Aaron Neilson-Belman

UX & Brand Consultant

RGD Certified - Association of Registered Graphic Designers
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case study

Redesigning a Website for a Leading Global Accounting and Business Advisory Firm

*Due to contractual obligations, I am unable to share proprietary documentation, sketches, diagrams, or other assets developed during this project. 

The Challenge

The client, a leading global accounting and business advisory firm, faced significant challenges with their previous website. They expressed dissatisfaction with its outdated design and lack of engagement. 

 

Beyond aesthetics, they struggled with slow turnaround times for updates and limited control over managing their own content. The client sought a modern, engaging website that would empower them with greater autonomy and efficiency in maintaining their online presence.

My Role

As Senior UX & Brand Strategy Lead, I guided this project from discovery to delivery. I collaborated closely with multidisciplinary teams, ensuring the solution met the client’s needs while staying true to modern UX principles and branding goals.

How I Helped

  • Discovery & Requirements Gathering
    Conducted comprehensive stakeholder interviews and workshops to understand the client’s pain points and goals, aligning them with user needs.

  • Information Architecture Development
    Designed a streamlined site structure, ensuring content was easy to find and intuitive to navigate for users across all devices.

  • Empowering Autonomy with No-Code Tools
    Recommended a no-code builder as the foundation for the new website. This decision was key to enabling the client and their team to make swift updates without technical expertise.

  • Design Implementation
    • Documented design requirements to guide the creative team.
    • QA’d designs and personally built pages using the no-code platform.

  • Team & Client Training
    • Trained the internal design team on the no-code tool to ensure seamless collaboration.
    • Delivered customized training sessions for the client to empower them to manage the website autonomously.

Impact & Results

The project transformed the client’s online presence into a modern, engaging, and user-friendly website that directly addressed their challenges:

  • Enhanced User Experience: The new site is fully responsive, engaging, and accessible, with a clean and organized design.

  • Empowered Client Team: The no-code platform enabled the client to make autonomous updates, significantly reducing dependence on external teams.

  • Increased Engagement: Average user engagement time increased by 12%, demonstrating improved user interaction and satisfaction.

Reflection

This project exemplifies how leveraging user-centric design, strategic tools, and collaboration can solve complex challenges. By focusing on empowering the client, I helped deliver a solution that was not just visually appealing but also operationally transformative.

The Dream Team
Giving Credit
Where Credit
Is Due.

  • Senior UX & Brand Strategy Lead: Aaron Neilson-Belman
  • Lead Designer: Larissa Gazzoni
  • Editorial: Chris Hassan
  • Content Marketing Strategist: Tricia Calder
  • Project Manager: Oscar Franco

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Association of
Registered Graphic Designers

www.rgd.ca

What is an RGD?

The Association of Registered Graphic Designers (RGD) is Canada’s largest professional association for graphic designers. The association’s membership of more than 4,000 people includes firm owners, freelancers, managers, in-house designers, educators and students.

The RGD and Registered Graphic Designer designations are signals of quality and competence to the profession, public and government.

Successful candidates have met a rigorous set of standards that includes documented levels of relevant, professional education and experience as well as competence in the areas of business, design principles, research and ethics demonstrated through the successful completion of RGD’s certification process.

Why work with an RGD?

I am a qualified, experienced professional.
Registered Graphic Designers have successfully completed RGD’s Certification Process and have demonstrated their knowledge and abilities as professional graphic designers.

I am a problem-solver.
Registered Graphic Designers have the knowledge, experience and skills to assess and address a variety of challenges. They provide strategies and solutions that help companies, organizations and entrepreneurs to further their goals and objectives.

I am accountable.
 Registered Graphic Designers engage with clients in professional, contractual agreements. They fulfill their commitments responsibly and work to the best of their ability to match or exceed expected project outcomes.

I am ethical.
 Registered Graphic Designers are subject to and governed by the Association’s Rules of Professional Conduct. These rules serve as their guide for an ethical, professional graphic design practice, and details their responsibilities to clients, the profession, the government and the community.

I stay informed of developments and trends.
 Registered Graphic Designers stay current by augmenting their knowledge – including new information on accessibility, consumer trends, demographics, research methods, production processes, advanced digital technologies and efficiencies. With this growing foundation, they constantly integrate best practices and tools into their work.

I am passionate about design.
Registered Graphic Designers understand that a strong and unified voice advances the practice of graphic design. They are committed professional members of the Association, and raise awareness of the important role and value that design brings to business, society and culture.

I can connect you with reliable industry suppliers.
Registered Graphic Designers access a network of suppliers, services and allied professions. They can assemble a team to execute simple or complex projects including illustrators and photographers, writers and translators, printers and product manufacturers, developers and social media strategists, to name a few.

Why ask for an RGD?
Untrained, unskilled individuals may offer “design services” but their lack of up-to-date knowledge, professional experience and ethical accountability could put your deadlines, budgets, project outcomes and reputation at risk.

How to choose a designer?
Before hiring any designer, review their experience and work samples, request and contact references and meet with candidates to discuss your project. Designers need to understand your strategic objectives and the goals of your project to determine the costs involved. Use the information provided by all candidates to choose a designer who is capable of meeting your needs. For greater assurance, choose an RGD.

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