engage visitors, convert leads, or showcase the full breadth of their services. Moreover, their branding lacked consistency and didn’t align with the modern, forward-thinking company they had become after 60 years in business.
PROJECT CONSIDERATIONS
The new website needed to cater to two distinct personas: job seekers and employers looking for staffing solutions. This required optimizing the site for both mobile and desktop devices to ensure a seamless experience for all users, regardless of how they accessed the site.
Additionally, some stakeholders at Strom Engineering had strong attachments to the existing branding and needed to be persuaded that a redesign was not only necessary but would provide measurable benefits. Gaining buy-in from this group was crucial for the project's success and the acceptance of the new design.
ONE
RESEARCH & IDEATION
The first step was securing buy-in from Strom Engineering’s stakeholders. Fortunately, many of the key stakeholders closely aligned with the target personas, making it easier to relate the redesign to both their needs and those of their customers. As I reimagined the site, I continually referenced the personas my team developed to ensure the design resonated with both job seekers and employers.
To guide the design process and ensure alignment, I began by researching competitors and analyzing what was working (and what wasn’t) in the industry. I also created a mood board to visually explore the direction of the new brand identity and establish a clearer design language. This helped shape the overall aesthetic of the site, from color schemes to typography and imagery.This allowed me to present a clear vision to the stakeholders, gather their feedback, and secure approval before diving into the full design phase.
TWO
INITIAL DESIGN PHASE
Often, the first thing I do for web design projects is put together "style tiles". These little snippets of what sections of the site could look like allow me to experiment with color choices, graphic elements, imagery direction and typography. It also serves the very important purpose of creating something a client can react to. After all, even if the design is perfectly aligned to the buyer personas, and totally on point for its industry, the client still has the ultimate say. Since there are many ways to solve a problem, I think its important to make sure the client likes the work before getting deep into design.
THREE
DESIGN
Building on the existing color palette and typography, I began experimenting with various layout options to enhance the site's usability. My primary goal was not to completely reinvent the design, but rather to reorganize the current content in a way that was more intuitive and user-friendly.
I collaborated closely with the development team to brainstorm innovative solutions to the identified issues. We explored different approaches to layout and functionality, ensuring that each iteration aligned with our overall design objectives. This collaborative process allowed us to refine our ideas and incorporate feedback throughout the design and implementation phases, ultimately resulting in a cohesive and improved user experience.
By maintaining a focus on usability while staying true to the brand's visual identity, we aimed to create a design that not only looked appealing and hit the personas but also effectively met the needs of the users.
FOUR
CONTINUAL GROWTH
Recognizing that a website is never truly "finished," we adopted an iterative approach to ensure that the client’s digital presence would continue to evolve alongside their business. Beyond launch, I collaborated closely with the content team to monitor how the new design was performing, actively gathering user feedback and analyzing engagement metrics. This allowed us to identify specific areas where we could enhance functionality or adjust layouts to better meet user needs.
Together with the development team, we worked on creating additional pages that aligned with emerging business goals and responded to real-time user insights. We introduced new layouts for dense content sections, transforming potentially overwhelming information into engaging, interactive formats that retained visitors’ attention. Additionally, I led efforts to redesign both print and digital assets, ensuring a consistent and polished visual identity across all touchpoints.
This ongoing process of testing, refining, and expanding the site has allowed the client to keep pace with industry demands and reinforce their position as a trusted leader. By fostering a culture of continuous improvement, we crafted a website that remains relevant, adaptable, and closely aligned with the company’s growth trajectory.
RESULTS
The redesigned website transformed Strom Engineering’s digital presence into a modern, user-centric platform that effectively serves both job seekers and employers. The streamlined navigation and updated design dramatically improved user engagement, leading to a significant increase in time spent on the site and a reduction in bounce rates.
The mobile-optimized experience ensured seamless access across devices, meeting the needs of today’s diverse users. Clear and consistent branding reinforced Strom Engineering’s position as an industry leader, earning positive feedback from both stakeholders and end users. Notably, job applications and inquiries from employers rose significantly, reflecting the site’s improved ability to convert visitors into leads.
By maintaining open communication and securing stakeholder buy-in throughout the project, the new design not only met but exceeded expectations. The iterative approach continues to yield tangible benefits, with ongoing enhancements driving higher levels of user satisfaction and further aligning the site with Strom Engineering’s business goals.
Ultimately, the project delivered more than just a website—it established a flexible, scalable foundation that supports Strom Engineering’s growth and cements their reputation as a trusted name in staffing solutions.
