Role:
UI Designer
Web Designer
Graphic Designer
Timeline:
April - June 2023
Team:
Director of Digital
Marketing Manager
Social Media Specialist
Skills:
Visual Design
Wireframing
User Research
Tools:
Sitecore
Whimsical
Adobe Creative Suite
/01 About
Crowe Soberman is a leading Canadian accounting and advisory firm, offering audit, tax, advisory, and risk services to small and medium-sized businesses, individuals, nonprofits, and public companies.
They excel in fostering a culture of equality and diversity by actively educating their employees on its importance every day of the year. However, from an outsider's perspective, these commendable efforts may not be immediately apparent. This is where our team saw an opportunity.
/02 Problem Statement
How might we create a web page to bridge the online visibility gap of Crowe Soberman's 2SLGBTQIA+ initiatives, to strengthen brand identity by effectively conveying our commitment to diversity and inclusion all year round?
/03 Competitive Analysis
What are others doing?
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With time and budget constraints, this was the only form of user research I was able to conduct. I analyzed the LGBT+ pages of our four primary competitors to explore their messaging and unique approaches. This analysis aimed to identify what they excelled in and insights that could help drive our design strategy.
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Research concluded that:
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The competitors are larger firms with dedicated teams that handle their DEI strategy and they've done well in setting the tone for their ongoing commitment to the LGBT+ community.
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Unlike its competitors, Crowe Soberman stands out as a smaller firm. Here, our advantage lies in our hands-on leadership team committed to fostering authentic commitment and awareness among our employees. Our actions are not just genuine but also impactful, highlighting our drive to raise awareness and advocate for the 2SLGBTQIA+ community.
/04 Goals
After conducting a competitive analysis and engaging in multiple meetings with the Director of Digital, the Marketing Manager, and the Social Media Specialist to identify our business and marketing goals, our team collaboratively identified several main angles to focus on.
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Leverage findings from competitor analysis to guide strategy and design decisions.
Showcase our Pride 365 approach, highlighting how our firm continuously educates and brings awareness through ongoing initiatives throughout entire year.
Amplifying the voices of our employees, as they share the significance of being part of the 2SLGBTQIA+ and Allies Community.
/05 Wireframing
Based on our research and goals, I utilized Whimsical to construct wireframes for the pages. Considering the constraints posed by the available modules in Sitecore, the aim was to maximize creativity within these limitations.
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/06 Final Design
After finalizing the wireframe, the next step was to build the visual design of the web page. With the completed design, I successfully accomplished all the goals our team initially established for our project.
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Our Commitment
This section contains a detailed breakdown of what the 2SLGBTQIA+ and Allies community mean to the firm and the actions the firm is taking to foster a diverse and inclusive environment.
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Employee Voices
Successfully accomplishing Goal 3 in amplifying the voices of our employees, sharing their stories and what the community means to them.
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Education and Awareness
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In this section, I highlighted our educator Jarvis, who has been collaborating with us all year round to promote education and explore new opportunities for inclusivity within our business practices. Additionally, a historical article/video was featured to highlight key moments in 2SLGBTQIA+ Canadian history, which was utilized for employee education and found valuable to share on this page for our clients' education. With that, we successfully achieved Goal 2 by showcasing our Pride 365 approach.
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Top 20
most visited pages in the month of June
/07 Social Assets
