Project Overview
EDOTCO is one of the leading telecommunications infrastructure companies in APAC, building and managing telecom towers across the region. They came to us with an outdated corporate website that no longer reflected the scale of the business or where the brand was heading.
The challenge was that the website redesign was happening at the same time as a major rebrand. The new visual identity was still evolving while we were already working on the website, which meant key parts of the design had to remain flexible as the brand developed.
Rather than treating the website and rebrand as separate projects, we worked closely with the client and branding team to keep both moving together.
This meant adapting the experience as the new identity took shape, while keeping the project on track for the planned launch.The new website was ultimately launched alongside EDOTCO's refreshed brand, giving the company a digital presence that better represented its scale, capabilities and new direction.
My Contributions
I led the UX workstream for the EDOTCO website redesign, starting with user research and a comprehensive UX audit to understand where the existing experience was falling short.
I looked at usability issues, content gaps and how different audiences were navigating the site, then used those findings to shape the UX direction.I developed user personas and mapped end-to-end user journeys to better understand the needs of EDOTCO's different audiences. These insights helped inform the information architecture and how content and key journeys were structured across the new website.
One of the biggest challenges came from the rebrand happening in parallel. As the visual identity evolved during development, I had to work through two major redesigns, adapting the website to significant changes in the visual direction and components without losing sight of the underlying UX.
I worked closely with the client, branding team, UI designers and developers throughout the process, balancing changing requirements with usability and technical constraints.
Despite the additional iterations, we kept the project moving and delivered the website in time for the new brand launch.
