Ascentek
Year: 2023
My role: UX/UI and Website Designer
Team: Modern Climate
Experience Strategy
Web Design
UX/UI Design
Accessibility
Ascentek—a complex organization spanning multiple brands—needed a modern digital presence to unify its story, support recruiting, clarify brand architecture, and improve usability for both B2B and B2C users. Their previous website lacked intuitive navigation and did not effectively reflect their values or structure.
The Situation
I was asked to deliver a new website that would:
Reflect Ascentek’s identity, mission, and values.
Serve multiple audiences (job seekers, partners, customers) through clear UX pathways.
Enable Ascentek to manage independently and scale site content through a robust CMS.
Lay the foundation for future digital integration across brands.
The Task
Discover & Define: Conducted UX immersion and SEO audits to understand audience needs and ensure the site structure would support future growth.
Design: Delivered two distinct design expressions focused on clarity, modularity, and mobile responsiveness. Final UI components were assembled into flexible page templates.
Develop: Built the site using a custom WordPress theme with full CMS control. Rigorous QA and sprint-based development ensured clean performance and accessibility.
Deploy: Led UAT, CMS training, and launched with a 30-day post-launch warranty to ensure a smooth handoff and site stability
The Action
Elevating Innovation
The website, designed with a strong visual hierarchy, provides a seamless and engaging user experience. It prioritizes a mobile-first approach and adapts smoothly to all devices. Intuitive navigation ensures easy access to key information, while accessibility features—including high-contrast visuals, keyboard-friendly navigation, and screen reader compatibility—enhance usability for all users. The conversion-optimized layout strategically guides visitors toward key actions with clear CTAs.
