Impact

The responsive website redesign allowed Egen to gain customers in their target market and showed proof of concept for their new marketplace of Health, Wellness, Commerce, and Food Services.

• Helped measure conversion rates more accurately increasing visitors into leads

• Improving customer satisfaction ratings with mobile functionality.

• Their current website now matches the marketplace they are trying to reach.

Problem

Their website (before) doesn’t match the marketplace they are trying to reach - Health, Wellness, and Food Services.

Egen is a data engineering and cloud service firm. They are gearing up for a product launch and needed a new corporate website. The product launch is focused on health, wellness, commerce, and food service businesses. Their current website doesn’t match the marketplace they are trying to reach.

Results

The new design helped measure conversion rates and got their customers to take action. With a goal to convert visitors into leads and or customers. This solution improved the visibility of their blog and helped them attain and gain targeted customers in their new market. Showed proof of concept.

My goal was to provide a browsing experience that was easy to navigate and felt like a premium brand. Improvements to the user experience drove the visual aspects of the new website.

Process

I collaborated with the marketing director and brand development team to solve the following business goals:

• Discovered “issues” based on UX principles.

• Find opportunities for improvement.

• Iterate on the design based on the two most important KPIs of the homepage.

• Propose future changes and improvements.

Research

Based on a few usability principles from Nielson Norman Group I discovered the following user experience issues. After evaluating and testing Egen’s home page I discovered several issues and opportunities for improvement. Improvements were made to the Egen website homepage.

Key Improvements

01. Call to action

Issue: Confusion between a chatbot or call to action

Problem: On Egen’s original website there was an icon located at the top right of the screen. Users thought the icon looked similar to a chatbot. When users clicked on the icon they were directed to a form. The interaction was not as expected. (To communicate with an AI-bot, chat, or interact online via text or text-to-speech.) This is not consistent with industry standards.

Solution: I suggested eliminating this icon so as to not cause confusion between a chatbot and a form. Instead, a “let’s talk” button was put in its place. Next to a “sign-in” button for current users. However, if the icon was intended for a chatbot. I would spend time exploring conventional industry standards and interactions.

Results: The new design helped measure conversion rates and got their customers to take action. With a goal to convert visitors into leads and/or customers.

02. Menu Bar

Issue: The menu bar was not reaching its full potential. The Egen blog got lost in bad navigation

Problem: Each tab did not show additional information when clicked or hovered. Within the insights tab, Egen had a robust blog section but you wouldn’t know it based on the original design. The blog got lost in bad navigation.

Solution: I created a drop-down menu to help users predict what to expect when clicking on each tab. This solution also highlights key content and improves usability.  I also flipped the “careers and insights” tab to allow for all user content on the left and potential employee content on right.

Results: This solution improved the visibility of their blog and helped attain and gain targeted customers.

03. Functionality

Issue: Carousel Gallery (functionality and lost potential)

The projects section of the original Egen website was a traditional carousel gallery.

Problem: Users were not able to interact with the carousel properly. When scrolling down to the projects section portions of the image were cut off and when trying to click on the arrow the carnosol would skip scrolling upwards. The functionality was not beneficial. Watch this video to see the interaction.

Solution: I designed an interactive button experience to improve functionality and highlight case studies matching their new market.

Results: This design allowed Egen to gain customers in their target market and showed proof of concept. For their new marketplace of Health, Wellness, Commerce, and Food Services.

Next Steps

Opportunities for Improvement

Given more time, I would do a content audit to optimize the website navigation. Specifically focusing on the “Insights tab” and the footer section and (or) links.

Potentially utilizing the following tools:

• Tree Testing

• Card Sorting

Then focus on other information throughout the site. Improving efficiency and visibility. This can include:

• Analyzing keywords and or UX writing.

• Make sure all links add the most value.

• Organization of all website pages and content.