A desktop & mobile friendly accounting website
Ace Accounts & Tax
CLIENT
PROJECT TIMELINE
OCT 2023 - APRIL 2024
MY ROLE
LEAD UI/UX DESIGNER & DEVELOPER
INDUSTRY
FINANCE
OVERVIEW
Project summary
WHAT I DID
User Research & Analysis, Information Architecture, Sitemap, Wireframing, Design, Prototypes, Usability Testing, Website Design & Development, Branding
ABOUT
Ace Accounts & Tax offers a range of financial services, particularly focused on accounting, tax advisory, and business consultancy.
I redesigned Ace Accounts and Tax’s website and branding to modernise its appearance and enhance usability. The old design lacked visual appeal and functionality, so I introduced a clean, professional aesthetic with intuitive navigation. The revamped branding reflects the company's reliability and forward-thinking approach, resonating with its target audience.
GOALS
The primary goal of creating this website was to update the user experience and establish a professional online presence for Ace Accountax. By improving usability, streamlining navigation, and aligning the design with the company's branding, the website aims to attract new clients, enhance credibility, and provide accessible accounting solutions.
87.8k
Impressions
↑85%
Clicks from Google Search
“Pooja truly understood our vision and transformed it into a sleek, professional online presence that perfectly represents Ace Accounts and tax. We’ve already received great feedback from clients, and we couldn’t be happier with the results!"
- Akshay Shah (ACE MD)
THE CHALLENGE
What does it take to design a successful accounting website?
Creating a website for a professional accounting firm like Ace Accounts and Tax involves several challenges, including:
Balancing professionalism with approachability: The design must convey trust and expertise while remaining inviting and accessible to a diverse audience of potential clients.
Simplifying complex information: Presenting financial and accounting services in a clear, user-friendly way without overwhelming visitors with jargon or dense content.
Ensuring seamless functionality: Developing a responsive, fast, and intuitive website that performs well across devices while integrating features like contact forms or client portals.
Maintaining brand consistency: Aligning the website's visuals and tone with the company’s branding to create a cohesive identity that reflects reliability and professionalism.
Attracting and engaging users: Designing with SEO and user engagement in mind to drive traffic, encourage inquiries, and ultimately convert visitors into clients.
WHAT HAPPENS WHEN
The timeline
THE AUDIENCE
User personas
WHO IS THE COMPETITION?
Competitive audit
USER FEELINGS
User journey
THE LAYOUT
Information Architecture
BLUEPRINT
Wireframes
USER FEEDBACK
Usability testing
THE ACE STYLE
Style guide & UI graphics
The ACE style guide is grounded in neutrality with white and light grey as the base, offering a clean, minimalistic look.
Introducing ACE Accounts & Tax
The ACE website follows a clean and straightforward design that reflects a professional service offering in accounting and tax management.
The site uses a minimalistic approach, which is common for financial and accounting services. This simplicity helps convey professionalism and trustworthiness, important qualities for a business in this field.
The website’s colour palette is based on neutral tones, such as white and light gray, with the use of yellow as an accent colour. This combination suggests a calm, stable, and trustworthy brand identity.
The fonts used are clean, sans-serif types, chosen for their legibility and modern appeal. It helps the site maintain a straightforward, no-nonsense aesthetic, focusing on clarity and ease of reading.
Easy to Navigate
The overall navigation experience is smooth. The structure is straightforward, with no complex menus or hidden content. Users can easily move from one section to another without unnecessary steps.
The hierarchy of information is clear. Services and key offerings are easily accessible and explained in simple terms, catering to both new users and returning clients.
Trustworthy
The site makes good use of trust signals, such as client testimonials and professional certifications, reinforcing its credibility. These elements play a crucial role in easing the user's decision-making process, especially for a service-based business where trust is essential.
REFLECTION
What I learnt from this project
Redesigning the website and branding for Ace Accounts and Tax was an insightful and rewarding experience. This project required a careful blend of creativity, technical skills, and strategic thinking to deliver a professional online presence tailored to the needs of an accounting firm. Along the way, I encountered valuable learning opportunities that enhanced my expertise in design, development, and user experience.
Key takeaways from this project include:
BALANCING PROFESSIONALISM WITH USER-FRIENDLINESS
Ensured there was a heavy focus on creating a website that feels trustworthy and approachable for a diverse audience.
SIMPLIFYING COMPLEX CONTENT
Mastered the art of presenting technical accounting services in a clear, digestible format.
ENHANCING FUNCTIONALITY
Gained experience in building a responsive, fast, and intuitive website optimized for all devices.
MAINTAINING BRAND CONSISTENCY
Developed skills in aligning visuals and messaging to reflect a company’s core values and identity.
TAILORING FOR NICHE INDUSTRIES
Learned how to address the specific needs and expectations of an accounting firm’s target audience.