Full website redesign — UX, visual strategy, content tone, and visual refresh.
Context
Full website redesign — UX, visual strategy, content tone, and visual refresh
Details
Role:
UI/UX Designer, Creative Director
Involvement:
Web Interface, Prototyping
Overview
Delta’s existing website lacked emotional warmth, brand cohesion, and modern UX design — despite being a trusted Phoenix-based HVAC provider. The original layout was generic and forgettable, with a low-energy visual tone that didn’t match their fleet branding or personality.
Solution
I led the redesign with a focus on visual clarity, tone alignment, and conversion strategy. Every decision was anchored around one question:
How can this brand feel both expert and approachable — without being another HVAC cliché?
- Color-first hierarchy: We let the pink lead, using it to create recognizable brand moments without overwhelming the user.
- Refined typography and layout: Balanced bold headlines with breathable layout zones. Each section has a clear goal.
- Visual storytelling: Pulled in real photography of the team and vans to reinforce trust. No stock fluff.
- Conversion UX: Front-loaded key differentiators (pricing transparency, 24/7 support) and created consistent CTAs throughout the scroll.
Results
Before:
- Generic layout, over-reliant on copy
- No visual identity alignment with real-world assets
- Weak hierarchy and poor trust triggers
After:
- Bold, emotionally resonant design reflecting the actual Delta experience
- Strong content strategy focused on transparency and customer ease
- Clearly structured service offerings, CTA flow, and value differentiation