Cue Events, an audio-visual hire and events company based in Birmingham, has been operating for over 22 years.
The Cue team approached KIJO for a complete website refresh. Their existing website looked tired and dated, with confusing and inconsistent user journeys. With an upcoming premises move, Cue saw an opportunity to enhance their online presence. They wanted to improve the website’s user journey and distinguish themselves in the events and AV hire industry.
Cue wanted to avoid a basic, blocky, or boxy design that many of their competitors use. Although breaking content into blocks often helps create an easy-to-digest content hierarchy, KIJO was excited by this challenge. We set to work to revamp Cue Events’ website with a clear, yet distinctive design.
of Users Successfully Navigated to Specific Pages
During the design stage, we presented a mood board with two distinct directions. One was slick and masculine, feeling direct and assured, while the other was more friendly; less forceful, soft, and rounded. It was agreed that the first option would resonate more with the target users.
We then created a design system that introduced a new font, Clash Display, which complemented the robust, impactful tone of the visual design. The existing colour palette of blues, blacks, pinks, and whites still suited the design’s concept. This was great because it maintained consistent branding.
Initially, we used sharp corners on the UI elements (buttons, inputs and controls etc.). However, this pushed the robust feel in the design too far, leading it to verge on feeling unfriendly. To address this, we introduced rounded corners in the design and UI elements. This helped to relax the visuals. We also split the colour scheme: blue for AV Hire and pink for Events. This softened the design’s hardness and further defined the user journeys by providing a visual cue for each area of the website. For consistency and reduced browsing friction, every page followed the same format.
To avoid blockiness that’s often seen in competitor websites, we minimised the use of background colours or full-bleed images to separate content sections. We adopted ample white space and separated information within sections only when necessary. On the homepage, we split the values in the “Why Choose Us” section. We then placed them in their own section, which made them more powerful and purposeful. We also introduced intuitive motion in this section to enhance engagement.
Our development process began with establishing global styles based on the design system: font styles, sizing, button styles, background colours, and more. We then built the pages using templated blocks that could be reused across pages, ensuring the website felt fluid.
We incorporated unique motion effects to boost engagement. These included a rotating text carousel on the homepage to display the company’s values and an impressive side-scrolling section on the “About Us” page for the company’s history timeline. This design held attention and emphasised the story behind Cue Events, solidifying confidence, trust, and approachability in the brand.
One of Cue’s main issues was the confusion and convolution of their existing user journeys. To test our new user journeys, we conducted non-biased user testing, asking the group to navigate from the homepage to the Audio Equipment Hire page. 85% of users successfully completed this task, rating the ease of the journey 4.2 out of 5.
This result is impressive and exactly the kind of outcome we aim for after extensive user persona and user journey mapping.
ProMD Health