One10 | Website Redesign
Optimized Website Redesign Boosts UX, Conversions, and Brand Authority
SmartAcre partnered with One10 to launch a redesigned website that elevated the customer experience, enhanced site performance, and aligned the digital presence with One10’s position as an industry leader. The collaboration focused on building a scalable, user-friendly platform that empowers internal teams while driving meaningful engagement.
Expertise:
UI/UX Design
Web Design
Branding
Deliverables:
Styleguide
UI Comps, UX Flow
Prototype
Links:
View Prototype
The Challenge
As One10 continued to grow, their website needed to evolve to support a more modern, efficient, and conversion-optimized experience. Over time, the site’s expansive content structure and reliance on third-party plugins had introduced operational complexity, making content updates more time-consuming and impacting site performance.
Together, SmartAcre and One10 identified four core goals for the project:
- Strengthen One10’s positioning as an industry leader.
- Enhance the customer journey across the website.
- Optimize conversion points throughout the site.
- Establish a scalable, easy-to-manage CMS.
These goals aligned with SmartAcre’s best practices in web development, which prioritize performance, security, and long-term maintainability by limiting unnecessary plugin usage and keeping content structures streamlined.
What We Did
Discovery
The project began with a comprehensive Discovery Phase, where SmartAcre partnered closely with the One10 team to align on goals, understand the brand, and evaluate the existing website environment. Through stakeholder interviews, competitive research, and a detailed technical audit, we uncovered opportunities to streamline the site’s structure and improve performance while keeping the editorial team’s needs in focus.
SmartAcre conducted a deep audit of the existing WordPress site, which included over 100 pages across various content types. The audit identified redundant plugins, outdated content, and opportunities to consolidate or redirect pages to create a more focused and navigable experience.
UX/Design
Once these foundational elements were agreed upon, SmartAcre moved into the UX and Design phase, creating wireframes and visual design comps that reflected improved site flow, modern aesthetics, and accessibility best practices. These comps highlighted One10’s offerings more clearly, spoke to distinct audiences, and ensured intuitive navigation aligned with business objectives.
SmartAcre recommended and implemented a more streamlined, scalable navigation strategy:
- Consolidated navigation structure that grouped similar content types under intuitive categories (e.g., Solutions, Industries, Insights, About).
- Full-width navigation dropdowns to provide users with more context and entry points into key content areas.
- Improved internal linking strategy to guide users through their journey and support SEO.
Once the architecture was approved, SmartAcre transitioned into the UX and Design phase, delivering wireframes and design comps that prioritized:
- Mobile responsiveness and accessibility best practices
- Flexible content modules that balanced structure and customization
- Brand-aligned typography, color, and imagery
- A scalable design system that could grow with One10’s future initiatives
Development
Development was executed using SmartAcre’s custom WordPress theme, built with flexible modules that allow One10’s team to:
- Quickly spin up new pages without developer involvement
- Maintain a consistent brand voice and design language
- Manage the site efficiently, thanks to guardrails and intuitive back-end structures
A redirect strategy was also put in place to preserve SEO equity during content cleanup, ensuring a smooth transition to the new site without disruption to traffic or rankings.
The Solution
SmartAcre took a focused and collaborative approach to improving both the front- and back-end of the site:
- Refined site architecture by minimizing reliance on third-party plugins—removing over a dozen—without compromising content editability or functionality.
- Optimized content strategy by conducting a full content audit and carefully consolidating the original 100+ pages. Many pages were redirected or restructured to deliver clearer messaging and improved navigation while maintaining SEO value.
- Custom WordPress theme implementation featuring flexible, modular templates. This enabled One10’s internal teams to easily build and update pages, reducing future development needs.
- CMS guardrails ensured brand consistency and design cohesion while empowering editors with the flexibility to support evolving business needs.
The Results
The redesigned One10 website reflects a stronger, more efficient digital foundation:
- Improved site performance through faster load times and leaner code.
- Increased security by reducing plugin dependencies.
- Streamlined content management enabling faster updates and easier maintenance.
- Consistent branding achieved through reusable modules and clearly defined design standards.
*Results will be updated as more data has been collected.
About One10
One10 is your strategic partner for incentive and reward solutions that engage teams, motivate high performance, and drive revenue. At One10, we’re driven by a singular mission: to optimize human potential, and we have been focused on this mission for over eighty years. Known as Carlson Marketing, Aimia, and Excellence in Motivation throughout our history, our team knows the ins and outs of empowering organizations to unleash the full power of their people, driving unparalleled success and growth.