Stemming from brand archetypes established in previous product research, we had intentions to set the tone of the website as approachable, friendly, professional and with a human-centric approach to communicate the benefits of Accelo while leaving a heartwarming taste in the user's mouth. By conducting competitor analysis research, we also found that a prime way to distinguish ourselves from other Professional Services Automation (PSA) companies was to leverage interactive and engaging animations and micro-interactions across the site.

Starting with the homepage's hero, we defined how we wanted to incorporate all existing brand assets, research and interactive design into the website. After lots of trial and error, we came upon the idea of having a Lottie animation in the home's hero, allowing for an easy transfer of knowledge regarding Accelo's point of difference whilst also exhibiting our brand and archetypes. Lottie animations, consequently, became a well-used feature in the website, allowing us to tell a story and elevate the user experience without impacting the site's load times or SEO. By photographing our co-worker Nick and collaborating his friendly face with brand assets and product illustrations we set a tone of comfort and happiness in the product from the get-go. Whilst this hero was initially meant to be a parallax scroll to tell the story, we decided to have it as a static animation to ensure that the user's experience was not deterred by any bugs, loading times or frustrations.