Westward Fence Case Study

Roles & Responsibilities

UX/UI Designer, User Research, Animation, Testing, Prototypes


Design and build a responsive website for Westward Fence, LLC, an Eastern Colorado fencing company.

Problem Statement

The company does not currently have a website or online presence. We need to create a website and develop a brand identity and brand guidelines for website and social media use.

Scope and Constraints

June 2021

Create a new website and brand guidelines for a fencing company to increase online presence.


Competitive Audit

I conducted a competitive audit on 4 competitors- 2 direct competitors and 2 indirect competitors. The audit focused on the competitor’s online presence and ability to request a quote for a fence online.

Usability Study

After testing wireframes and low-fidelity prototypes, I conducted an unmoderated usability study with 5 users. They were comprised of 3 men and 2 women between the ages of 20 and 68. The study tested the usability of the website’s quote request flow from navigating from the home page to the quote form.

The prototype was refined to address several user pain points and adding a few navigational features so users could easily complete the flow or return to the home page if they were stuck.


Mobile Website

Desktop Website

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