Site Redesign to Increase Usage & Drive Subscriptions
Services: Website Design & Development
The Challenge: Our client had an existing peer-to-peer professional networking app which was not performing as hoped. They asked us to explore ways to increase subscription rates and generate more user activity. Our design and UI/UX team performed an analysis of the design elements and quickly determined there were a number of opportunities for improvement. First of all the user interface (UI) was cluttered. The large number of elements made it confusing and difficult for visitors to understand how to use the site. Secondly, the imagery and color palette used didn’t convey to users the professional attitude the brand wanted to project. Finally, we felt it was very important to develop a more compelling value proposition to further reinforce a positive user experience.
The Approach: We developed two unique design prototypes of the app that included interactive wireframes, including all functionality, menus, screen elements and links. We tested each with a different group of actual users, who were asked to perform typical tasks. Subsequent feedback from testing was used to modify the prototypes. This agile design approach facilitated rapid testing and re-testing. The end result was an intuitive user interface that clearly presented visitors with a set of tools to help them in their professional lives.
The Result: Our client can be confident that we’ve overcome their usability challenges. The new website design is responsive and easier to use. During our testing phase testing we collected valuable data on mobile user behavior and use of the site search tool. When we developed the new UI, we made sure to place site search front and center and to streamline the experience for mobile users.