Navigating the rebrand landscape for Perform Search

Intro

Hi, I’m Nick Chandarana, a seasoned UI/UX and Product Designer with over 15 years of experience working across startups and global corporations.

My expertise lies in designing scalable websites, creating intuitive user interfaces, and aligning design strategy with business goals.

I’ve led cross-functional teams and collaborated with diverse stakeholders to deliver user-centered solutions that drive measurable results.

From conducting in-depth user research to building design frameworks, my approach focuses on solving real problems while enhancing user experiences.

I’m excited about the opportunity to bring this expertise to Perform Search and contribute to their recent rebrand.

Why a web rebrand is needed

1. Outdated UI Design & Lack of Visual Appeal

  • The current website has a corporate, templated feel rather than a bespoke, premium executive search brand.
  • There’s a lack of strong branding elements—color palettes, typography, and visuals don't create a memorable identity.
  • The homepage doesn’t have a strong visual hierarchy, making key information less engaging.
  • No interactive elements—modern websites use subtle animations, hover effects, and parallax scrolling to enhance user engagement.

2. Poor UX & Navigation Structure

  • The site structure lacks a clear, intuitive journey for different users (clients, candidates, partners).
  • No compelling CTAs (Call-to-Actions) to drive conversions—"Join Us" and "Community" sections need better prompts and clearer buttons.
  • The content is too text-heavy and not visually engaging. It needs better content spacing, iconography, and dynamic elements.

3. Lack of Differentiation from Competitors

  • Many executive search firms have similar, generic layouts—Perform Search’s website doesn't differentiate itself visually or functionally.
  • There’s no strong storytelling—a rebrand should create a more compelling narrative about their AI-driven approach, unique community aspect, and modern recruitment philosophy.

4. Weak Mobile Experience

  • Mobile optimization is lacking—spacing issues, readability concerns, and poor touch responsiveness.
  • The website doesn’t feel fluid or interactive on mobile devices, which can lead to high bounce rates.

5. Branding & Tone Issues

  • The language and tone feel too corporate and stiff for a company that emphasizes innovation and community-driven hiring.
  • Needs a more engaging, human-centric tone, especially in areas like the "Community" and "Join Us" pages.
  • Brand identity is weak—no unique brand voice, imagery, or visual consistency across pages.

6. Missing Modern Web Trends

  • No video or motion graphics to make content more dynamic.
  • No interactive content like quizzes, chatbots, or dynamic job listings.
  • The design doesn’t leverage bold typography, asymmetry, or immersive visuals—key elements of modern UI.

What Needs to Happen?

  • Stronger Branding: Clearer visual identity, bold typography, and engaging imagery.
  • Modern UX Design: Intuitive navigation, dynamic content sections, and interactive elements.
  • Enhanced Mobile Experience: Fully responsive, fast-loading, and visually appealing on all devices.
  • Better Engagement: More compelling storytelling, calls-to-action, and human-centric messaging.

Final Verdict: Time for a High-End, Sleek Redesign

  • Perform Search's website feels like an outdated corporate template, rather than a cutting-edge executive search firm that leverages AI, modern marketing, and community networks. A rebrand would elevate its status, enhance engagement, and create a lasting impression on clients and candidates alike.

Wireframes on the future of Perform Search (very high-level):

How My Background Aligns

Complex Web Design Systems:

At Vodafone (in partnership with Google), I worked on a large-scale data migration project involving 17PBs of data across 11 countries. I designed intuitive data visualization dashboards and user-centric workflows, solving complex challenges.

User Research Expertise:

At Infosys Consulting, I led workshops, conducted usability testing, and developed personas to guide design strategies. My hands-on approach to aligning user needs with business goals will ensure that the new web rebfrand for Perform Search meet the expectations of various diverse user groups.

Diverse Stakeholder Engagement:

At Drofika Labs, I managed cross-functional teams and balanced business objectives with user needs. Similarly, at Vodafone, I aligned global stakeholders from Google and internal leadership. My ability to work independently, make decisions boldly, and navigate cross-team collaboration with various individuals is key to succeeding in this role.

Improving User Experiences:

The redesign of legacy applications requires intuitive and scalable solutions. My expertise in user journey mapping, human-centered design, and creating from-scratch architectures ensures I can reimagine these applications while building on their existing base.

Leadership & Independence:

As a seasoned designer, I’m confident in working independently to modernize any web application. I’m proactive, resourceful, and skilled at turning stakeholder discussions into actionable requirements, ensuring end goals are reached.

Questions For Daria:

Role-Specific Questions:

  • What is the most pressing design challenge Perform Search is currently facing, is anything stopping fast progress?

     

  • How do you define success for this rebrand in the first 90 days, 6 months, and year?

     

  • What aspects of the UI/UX do users currently find most challenging or frustrating?

Team Dynamics & Collaboration:

  • How does the design team collaborate with product managers, developers, and other stakeholders during the product lifecycle?

     

  • Can you share more about the team structure? How is the UI/UX team positioned within the organization?

     

  • Who will I be working with most closely, and what does their workflow or communication style look like?

Previous Designers:

  • Who was in this role before, and what were some of their most notable accomplishments or challenges?

     

  • Are there existing design systems or frameworks in place, or has this been completely replaced by the new rebrand?

Any Questions?

nick@iamnickc.com

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