Meta Profiling
Bespoke WordPress website, logo, brand identity & online marketing materials.
MetaProfiling Ltd is a UK-based company specialising in psychometric assessments – for venture capitalists, accelerators, and incubators – designed to identify and nurture entrepreneurial talent within organisations. Their flagship product, META (Measure of Entrepreneurial Talents and Abilities), is a cutting-edge tool developed through extensive research in collaboration with leading scholars from institutions such as Goldsmiths, NYU, UCL, and Harvard’s Entrepreneurial Finance Lab.
Client testimonial
“The site exceeded our expectations thanks to Sian’s creativity and attention to detail. She brought imagination and professionalism to every phase of the project, translating our vision into a dynamic and engaging platform.“
– Roger Thornham
Overview
Meta Profiling provides psychometric assessments for venture capitalists, accelerators, and incubators. The goal of this project was to modernise the website to enhance user experience, strengthen visual storytelling, and better communicate the brand’s expertise in ethical AI-driven assessments.
The Challenge
The previous Meta Profiling website lacked visual impact, with a text-heavy layout that made it difficult for users to engage. Additionally, the survey and report pages (right) felt disconnected from the brand, missing an opportunity to create a cohesive and branded experience.
The Solution
I worked with the client on a comprehensive design refresh for Meta Profiling, including:
- A modernised homepage with a clean, user-friendly layout that effectively communicates the value of psychometric assessments.
- Branded survey pages that integrate the Meta aesthetic, enhancing user engagement and maintaining brand consistency.
- An updated UI for the psychometric report, incorporating an AI-driven assessment and conversational interrogation interface for deeper insights.
- A refined colour scheme and typography, creating a cohesive and professional brand presence across all pages.
The Impact
- Enhanced user experience with a clearer and more engaging design.
- Improved brand consistency across the homepage, survey, and report pages.
- Increased user interaction and understanding of psychometric insights through the AI-powered assessment interface.
A dark background such as this creates a sense of depth and atmosphere, making it ideal for brands focused on luxury, technology or creativity; when paired with light or vibrant text and high-contrast typography, it ensures readability, visual hierarchy and accessibility.
The image-based assessment pages maintain consistent branding and offer a user-friendly experience.
The psychometric result reports are visually engaging, clearly structured, and designed to provide actionable insights, with AI-driven analysis that enhances understanding for managers.
Making the Case for for a One-Page Scrolling Homepage
I collaborated with the client to create a minimalist design that emphasises clarity and professionalism, aligning with its focus on psychometric assessments for venture capitalists, accelerators, and incubators.
The long scrolling homepage of MetaProfiling.com offers several key advantages:
- Focused Journey: Guides users through a clear, linear narrative without page distractions.
- Easy Navigation: Users access all content by simply scrolling, perfect for both desktop and mobile.
- Compelling Storytelling: Allows for engaging narratives with visuals, animations, and a logical flow.
- Fast Loading: Single-page design reduces load times, improving user experience.
- Visual Impact: Enables bold visuals and effects for a strong first impression.
- Mobile-Friendly: Scroll-based navigation works seamlessly on mobile devices.
Clear Marketing Benefits
It boosts conversion rates by keeping users on a single page, reducing distractions and allowing for strategically placed calls to action (CTAs).
Clear messaging is achieved through a logical content flow, making it easier to communicate your brand’s value and services.
This format also enhances user engagement, as visitors remain actively involved while scrolling through visually rich sections featuring animations, videos, and infographics.
Additionally, it strengthens brand identity by providing a cohesive and immersive experience with consistent visuals, fonts and storytelling.