Project Description
ALA Website UX Enhancements
A publicly-traded Midstream and Utilities company, focused on natural gas and LPG shipping, was having trouble communicating their investment value proposition on their website. If that sounds odd to you, that’s because it is.Their existing webpages are shown below.
Investor section circa January 2024. (I did not design these pages ;^).
Without knowing what decisions were made at the time this site was created, we all agreed the current website consisted of an understated homepage and had a couple of pages dedicated to IR, but the messaging and aesthetic was extremely dry and uninspiring, offering no clear metrics or ROI similar to how their corporate presentations were designed to deliver.
The online comms situation needed to improve quickly, but the real issue was the fact that the website was basically hard-coded and the CMS was locked down by the webdev company in such a way that they couldn’t do much to improve things without paying through the nose. Imagine having to pay nearly $1K just to add the functionality of adding a “custom background colour” to your webpage.True story.
So they asked me to work with their starter content and design an investor relations section that aspired to a modern standard of inspired content delivery that supported a more engaging and useful investor message. I was encouraged to use as many css ,jscript and html hacks as needed to reduce their dependency on the crippled CMS..
I employed subtle motion effects and dynamic content to elevate their messaging beyond a simple text essay. On the average web CMS, this would not have been difficult, but getting around all of the CMS roadblocks was a fun challenge indeed.
When the pages went live, the IR team and I toasted our work on a Teams post-mortem call to celebrate life’s little victories.
