7Bridges

Creative Collaboration and Agile Solutions

Veza Digital's expertise in digital marketing was harnessed to further amplify The 7Bridges' brand visibility, create an immersive website experience, and boost engagement with their target audience. 

When working on the redesign of the client's established B2B SaaS business, understanding the underlying reasons for the redesign was crucial. The Veza team aimed to make it simple for visitors to comprehend the business and platform features. 

However, the team soon realized the complexity of the knowledge base structure that was necessary for the project.

The Information Architecture had three main focus points. Firstly, the Veza team needed to highlight the four layers of the 7Bridges platform - data & cost, procurement & simulation, outbound automation, and green audit - through individual pages branching out from the main platform page. 

Secondly, we aimed to separate information about the company, its services, and lore from employment culture and career information. 

Lastly, we needed to segment the Knowledge Base into a page containing blogs, resources, and news, and a separate press page exclusively for press-related content. Notably, none of these resources were hosted in Webflow, so we had to funnel all the different resources into external pages.

The challenge with the knowledge base stemmed from the overlapping tags used for categorization, such as procurement, current events, events, bridges news, strategy, data & AI, supply chain leaders, sustainability, and more. 

Additionally, we had to include a featured resource of choice in the navigation for easy access, adding to the complexity of the structure.

To ensure proper visual alignment for the 7brigdes website redesign. However, we encountered challenges as the majority of the competitors had poorly designed websites, and those that were well-designed had little in common. 

To overcome this, we decided to delve deeper by requesting the 7brigdes team to provide us with a list of websites they liked, along with the specific features they admired. 

Building on this, we conducted further research to identify websites within the same industries and with similar features and styles.

Once we had compiled all the relevant websites and conducted extensive research, we segmented our findings into three parts. 

The first part was the mood board, which captured the coloristic, typographic, and stylistic solutions on a single board. We also identified the features we liked, including colors, illustrations, animations, and visual solutions. 

Additionally, we shortlisted innovative navigation solutions, recognizing that the website would require a more complex navigation system than usual.

With the content provided by the clients, we began experimenting with different layouts to determine what would work best for the website. We ultimately opted for a more playful approach, considering that the industry can be complex and we wanted to avoid a formal and overly serious tone. 

Although there were several iterations and discussions during this stage, we quickly identified the elements that the clients did not want to see on the website. 

We then designed a fourth version, which combined the best parts of the versions the clients liked, akin to Frankenstein's monster.

Continuing with the same style, we polished the designs for the rest of the pages. With a better understanding of the client's needs, our designer, Alex, completed the designs within a week. 

Before submitting the final versions for approval, I made some tweaks, especially on the grid, to ensure no assets overflowed. Once the designs were approved fairly quickly, we proceeded to the next stage of the project.

The project presented challenges as the developer skipped the UI kit and went straight into the home page, causing delays. 

However, the project showcased impressive features, such as the use of pixels and percentages for responsive design, engaging brutalist micro-interactions, unique sticky sections, SEO-optimized testimonials, CMS integration into the navigation, and smart use of Finsweet attributes for filtration and pagination. 

Despite the initial hurdles, the project demonstrated innovative solutions that added significant value to the website's features and functionality.