Website Redesign for Data Startup
B2B Website, 2021
Role: Project Manager, UX & UI designer, UX Researcher
While participating in a UX Design bootcamp with General Assembly, I embarked on a project to revamp the website of Analytico Asia, a B2B startup specializing in data consulting and implementation. Our goal was to enhance conversion rates, and this endeavor was undertaken alongside 3 other teammates over a period of 3 weeks.
Analytico Asia, a dynamic startup based in Singapore, specializes in providing B2B data solutions. Their mission is to seamlessly connect stakeholders across the realms of business and data decision-making.
My role included
- Gathering a diverse group of research participants
- Facilitating one-on-one interviews and executing comprehensive usability testing
- Distilling key insights from the data collected
- Crafting a cutting-edge prototype for the website
How it went
Analytico Asia, a growing enterprise, faces the challenge of engaging visitors on their website. This is mainly due to the company's lack of recognition, resulting in many potential visitors being unaware of their offerings. As a result, the low conversion rate on their site leads to fewer business inquiries and decreased sales.
Our mission is to transform Analytico Asia's digital presence by reimagining their website to enhance user engagement and amplify lead conversion, with a keen focus on the following dimensions:
Usability - how might users be able to navigate?
Clarity - how might users understand what the site is about?
Value - how might users find the information they were looking for?
The final redesign
High-fidelity prototype screens and brand voice guide.
Reflections...
In our journey with Analytico Asia, a young startup utilising Google Sites, ensuring our deliverables seamlessly integrate with our client's platform was paramount. Collaborative efforts on Google Sites proved challenging, necessitating innovative solutions.
To navigate these challenges, we delved deep into the intricacies of Google Sites, aligning our understanding with its capabilities, before shifting to Figma for a more collaborative design process.
It was a fun and meaningful group project that we did for our client!
Key metrics to look out for...
Bounce Rate
- This essential metric monitors the flow of new visitors leaving without any engagement, offering valuable perspectives on user involvement
- Discovering which pages hold visitors' attention the most compared to those they exit swiftly, highlighting opportunities for enhancement
Contact Form Completion Rate
- A key indicator of user engagement, signaling their interest or need for more information
- Increasing this metric directly improves conversion rates and boosts sales opportunities
Other considerations
While we conducted preliminary usability tests, with more time, we could implement A/B testing to refine our marketing narrative and gain insights into user reactions to our language and terminology.
Furthermore, delving into the customer journey map to meticulously examine each phase of the sales funnel could unveil potential areas for amplifying sales figures.
The nuanced understanding of UX writing that we developed through this process emphasized its critical importance in shaping user perceptions and experiences.
It became abundantly clear that even the most subtle nuances in language and presentation could have profound impacts on the effectiveness of the prototype in conveying the intended message and value proposition.