JFL Consulting

JFL Consulting, a firm specializing in cybersecurity, IT consulting, and engineering solutions for federal agencies and private enterprises, partnered with Design In DC to modernize its digital presence. The work included a full rebrand, a corporate website redesign, an eCommerce store, and a custom client-support portal. Design In DC continues to support JFL with content writing, marketing, and site maintenance.

Research & User Insights

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  User Research:

  Evaluation of the existing site’s usability, branding, and conversion-path bottlenecks to understand how clients interact and where information was hard to find. :contentReference[oaicite:0]{index=0}
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  Target Audience:

  Federal agencies, private enterprise clients, internal teams requiring clear service info, and users needing secure support tools. :contentReference[oaicite:1]{index=1}
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  User Personas:

  IT/security decision makers, engineering teams, customers looking for reliable consulting and secure client resources.

JFL’s former site lacked cohesive branding and didn’t sufficiently support client engagements or digital sales. The rebrand and redesign aimed to uplift perception, streamline navigation, and create self-service support through a portal and eCommerce capabilities. :contentReference[oaicite:2]{index=2}

Problem Statement

• Outdated corporate image that didn’t reflect technical expertise or security-focused brand positioning.
• Lack of client-support tools and an accessible portal for ongoing engagement and assistance. :contentReference[oaicite:3]{index=3}
• Poor content strategy, with limited eCommerce integration and weak paths for conversion. :contentReference[oaicite:4]{index=4}

Final Outcome & Impact:

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  Before vs. After UI Comparison:

  From a dated, service-listing site to a modern brand with strong visuals and unified identity.
• Launch of a client support portal, enabling secure communication and access to resources.
• Ecommerce store capability added; stronger conversion pathways for product offerings and service inquiries.

The transformation enabled JFL Consulting to present a more authoritative and secure image, and to offer clients better tools for engagement and support. Clear content, modern branding, improved UX, and functionality like eCommerce and portal tools all contributed to ongoing growth and better client satisfaction.