A New Era
Leading the design and UI development of a new website for sydney-based ux agency, blueegg.
Industry
Consulting
Role
UX Designer
Timeline
8 Sprints
The background
Since 2014, blueegg, a UX agency operating out of Sydney Australia, has collaborated with large companies across the Australian education, government and FMCG sectors. However, as their client base grew, their agency website remained largely unchanged. Blueegg required not only a website refresh, but an entirely new and contemporary design system to ensure consistency across all outward facing assets.
The challenge
The previous website contained a series of usability issues such as:
Design and functionality that was not optimised for use on multiple viewports, leading to an inconsistent experience across web, tablet & mobile.
Lacked a coherent brand language and strong tone of voice.
Inconsistent / non-existent design language & design system, limiting reach and brand growth
The combination of a short turnaround time and a developer based overseas meant that stakeholder alignment from project kickoff would play an integral role in project success.
Our goals
Create a flexible and robust design language
Blueegg was ready to grow, and needed a strong, flexible visual language that could work seamlessly across web, social channels and branded communications.
How could we create a clean and minimal design language whilst balancing the need for flexible components for use across multiple channels?
A product that everyone could stand behind
The rebrand marked a new era for the agency — but it also needed to capture where blueegg was headed. Open conversations with the full team, from design to leadership, helped shape a tone of voice that felt authentic to the agency’s shared vision.
Increase warm leads
The rebrand was about more than aesthetics - it was about turning interest into opportunity. We wanted to optimise the website content to engage visitors and build trust, ultimately increasing the number of warm leads for follow-up.
The APPROACH
Smart planning across timezones
Multiple stakeholders were involved across various time zones, so it was essential to create a unified project timeline in Asana for clear stakeholder alignment. By breaking the project down into its constituent parts, we were able to implement weekly review schedules to work asynchronously across different time zones at rapid pace.
Designing for all channels
The design system needed to be both simple to build and robust enough to be rolled out across multiple engagement channels. Elements from the design system were not only being used on the website, but also for external agency assets from newsletter blasts to pitch presentations.
For this reason, colour theory played a crucial role in developing a malleable framework that emphasised information hierarchy over complex interactions and UI transitions.
Managing queries and prioritising changes
An Airtable changelog provided a structured approach to documenting queries and inconsistencies. Given the tight turnaround, daily check-ins ensured alignment among internal stakeholders and facilitated timely change requests, which were actioned overnight by our developer in San Francisco.
The primary challenge was effectively prioritizing changes based on their impact and the available time for implementation.
KEY INSIGHTS
Communicate with purpose
With the website design and design system evolving in parallel, clear and timely internal communication became essential to ensure alignment.
Strategic information flow - knowing what to share, when, and with whom - played a critical role in keeping the project on track.
Tools like Slack, Zoom, Airtable and Figma underpinned a fast feedback loop and helped maintain momentum across cross functional teams.
Use timezones strategically
Working asynchronously with a San Francisco–based developer, we turned a 17-hour time difference into an advantage.
By planning ahead, we built in a natural feedback buffer at the start of each week—effectively gaining an extra day to action critical changes and refinements.
This cadence encouraged intentional design decisions and sharpened our communication, ensuring that every handover was clear, considered, and progress-driving.
The outcome
// Brand guidelines were implemented across multiple departments, prioritising consistency and ease of implementation.
// The redesigned website is now fully-responsive and WCAG compliant, offering a smooth accessible experience for all users.
// Following the implementation of the ‘Get in Touch’ form we observed a positive step in enhancing user interaction and lead generation capabilities. Ongoing monitoring of submission rates, conversion metrics, and lead quality will inform future optimizations to maximize the form’s effectiveness.
