Tribalscale
Overview
TribalScale is a global innovation consultancy that helps enterprises transform teams and processes, build best-in-class digital products, and co-create disruptive startups. Leading up to their rebrand in September 2018, the website was re-skinned as a temporary solution — it needed a proper redesign.
They wanted a new website to showcase their new branding, what they do as an organization, and to attract both talent and potential clients.
Research
Gathering information from stakeholders
A common challenge with website redesigns is that each department may have slightly different perspectives on how the website should be designed. Stakeholder interviews were conducted with individuals from diverse departments and offices (Marketing, Human Resources, Sales, Venture Studios, Engineering, Product, Design, MENA Region) to align on project goals, expose pain points, and discover areas of opportunity.
As each stakeholder was interviewed, common pain points became apparent across a few key themes:
01
Messaging and clarity
People didn't get a clear sense of what TribalScale does from the website, and some of the language felt inconsistent, generic, or overly polished.
02
Work and credibility
The same five case studies from two years ago were still in use, and an impressive client list wasn't coming across.
03
Visual and structural clutter
Outdated or irrelevant photos, and a website that tried too hard without getting to the point. We also addressed this directly — I contributed original photography for the site, replacing outdated stock-feeling images with shots that reflected the team and culture.
04
Careers experience
Job listings were confusing and messy to navigate across office locations.
Designs
Translating stakeholder insights to design decisions
Nailing first impressions
With simply a logo, tagline, and background image of cityscapes, people didn't get a clear sense of what TribalScale does from the old website. For the new design, it was important to ensure the home page had clear, succinct messaging about who they are and what they do. Pairing an audio-less video on autoplay with a particle animation gave depth, a sense of culture, and some "wow factor" which the old home page lacked.
Navigation was also made more discoverable on desktop by exposing menu items previously hidden within a hamburger menu.
Before
After
Content hierarchy from goals
Based on the goals uncovered from stakeholder interviews, a content hierarchy and cleaner layout was proposed to prioritize important information and eliminate inconsistent formatting.
This meant moving case studies above generic service descriptions on the Home page, since stakeholders confirmed that work samples were what convinced prospective clients.
Letting TribalScale's customers speak for them
TribalScale has an impressive client list -- working with companies that impact a wide audience. However, this did not come across well on our website with client logos buried within the Work page. It was important to give client logos and testimonials higher visibility to establish credibility and let their customers do the talking. Logos and testimonials were placed on the Home page and within case studies.
Opening up the conversation
The old website lacked call to actions with the only method of getting in touch being a "Contact" button in the footer. It was important for the new design to include more prominent calls to action to make it easier for people to get in touch. A call to action was added on relevant pages above the footer (left). Contact information for the vertical-specific Account Executive would be embedded in case studies (right) to invite potential clients to get in touch and start a conversation.
Making job search for efficient
Jobs were hard to find, because they had 5 location categories for over 30 job postings. Users had to wade through each location, and scan to find their department of interest. The redesign goal was to help users easily find the right jobs they were looking for. The presentation was cleaned through the introduction of a tabular design with the option to filter by location and/or department.
Before
After
Improved team profiles
One of the goals of this website redesign was to ensure that it highlighted the culture and people that work at TribalScale to attract talent and clients. It was important that the personality of employees came through. Part of TribalScale's culture includes new hires introducing themselves with a fun personal fact. To highlight our team's personality and uniqueness, the fun fact as well as links to thought leadership articles written by the person were incorporated.
Animations and micro-interactions
Small interactions — animated hover states and loading pages added polish and reinforced the "innovation" positioning core to TribalScale's brand.
Impact
A website that finally matched the brand
The redesign launched alongside TribalScale's official rebrand in 2019 — giving the company a website that matched the ambition of its new identity. Case studies and client logos moved to the forefront, navigation became clearer across both the main site and careers page, and the team's personality came through for the first time. The result was a site every department, from recruiting to sales, could confidently point people to.