Product Designer – UX/UI Specialist
Improving navigation and visual hierarchy for a digital agency site
Bringing BIMM’s website into harmony with its world-class brand and bold ambitions
Role
Web Designer
Platform
Responsive Web
Areas
Design
Duration
3 Weeks
Client
BIMM
TL:DR
🔍 Problem
BIMM’s website needed visual and structural updates to better reflect the agency’s evolving brand, while improving clarity, accessibility, and content hierarchy.
🙋🏼♀️ My role
I refreshed the site’s UI components, streamlined the navigation, and ensured the design system was scalable across current and future content needs.
🚀 Outcome
The updated site now presents a clearer brand story, improved usability, and a flexible design framework that supports new work and campaigns without compromising consistency.
Context
BIMM is a Canadian agency specializing in performance marketing, combining data, design, and tech to build measurable customer relationships. They offer digital marketing, CRM, and customer experience services across industries to drive results and strengthen brand connections.
Opportunity & Challenge
The opportunity
BIMM needed additional pages added to their website that would clearly communicated there mission, services, and commitment to DE&I.
Design deliverables included:
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UI responsive designs for key pages: Our Work, Capabilities, and Press Releases & DE&I Pledge
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Updated mobile design
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Design system production
Opportunity & Challenge
The challenge
Our biggest constraint in the BIMM website redesign was the tight timeline. We had to build wireframes and evolve the design system at the same time, balancing speed with consistency across the site.
Design strategy & goals
The design strategy
The goal was to craft a modern, user-centric website experience that:
Showcases BIMM’s expertise through engaging, visually impactful designs for the core pages: Our Work, Capabilities, and Press Releases & DE&I Pledge.
Highlights BIMM’s commitment to DE&I with a dedicated section that resonates emotionally while maintaining accessibility and inclusivity.
Update & utilize the newly crafted design system to ensure consistency across pages.
Implimentation
Design exploration
For the press release page, I aimed to elevate the website's design by introducing dynamic elements that push the boundaries of our current framework.
I used horizontal scrolling cards to add depth and interactivity, aligning with the design style from the Our Story page.
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Goals & Design Focus
Design considerations
After careful evaluation, we collaborated with our development team to reassess the proposed design. To align with development constraints, we opted for a streamlined approach that prioritized faster implementation and improved page load performance.
Replacing the horizontal scroll with a list view allowed the user to scroll and explore and did not add extra effort and time to the development process.
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Improving & applying the design system ensured a cohesive and polished outcome while allowing innovation to thrive.
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Results & Impact
Delivering value
The design of Our Work and Our Capabilities pages successfully highlight BIMM's expertise and creativity, providing a seamless and engaging user experience. By adhering to the design system and collaborating closely with developers, the final pages deliver a visually compelling and cohesive representation of the brand.
Creative touches were added to the layouts through dynamic visual elements, interactive components, and innovative use of space, making the designs more engaging while staying true to BIMM’s identity. These updates not only enhance usability but also position BIMM as a leader in performance marketing, effectively showcasing its capabilities and portfolio to prospective clients.
Results & Impact
Impact
With our website redesign, users navigated key content more efficiently in usability testing, stakeholders reported clearer communication of BIMM’s services and values, and the updated experience helped drive stronger engagement across both desktop and mobile.
Time spent on site
+40%
Click-through rate
+25%
Bounce rate
-30%
What improved?
We transformed BIMM’s site from a static agency presence into a dynamic showcase of their capabilities, values, and culture. The redesign featured improved navigation, clearer service positioning, dedicated DE&I storytelling, and a more intuitive mobile experience.
How do we know?
Post-launch reviews from internal stakeholders and clients praised the site’s clarity and polish. The streamlined navigation and updated content structure made it easier for users to explore services, understand BIMM’s impact, and engage from any device.
Why does it matter?
For a modern agency, the website is the pitch. A frictionless, values-forward experience helps BIMM attract top-tier clients, talent, and partners—while proving they walk the talk on creativity, inclusivity, and innovation.
Reflection
Growth through design
This project emphasized the importance of blending creativity with inclusivity and usability. By addressing BIMM’s needs holistically, the redesign not only elevated their digital presence but also resonated with their commitment to innovation and equity.
