Jones Sign: UX Overhaul for a National B2B Signage Leader
Jones Sign is a national leader in architectural signage, delivering large-scale projects across the country. They needed a UX strategy to modernize a 40+ page marketing site—building credibility and driving qualified leads in a competitive B2B market. I led stakeholder research, refined the information architecture, and restructured content to create a polished, conversion-ready experience.
The Challenge: A Dated Website That Undermined Industry Leadership
Jones Sign’s website failed to reflect the company’s stature as a national leader in architectural signage. Instead of reinforcing industry authority, the site’s outdated structure and messaging created confusion and limited lead generation.
Key issues included:
Outdated Visual Design – The site didn’t communicate Jones Sign’s expertise, capabilities, or national footprint.
Disorganized Information Architecture – Visitors struggled to navigate services, explore case studies, or understand what set Jones apart.
Unclear Conversion Pathways – Calls-to-action were inconsistent or buried, reducing the likelihood of inquiries or follow-ups.
We needed a content-led UX strategy that positioned Jones Sign as a trusted partner, streamlined exploration, and turned credibility into conversions.
My Role in This Project
I led UX strategy, research, and information architecture for this website overhaul—restructuring site content, defining navigation patterns, and creating a scalable framework aligned with Jones Sign’s business goals.
This project was fast-paced and fully remote, with close coordination between our agency leads and the clients. I worked collaboratively with the broader project team to support the research and content strategy from discovery through handoff. My responsibilities included auditing the existing site, synthesizing stakeholder input, and developing a streamlined sitemap to better showcase Jones Sign’s national portfolio and core services.
While this case study highlights my strategic contributions, it was part of a broader collaborative effort—visual design, content, and development were handled by other team members listed below.
Designing for — Decision-Makers Under Pressure
Jones Sign’s website redesign wasn’t about driving casual traffic—it was about reinforcing reputation, supporting complex B2B sales, and making the company’s breadth of services easy to understand for prospective enterprise clients. The site had to appeal to multiple audiences across a long sales cycle, while clearly reflecting Jones’ national reach and high-profile partnerships.
Key user groups included:
B2B Procurement Leads: Often tasked with sourcing signage vendors for commercial real estate, healthcare, or transportation projects. These users cared about industry credibility, client logos, and timelines—and wanted to verify that Jones could handle complexity at scale.
Project Managers & Development Consultants: These users were actively scoping signage needs for high-value properties. They needed quick access to services, timelines, and visual proof that Jones had done this type of work before. Photography and project depth were especially influential.
Internal Marketing & Sales Teams: Jones’ in-house teams needed a site they could use in proposals, RFPs, and sales conversations. The site had to feel modern, load quickly, and reinforce trust at a glance.
Given the internal alignment and stakeholder collaboration involved, it would be valuable to build a flexible persona—like Colin, a Commercial Real Estate Project Lead—to represent core B2B buyers. His persona could help anchor future decisions across service pages, visuals, and lead-generation strategy.
The Solution: A Content-Driven UX Overhaul for Better Lead Generation
To modernize Jones Sign’s digital presence, I developed a UX strategy focused on information clarity, user engagement, and conversion optimization.
🗺️ Restructured Site Navigation – Simplified content hierarchy to make it easier for potential clients to find relevant services and case studies.
🖼️ Portfolio Optimization – Transformed the project gallery into an interactive showcase of Jones Sign’s expertise.
📩 Lead Generation Enhancements – Implemented strategically placed CTAs and inquiry forms to improve conversion rates.
🎨 UX & UI Refinements – Elevated the site’s visual design to align with Jones Sign’s brand authority and credibility.
These improvements positioned Jones Sign as a trusted industry leader, making it easier for potential clients to explore their capabilities and connect with their team.
The Outcome: A Lead-Generating Website That Reflects Industry Experience
The Jones Sign website redesign reinforced market authority, improved navigation, and strengthened lead generation.
🗂️ Clearer Service & Portfolio Navigation – Users could easily find relevant case studies and service offerings.
📈 Higher Engagement with Portfolio Content – The optimized case study layout highlighted Jones Sign’s expertise.
🏆 Improved Credibility & Brand Positioning – A modernized UX aligned with Jones Sign’s leadership in signage solutions.
📩 Stronger Lead Generation Pathways – Inquiry forms and CTAs were strategically placed to drive conversions.
