Redesigning the website for Alternative Technology
CEO, Co-founder, Esfera | May 2021
The Project:
Website re-design for Alternative Technology to showcase their story
My Role:
Project Management, Wireframing, Low-fidelity Prototyping, Copywriting
Tools I Used:
Canva, Google Workspace
Understanding the Alternative Way
The Company
Alternative Technology, a pioneer in the custom rug industry since 1997, revolutionized the way carpets are designed and manufactured. The company sought a website redesign that would showcase their legacy and innovations through a visually compelling, story-driven experience.
The Challenge
The goal was not to market their products but to tell the story of their contributions to the custom rug industry in a way that was both engaging and artistic. The challenge was to create a narrative-based website that effectively communicated the company’s rich history and futuristic innovations without overwhelming visitors with technical details.
Design Process
Design Approach
Our design process centered on storytelling, portraying two key narratives:
- The Alternative Story: On the About Us page, we illustrated the company’s journey, from its inception to its future vision.
- The Rug Story: On the Home page, we crafted a visual narrative of how Alternative’s technologies guide rug makers from concept to creation.
We used a minimalistic, aesthetic design to ensure the content was accessible and visually appealing, allowing the company’s innovative technology to shine through.
Prototyping
To convey our vision for the website redesign, I created a simple idea deck to discuss the rough idea for the concept and structure of the new website. After client approval, I built a rough Canva prototype for depicting The Alternative Story. After that, prototyping for each page was done on Adobe XD by my team.
Close collaboration with the Alternative Tech team throughout the process allowed us to continually iterate, ensuring the final design aligned with their vision and their audience’s expectation.
Perfecting the Experience
We paid special attention to key features such as Alternative’s life-like rug visualizations, which allow manufacturers to preview custom carpets before production. Small, thoughtful UI elements were crafted to emphasize these innovations, giving visitors a seamless and immersive experience while showcasing the company’s cutting-edge solutions.
Outcome
The redesigned website successfully highlighted Alternative Technology’s rich heritage and future-forward innovations, providing a user experience that was both visually engaging and informative. By focusing on storytelling and a clean, intuitive design, we were able to create a platform that reflected the company’s ongoing impact in the custom rug industry.
