UPFH LLP Website Redesign

UX/UI Design / Website Refresh & Build / Design Lead / 2022

Project Overview

The redesign of Ursel Phillips Fellows Hopkinson LLP’s (UPFH) website focused on modernizing their online presence while reflecting the firm’s expertise in labor and employment services. The goal was to create a user-friendly platform with a streamlined layout, updated visual identity, and intuitive navigation to better serve UPFH’s diverse audience, including potential clients, non-unionized employees, and new lawyers.

An audit of the existing site revealed low user engagement and high exit rates, particularly from the homepage. To address this, the design focused on decluttering the interface, reducing text, and prioritizing content that resonated with key user personas. Competitor analysis also highlighted the need for a modern, client-friendly interface with a brighter color palette and simplified navigation, which informed the approach to create a more engaging, accessible user experience.

DAWN WILL DESIGN

GRAPHIC DESIGN + DESIGN DIRECTION