Website re-design
based on user experience
How I used UX Design to understand the users and business needs, connecting them through an uncomplicated and assertive experience.
the challenge
I started re-designing the website of the company I work for when I realized that the page didn’t present its value proposition clearly and had a very confusing user flow that didn’t generate leads conversion as desired.
how to demonstrate business value, build conection with brandlovers and generate lead conversion?
project objectives
UX Research
To work with the best solutions, firstly, it was validated which problems are really part of the users’ journey regarding the use of the website and search for free or paid content for career development.
Two types of surveys were carried out:
QUANTITATIVE RESEARCH: to understand WHAT is wrong and which problems need to be solved and aspects that can be improved;
QUALITATIVE RESEARCH: to understand WHY it is wrong and why these problems happen.
quantitative research
First, a CSD Matrix was made with assumptions believed to be part of the users’ journey.
These were categorized according to the level of knowledge about it and its impact on the business, prioritizing those that would better guide the quantitative research questions.
Based on this matrix of doubts, certainties and assumptions, questions were created to answer the doubts and confirm the assumptions about the users.
A form was created through Google Forms and the following results were obtained:
qualitative research
After confirming the assumptions, interviews were conducted via email to deepen the understanding of the reason behind each decision making. The results obtained were:
personas & user journey map
The personas journey had similar points in relation to the online course purchase path. The differences appeared in the motivation that differs between “being promoted” and “being hired”.
“As important as knowing what to do is knowing what not to do.”
Having understood the points of contact between users and the business, as well as their main pain points and arguments for choice while interacting with a page, the prioritization of the solution began.
For this, we used the tool “How Might We” to rewrite the business opportunities.
In order to decide which options would be taken forward in the solution construction stage, the “Effort x Impact” of each of them was evaluated. All alternatives are of low effort of adoption by the user, as well as construction by the company; they also have a high value for the user and for the organization. Because of that, all were considered when building the solution.
the solutions
The solution building process was designed for both desktop and mobile access. For the sake of objectivity, I’ll leave the desktop version creation flow exposed here.
Initially I did a benchmarking to search for references and increase the know-how of how other companies in the area show themselves on the web.
Scribble frames were designed to make the proposal more visual and make any necessary adjustments still on paper. Then, the prototypes were created in Figma.
website released & first results
More than a few “pretty screens”, the new interface was designed in a more coherent and uncomplicated way.
The user can, in a few steps, understand the purpose of the brand, what services are offered and have the main questions answered.
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