Overview
Senior Leadership approached our team of 3 with the need to redesign company's website, which was struggling with low user engagement and ineffective lead generation. The primary goal of this project was to create a user-friendly, informative, and effective website that would better serve both potential customers and the sales team.
The Challenge
The existing Unleash Live website faced several significant issues. Firstly, its information architecture was cluttered and confusing, making it difficult for users to navigate. The website was overloaded with complex, high-level messaging that did not resonate with visitors, resulting in a high bounce rate. Consequently, it was ineffective in generating high-quality leads, and it was difficult for users to understand the company's offerings, ultimately hindering the website's ability to support business growth and user engagement. Additionally, the sales team found the website underutilized in their work, indicating that it was not meeting their needs.
Discovery and Research
To begin the project, we conducted thorough discovery and research. This involved stakeholder interviews, user interviews, competitor analysis, and a review of analytics data from Google Analytics and Mixpanel. We also examined existing feedback stored in ProductBoard. Through this comprehensive research, we uncovered several key insights:
- The website was frequently described as "confusing, wordy, and overloaded with information."
- The sales team rarely utilised the website in their work.
- The website was generating low-quality leads through newsletter signups.
- The website was frequently described as "confusing, wordy, and overloaded with information."
- The sales team rarely utilised the website in their work.
- The website was generating low-quality leads through newsletter signups.
Solution
To address these challenges, we implemented a series of strategic solutions. We began by redesigning the website's information architecture, conducting card sorting exercises to create a more intuitive navigation structure. Our focus shifted towards practical applications of the software, showcasing detailed use cases rather than presenting overly broad possibilities. We introduced several new sections to the website, including dedicated pages for industries that were previously unrepresented. Additionally, we created a downloadable resources centre and developed the necessary content and visuals for these new areas.
During the design phase, we created multiple low-fidelity wireframes to explore various layout options and gather feedback from stakeholders. This iterative process allowed us to refine our designs continually. We also focused on visual design, ensuring that the new visuals were engaging and aligned with the Unleash Live brand identity.
Collaboration and Stakeholder Management
From the project's inception, we prioritised collaboration and stakeholder management. We involved key stakeholders early in the process, gathering their insights on project goals and desired outcomes. This approach fostered a sense of ownership and set the stage for open, honest communication throughout the redesign process. We established multiple communication channels tailored to different preferences, ensuring that stakeholders felt comfortable sharing their thoughts. Regular update and feedback sessions became the heartbeat of our project, providing ample opportunities for stakeholders to voice their opinions and concerns. By maintaining transparency in our decision-making process and demonstrating how stakeholder input directly influenced the redesign, we created an environment where every voice mattered. This not only led to a better end product but also strengthened our relationships with stakeholders, paving the way for smoother collaborations in the future.
From the project's inception, we prioritised collaboration and stakeholder management. We involved key stakeholders early in the process, gathering their insights on project goals and desired outcomes. This approach fostered a sense of ownership and set the stage for open, honest communication throughout the redesign process. We established multiple communication channels tailored to different preferences, ensuring that stakeholders felt comfortable sharing their thoughts. Regular update and feedback sessions became the heartbeat of our project, providing ample opportunities for stakeholders to voice their opinions and concerns. By maintaining transparency in our decision-making process and demonstrating how stakeholder input directly influenced the redesign, we created an environment where every voice mattered. This not only led to a better end product but also strengthened our relationships with stakeholders, paving the way for smoother collaborations in the future.
Testing
During the testing phase, we utilised Figma wireframes to get feedback and conducted A/B testing of small elements via Slack surveys. To gather external user feedback, we employed Usertesting.com, which provided valuable insights into how users interacted with the new design.
During the testing phase, we utilised Figma wireframes to get feedback and conducted A/B testing of small elements via Slack surveys. To gather external user feedback, we employed Usertesting.com, which provided valuable insights into how users interacted with the new design.
Results
The redesign yielded significant improvements across several key metrics. The bounce rate was reduced from an alarming 94% to a more manageable 74.5%. Additionally, we achieved a remarkable 87% decrease in loading time, which greatly enhanced the overall user experience. External testers on Usertesting.com reported that they could understand Unleash Live’s offerings without any prior knowledge of the company. Overall, this project not only improved the website's usability and visual appeal but also made it a more effective tool for the sales team and a better source of high-quality leads.
Lessons Learned
Throughout this project, several important lessons emerged. Firstly, setting realistic timelines is crucial, especially when juggling multiple projects. We learned to be prepared for team changes and to have a plan in place for onboarding new members quickly. Early stakeholder involvement proved to be key to project success and buy-in, while regular communication and transparency helped manage expectations and reduce friction.