EdgePoint Web Redesign
EdgePoint is a product development company that helps small to medium sized companies to boost their business through digital transformation. For this project, I worked with a Project Managers and a Developer to revamp the website to improve user experience.
Success Metric: Clearly communicating business message and improving the System Usability Scale score. Ultimately leading to higher customer acquisition.
Problem
How can we improve the current website’s functionality and customer engagement without incurring too much time and business expense? My goal was to approach the problem with a minimalist but effective strategy.
My Approach
I wanted to understand the current website’s analytics to see the traffic, drop-off points, bounce rate, clicks, and total time spent to compare against the future changes. But the system wasn’t set up yet.
Considering I was to re-design their brand identity and web experience, I prioritized how the users would judge the website at first sight, what they think the website will help them with, and how they’d score the website’s usability. Understanding the current state of the website from the users’ perspective was crucial to justify the redesign. I requested to run an impressions testing and use the System Usability Scale (SUS) to define a success metric.
Usability Analysis
Design Proposal
The lack of favicon - Having a clear logo/favicon gives a sense of established feel, continuity, and trustworthiness.
Combine the contents of the top white bar with the green menu - It takes up too much space and detracts from learning more about the company's services.
Smaller or no search bar - For a single page website, we can reduce it to just a search logo or do away with it. Without it, we can use the space to redirect the focus to website’s goal.
Tacked menu or a menu that appears when you scroll up - When clicking the navigation items, the transition is too sudden and navigation disappears. By tacking the navigation at the top or adding a little animation/transition to show the change, it would orient the user.
Credentials - Establish expertise by showing the companies they have worked with.
Visual consistency - Choose images with less bright colors like orange, yellowish green, and neon blue that don't compete for attention with the company's colors. Redesign images with a style that is more aligned to the company's brand identity.
Next steps
I’m currently running an impressions test of the current website and collecting System Usability Scores.