Project Lead
effectively promote and facilitate the use of cloud-based software solutions
Figma, Dovetail, Photoshop
2 months
Challenge
To create a modern and user-friendly webpage experience for our Software as a Service (SAAS) products, and boost the number of free trial sign-ups, we need to integrate sign-up, sign-in, product info, campaign management, support, learning resources, and marketing materials. The main goal of this redesign is to improve the user experience, match the visual style with the new product UI, and ultimately increase the number of users who sign up for our free trial.
Process
Research and Analysis: We conducted user interviews, surveys, and analyzed the business needs. Additionally, we studied our competitor’s SAAS-style websites and design trends.
Information Architecture: Based on the research findings, I organized the content, prioritizing features and information based on user personas.
Wireframing and Prototyping: Designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on user feedback. Subsequently, I built a high-fidelity, interactive prototype to test the design.
Usability Testing: After the initial launch, the team conducted usability tests with a diverse group of users to validate the design and identify areas for improvement. Based on the feedback, we made necessary adjustments to the design.
Visual Design & Style Guide: We developed a new design system, new style guide, including color schemes, typography, and iconography, ensuring consistency throughout the site. Also created a style guide to maintain design consistency in future updates.
Impact
Shortly after the website launch, we got 5x increase in free trial sign-ups. The page scroll depth increased over the average benchmark by 10% to around 65%. With around 30 new components and 4 new page templates, the new design system was adopted by other CMS platforms and sites.
