Design by END

About

Tonic

Tonic is a recruitment agency that specialises in sourcing sales, engineering, and project delivery professionals for the clean energy sector. Their mission is to connect top talent with impactful companies driving the transition to sustainable energy.

The Challenge

Their existing website did not reflect their ambitious goals, nor did it provide an optimal user experience for job seekers and employers. Their branding was out of date and didn't reflect the marker they were targeting. They used to service the architecture and internior design market pre covid but make the shift to more lucritive market. As they were focusing on a new market and adjusting their services they website cam quickly outdated.

The Goal

Clarity of Purpose: The original site lacked clear user journeys for its primary audiences—job seekers and employers.
Aesthetic and usability issues: The design did not effectively communicate Tonic’s unique value proposition or align with their brand identity.
Conversion goals: The site’s structure and content were not optimized to convert visitors into leads.
Scalability: The website needed to grow with Tonic as they expanded their offerings and reach.

The Process

1. Discovery and Research

‍

I began by analyzing Tonic’s existing website and conducting stakeholder interviews to understand their goals, audience, and challenges. Key insights included:

Job seekers wanted an intuitive way to browse opportunities and apply.
Employers needed a seamless process to learn about Tonic’s services and submit vacancies.
Both audiences valued transparency and efficiency.

‍

2. Defining User Journeys

‍

I mapped out distinct user journeys for job seekers and employers to ensure the site would guide them to their goals effortlessly. These included clear calls-to-action, such as “Search Jobs” and “Post a Vacancy.”

‍

3. Content Strategy

‍

I collaborated with Tonic to refine their messaging, focusing on:

Highlighting their expertise in clean energy recruitment.
Showcasing testimonials and success stories to build credibility.
Making navigation intuitive with categorized job listings and services.

‍

4. Design and Development

‍

Using Webflow, I designed and developed a modern, responsive website with:

A Professional Visual Identity: Clean, bold visuals that convey trust and innovation.
Enhanced Usability: Simplified navigation and prominent CTAs.
Interactive Features: Filters for job searches and dynamic content to keep the site engaging.

‍

The Results

The redesigned website includes:

Homepage
- Clear overview of Tonic’s services and sectors.
- Prominent links for job seekers and employers.
Job Board
- Interactive job search functionality with filters for role type and location.
- Easy application process integrated with Tonic’s recruitment system.
Employer Page
- Detailed explanation of Tonic’s recruitment process.
- Simple vacancy submission form.
About Page
- Tonic’s mission, team, and impact in the clean energy sector.

‍

This resulted in:

Increased Traffic: The new site saw a 40% increase in traffic within the first three months.
Higher Engagement: Average session duration improved by 25%, reflecting better user experience.
Boosted Conversions: Job applications and employer inquiries rose by 30%.
Positive Feedback: Both job seekers and employers reported finding the site easier to navigate and more informative.

The collaboration with Tonic resulted in a website that not only looks great but also performs effectively. By aligning their digital presence with their mission and audience needs, Tonic is now better positioned to connect talent with opportunities in the clean energy sector.

‍

"Emma has been an invaluable partner to Tonic, going beyond her design role to support a wide range of tasks. Her dedication and expertise have been key to our success, ensuring the website truly reflects our mission and engages our audience."

Supporting an agency in designing a website