Peter Hyde Design

A website redesign that improves content findability by 90%

My Role

Assisted three teammates in research. Led the ideation and prototyping phases

Key Challenges

Extract key information from a brief interview with the client. Understand users’ mental mode. 

Client / Duration

Peter Hyde Design LLC / 4 weeks


How might we showcase the company’s diverse range of projects in order to bolster clients’ and vendors’ confidence in their quality service?​

Peter Hyde Design (PHD) is an exhibition and experience design company. It’s clients include the Chicago Bears, Saks Fifth Avenue, and Willis Towers – big names that reflect the magnitude of the work. Unfortunately, the company website does not accurately reflect its impressive repertoire of work.


The new design improved users’ subjective satisfaction and content findability by 90%.​

We revamped the website with focuses on simplicity and ease of use that tells a brand’s story visually as well as textually.

The client was very satisfied with our work. The new website is currently under development by me and another teammate.


Identified the company’s business needs.

Emphasize expertise in working with many industries
50 to 60% of the company’s clients are museums. The others are entities that range from professional sports teams and resorts.

Accommodating COVID-related requirements
COVID has forced museums and galleries to move their exhibitions online. Therefore, the company wants to expand its non-museum clientele, especially in the healthcare.

We interviewed potential clients and found trust is a key decision factor for them.

5 participants, 30-60 years old
Directors from museums or organizations and professionals with experience in organizing events

They usually find exhibition designers through referrals. The company website serves as a qualification check.

Face to face is still valuable to them. They would like to know how the company will handle COVID-related issues.

How to build trust through a digital experience?

Call to action
Clear and consistent CTA helps users navigate the website.

Social proof
Elements such as reviews and testimonials influence a user’s behavior, and thus increase credibility.

Address issues
When emergencies, such as COVID-19, impact businesses, it is necessary to have a visual information marker to reassure customers.

Source: Trustworthiness in Web Design: 4 Credibility Factors By NN/g

All of the crucial trust-building elements noted above were either absent or hard to find on the current PHD website.

Heuristic Evaluation

The current site failed in accessibility, findability, consistency, and efficiency of use.

Usability studies

“I appreciate something very straightforward. If I am looking for information, I don’t care if it’s fancy. I just want the info.”

– J.,interviewee

Through conducting usability studies on the current site with the same group of participants. We’ve learned that:
  • They want the website to be straightforward and simple.
  • Multiple navigation pathways: To ease their navigation process and retain them longer on the site.
  • Textual vs visual: We should accommodate both an audience who understands more by reading and one who understands more through visuals.
  • Building trust through details: A participant pointed out the lack of attention to details, such as the contact page doesn’t have the company address stated, which makes her suspect if this is a legitimate company.


Albert represent the clientele that PHD aims to expand further.

User Journey

Albert has a fragmented digital experience. His major pain points are on the services and project page.

He feels frustrated that he needs to go through several steps to find information on a relevant topic.

For example, he goes to the services page to find out if PHD provides the services he needs. Unfortunately, that page has some industry-specific words he is unsure of the meaning. So he goes to the project page to see some visual examples of those services. There, he becomes overwhelmed by the wide range of projects and is disappointed to see that there is no way for him to sort the projects themselves and know which services were provided for each project.

  • = Pain point

The new website will tell a coherent brand story through features such as the visualized services page and the project filter search so that potential clients can easily understand the diverse range of projects

I took a data-driven approach when leading the ideation and prototype phases of the project.

To determine where to place all of the high priority features, I designed and conducted a hybrid card sort, then used a heat-map to analyze the results.

Competitive Analysis

Analyzed competitors' web design patterns to find opportunities.

Most of them lack trust-building elements such as a clear call to action, or an easy to find testimonials. Although all of them allow a sort function, only Luci Creative obeys the Hick’s law to simplify choices for uses.


13 responses, medium age 45 years old, 30% male, 70% female.



Taking the insights gleaned from the above data, I developed the general user flow.

Scenario: Busy users who have 3 minutes to determine if PHD is qualified enough for their proposed project.

They will get an overview of the company when they land on the home page. They then can learn more about the company through its work or the services it provides. The ideal exit point for the company is when the user makes the contact.

Technology Look-up

Knowing what the current website is built with helped me to identify a design solution that is realistic for my client’s budget and his technical skills.

Plug-ins that the current website are using.
Plug-ins that the current website are using.
Although the site does seem to have a CSM, the client stated during the interview that he is in favor of direct phone calls or e-mails. The client didn’t share the data from Google Analytics due to time constraints. 
 There is an opportunity for me to introduce a visual web builder, such as Elememtor, to help the client easily manage the content later on.

Tests and Iterations​

Besides the technical feasibility, an ever-present consideration in creating and testing the MVPs was the need to build trust.

2 usability studies, 9 participants
Directors from museums or organizations + professionals with experience in organizing events.

Landing Page

Gain users’ confidence by presenting them with an overview of PHD’s experience and expertise.

Feedback and improvements:

High Efficiency of Use: Users like that they can see all the key information at a glance without digging deep into the website.

Group information by relevance: Based on the collected data, I learned that users group information by relevance, not by importance.

Iterations of the landing page
Placement of certain contents have been rearranged according to how users group relevant information.

Services Page

Setting users up for expectations through visualizing the services section, showing PHD’s unique work process, and attention to present issues (COVID).

Feedback and improvements:

Concise language: Users said they like the use of icons in the process section, but they wish the text could be shorter when highlighting the work process.

Human-centric: Users wished to see a friendlier image in the COVID section. So, I changed the picture to one that has more color and organic shapes.

Conscious design: Users gave extra points for incorporating the COVID message. One of them stated, “I like any company that has concerns with safety, sustainability, and waste.”

Changes made during different iterations of the services page

Individual Project Page

Piecing the information together to tell a cohesive story.

Feedback and improvements:

Adaptable layout: It was a challenge to place all the brief, yet essential, information into a single view without being messy. Furthermore, it needs to be flexible to adapt to other projects that either have more or less information.

Iterations of the project page
Changes made during different iterations of a specific project page

Data gathered during the usability studies has shown that the new design improved users’ subjective satisfaction and content findability by 90%.


“Very responsive to the needs I laid out. Excellent Work!”

 – Peter Hyde, client ​

Data gathered during the usability studies:
Data gathered during the usability studies
Logo style guide

Simple, Functional

I used geometric shapes and a clean aesthetic to echo the client’s past profession as an architect. Carefully used shadows to add dimension.