This project aimed to elevate WPP’s online presence, creating a digital experience that reflects WPP’s brand identity and values.
We focused on improving usability, meeting accessibility standards and reducing the website’s carbon footprint, while also increasing visibility for WPP’s agencies and their work.
Key challenges
The existing site was difficult to navigate, visually overwhelming and inaccessible. Full-bleed images hindered readability and the content layout failed to highlight WPP’s agencies effectively.
Feedback revealed the website no longer aligned with WPP’s refreshed brand identity, emphasising the need for better usability, accessibility and sustainability. Enhancing the visibility of WPP’s agencies and their work also emerged as a central priority.
Key pages from the previous WPP website highlighted challenges in navigation, readability and brand alignment.
Research and insights
Through user feedback and competitor analysis, we identified three key areas for improvement:
Simplified navigation: intuitive structures to guide users seamlessly.
Accessibility features: high-contrast text, alt text, and WCAG 2.1 compliance.
Optimised content layout: modular designs to improve engagement and visibility.
Feedback was collected and organised into an affinity map, revealing focus areas across key pages. Colour-coded by themes like navigation, content strategy and accessibility, this approach prioritised improvements for a more user-centred experience.
To identify improvement areas, I analysed the corporate websites of leading competitors, focusing on navigation, content strategy, user experience, accessibility and brand integration. This benchmarking helped identify best practices to inform WPP’s redesign strategy.
Design approach
Building on these insights, I led the design exploration, creating wireframes and prototypes to align WPP’s visual language with user-centred functionality. The modular layout introduced card-based structures, improving clarity and usability across devices.
Early wireframes and prototypes explored modular layouts and card-based structures, improving clarity and usability across devices. I led the design exploration, creating wireframes and prototypes to align WPP’s visual language with user-centred functionality.
Key improvements included:
Optimised content layouts: modular designs improved readability and engagement across key sections like "Work" and "WPP iQ" blog.
Content discoverability was reimagined through strategic links, cross-references, and an updated Companies page, now allowing users to explore all agencies across WPP’s network. Enhancements like tags in the iQ section also improved navigation and engagement with thought leadership.
Accessibility compliance: integrated WCAG 2.1 standards, ensuring inclusivity for diverse audiences.
Collaborative execution
I've collaborated with developers and content teams to ensure the design translated seamlessly into a responsive, high-performing and user-centred digital experience. Key steps included:
UI Kit development: created a flexible UI kit to ensure visual consistency and reduce design iteration time by 30%, providing teams with reusable components for future updates.
Cross-team collaboration: facilitated alignment between design, development and content workflows, ensuring every detail met WPP’s standards.
Quality assurance: conducted iterative testing using tools like WAVE alongside manual checks for usability, flexibility, and accessibility. This process refined interactions, ensuring full WCAG 2.1 compliance and achieving 0 accessibility errors in automated and manual tests.
Developed a flexible UI kit to ensure visual consistency across WPP’s site, enabling cohesive updates and a unified brand experience.
Accessibility testing revealed significant issues in the original site, including errors, contrast problems, and structural flaws. Through iterative testing—including tools like WAVE—we achieved 0 errors and full WCAG compliance, ensuring a seamless and inclusive user experience.
This collaborative process ensured the design not only met immediate project goals but also provided a scalable framework for future campaigns and enhancements.
Outcome and impact
The redesigned website establishes WPP as a leader in innovation, creativity, and inclusivity:
Increased discoverability: strategic navigation updates, made it easier for users to explore WPP’s global agencies network, insights and resources.
Enhanced engagement: modular layouts and dynamic modules improved usability, making content-heavy pages more intuitive and engaging for users.
Sustainability: performance optimisation focused on reducing the site’s carbon footprint, aligning with WPP’s commitment to environmental responsibility.
Focused on usability and engagement, the new site has been met with positive feedback, highlighting WPP’s commitment to innovation and inclusivity.
Project credits
Hannah Vasdekys, Head of Content, WPP
Suzy Morrison, Project Manager, WPP
Eddy Wang, Web Developer, WPP
Niken Wresniwiro, SVP of Communications, WPP