My Role & Involvement
August 2020 - June 2021
This was one of the first projects where I was assigned to a UX-specific role within this agency instead of working on the full site process. With the details of web design and development assigned to others on the team, I was assigned to optimize the site organization and strategy (the information architecture). This decision absolutely made sense for such a large site and this project served as the catalyst for me to really evaluate how I communicated my UX designs when handing off the details of the layout and build to the rest of the team.
Background
I was hired on as HeiPro Digital’s first contracted designer and spent my first year with the company working closely with the two company founders, Alex and Elizabeth. When their company was still in the startup phase, I worked in a variety of settings—everything from social media marketing to UX research—and found my niche in UX and Responsive Web Design by the time there was a large enough team in place to take on this large project.
I have been fortunate to work so closely with the supportive team at HeiPro Digital and have grown tremendously during my time with them, some key achievements of which I will list below:
Grew in flexibility with changing team dynamics. In the span of a year, the HeiPro team grew from three designers to over 10 in total, so my responsibilities shifted dramatically as the team scaled. Not only did this give me the opportunity to learn in a hands-on way in multiple disciplines, but I got to exercise my collaborative skills as the team dynamics shifted with each new project.
Researched extensively before, during, and after bringing a product to market. Especially with this project, I gained experience in User Research as I led the early Discovery Process, talking directly with company stakeholders and recent clients who provided insight that guided our UX goals for this project. With each new iteration, we reevaluated the effectiveness of our layout with real users to ensure we met their needs and provided a seamless user experience.
Understanding the Challenge
We had to strike a balance between using industry-specific terms and making the site easy for all visitors to understand and navigate. We had a lot of conversations with stakeholders and former clients to figure out how to organize each of the 40 pages of the site in a way that met the stakeholders’ goals without confusing site visitors.
Highlight their vast portfolio in an easy-to-navigate way, while accomodating for less than website-worthy photos of most installations.
Information Architecture
I worked most directly with the team’s copywriter and SEO specialist to organize all of the site’s content in a way that highlights their expertise in an easily-searchable, intuitive way for visitors. After weeks of iterations, we brought all 40 of the page layouts (with sketches, site maps, and low-fi prototypes) to the dev team, then worked through each of the pages a few more times before they were approved for build-out.
Results and Takeaways
With the success of this site, Jones Sign’s parent company contracted the HeiPro Digital team to create new websites for the four other companies they manage. With all five sites now launched, the company stakeholders finally feel confident that their web presence reflects their company goals and growth.
My biggest takeaways from this project include:
Clearly communicate the purpose of every choice. Even if it seems clear to me, talking through my process and what led to the layout and interactive decisions will benefit everyone on the team as they work on their respective elements.
Listen to the feedback of your teammates. And ask follow-up questions! On the flip side, it can be easy to think I understand the motivations and intents of my teammates, but asking a few clarifying questions can go a long way to creating a cohesive product.
“The team at HeiPro Digital has been fantastic to work with. We were looking to upgrade our website to align with our company goals and growth, and that is when we found HeiPro Digital. They have been nothing but incredible to work with. They dove right in to learn our business and understand our company goals in order to truly promote who Jones Sign is through our website. Since our website launched, we have received nothing but compliments from employees and customers. We are elated with our new website!”
“The Jones Sign website was a massive project that involved nearly every member of our team. This was an exercise in cooperation and communication, both internally and with the Jones team. We are thrilled with the outcome, which is made even more rewarding because it demonstrates just how well our team can work together even on the most challenging of projects!”
Project Team
This project was a collaborative effort across UX, content strategy, and digital design, ensuring a structured and engaging online presence for a national signage leader. Here’s the team that brought it to life.
Scope & Constraints
This was a large-scale collaboration involving multiple departments across the client’s organization, including leadership, sales, and creative teams. While I wasn’t client-facing, I worked closely with the internal team leading the project to deliver a content-first UX strategy rooted in clarity and performance.
The site served as a core sales and credibility tool—so precision mattered. We had to support internal alignment while also elevating trust with external buyers. One key constraint? The client’s legacy content structure made it hard to tell a consistent story, so much of the work centered on restructuring and prioritizing content to better support lead generation.
This project required careful stakeholder synthesis and clear IA documentation, so the design and content teams could confidently build on top of a strong foundation.
Lessons Learned
This project highlighted the challenges of designing for a B2B audience in a highly specialized industry.
My key insights include:
In future work, I’ll deepen early alignment practices to translate business complexity into UX clarity—ensuring that content structure and interaction flows are grounded in cross-functional priorities from day one.
The Real Win
Making decades of signage expertise feel modern, intuitive, and unmistakably best-in-class.
