This case study will focus on the redesign of Qualgro’s website. The redesign of the website was to transform the website from a business tone of voice to a more personal website. On top of this, we focused on Search Engine Optimization and optimizing Qualgro’s online brand image.
Qualgro is a venture capital firm based in Singapore that has the aspiration to deliver ‘quality’ and ‘growth’, the two words that the brand’s name is made out of. They invest in areas where there is long-term growth potential. They mainly, but not exclusively, focus on businesses in data, artificial intelligence, and software. By understanding the challenges of the startup journey, Qualgro uses its distinctive capabilities and network to help companies expand internationally.
Qualgro contacted Mowgli because they wanted their website to be more user friendly and provide a better representation of their brand. Their website was quite corporate, even though Qualgro also stands for having a personal touch, building trust, and inspiration. Qualgro also wished to improve the usability of the website, by improving website tracking and Search Engine Optimization. Qualgro contacted Mowgli brainstorm ideas, and have these ideas implemented in a new website design.
Challenges that Qualgro were facing were finding the right tone of voice and brand image for the company’s online website. They were having difficulties with finding a balance between a business/corporate look and feel, and a more inspiring website that aims to engage, increase awareness, and build trust. Qualgro wanted to incorporate more pictures and videos of their brand, to make the website more dynamic, personal, and interesting. On top of that, Qualgro was facing some challenges when it came to SEO and website tracking, so they asked us to help with that as well.
"We were expecting the Mowgli team to provide advice and support on website design and development, search engine optimisation, connecting our site with key integrations and setting up our web analytics."
After the first meeting, we scheduled a project briefing session with Qualgro, in which the design and development of the website were discussed. After we started working for Qualgro, a few design challenges manifested in the process. It took a few turns to land on an optimal solution but after a few alterations, we found the way to proceed.
For this project, we wanted to create a website for Qualgro that was more aligned with their brand image. We aimed to find a balance between the corporate and inspirational side of their brand. We focused on a website with relatable pictures, more dynamics with video’s displayed on their website, and we worked on improving SEO and the crawlability of the website, to help increase user experience.
With redesigning the website we first started to look at the design. We decided on implementing a more modern design in which we highlighted the branding colors and made relevant text bold to make this text stand out from the rest. We included animations, videos, and more personal pictures as we removed some stock pictures that were used before. These alterations already gave the Qualgro website a more personal and welcoming look and feel.
To increase the speed of the website whilst still displaying a couple of videos, we decided to use lightboxes around the videos. These lightboxes look very much like an image on a website, however, these lightboxes contain a link that will guide the viewer to the video. The video pops up on your screen and the viewer is able to watch the content. This technique is used to be able to showcase videos on a website, without losing the speed of that particular page.
On top of that, we reviewed at the number of pages and the relevance of the information that was shown on the previous website. Qualgro’s website had a lot of pages with not much content on it before, which is why we moved content and structure and optimized the website to improve accessibility. This optimization made it easier to navigate through the mobile version of Qualgro’s website also.
After redesigning and optimizing the website we had a look at Search Engine Optimization. We changed the website speed by compressing images and scripts which reduced the size of these contents and made the website load faster. We aimed to not lose previous SEO settings whilst implementing and improving new settings. We did this by migrating pages and sections, to make the website more accessible.
On top of that, we improved meta titles and worked on setting up better tracking settings. One of Qualgro’s expectations was to work on connecting their website with key integrations and setting up their web analytics. The aim was to set up these settings in a way that Qualgro can monitor its audience online activity that will help them understand their online behavior better, to eventually learn how to reach them more effectively.
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We worked very well together with Qualgro; there was a great flow of communication between us. Qualgro is a company that is very responsive, communicative, and able to provide us with great informative feedback. Thanks to their observations we were able to get the best results for them. Because of this great cooperation between us, we were able to improve usability, raise awareness, redesign their website according to their needs, increase the speed of the website, and help increase SEO.
"Mowgli were great to work with - really flexible, responsive, and collaborative. The team were also very good with communication, and accommodating tweaks after the initial website build."
They mentioned that an example of this clear communication was the implementation of the videos on the website, which were added after the initial design. As Peter mentioned, he said that Mowgli came with great design solutions that had met their needs well.
We are now working with a tracking system for Qualgro’s Google Analytics, Facebook, and LinkedIn. We improved the speed of the website from almost 20 seconds (in some situations) to 3/4 seconds. This reduced the bounce rate, which was lowered by 10%. It also helped people stay longer on Qualgro’s website, with an average of 30 seconds longer than before.
We will continue to work with Qualgro on some new implementations on the website. One of these new features will be a job board, but there is more to come as well. Peter mentioned that: ‘the new Qualgro website looks fantastic – much more aligned with our brand and our values – and we’re looking forward to working with Mowgli to continue to build on the website with new features’. We are also looking forward to working with Qualgro on even more successes.
