About the web redesign
The main challenge faced was the existing website and workflow that users weren't able to find any information themselves. Potential users would leave the website without checking out the capabilities or understand the product. With that, the team had to reach out to individuals one-by-one to explain what the network can bring to the table. The approach was very time consuming and was not successful at educating users about the unique community that was offered.
Problem statement
As a result of many unknowns, the company asked for my expertise to consult them on the proper strategy of increasing visibility and simplifying the usability while reducing the 1-to-1 engagements. At the beginning of the project we realized that most of the team spends their time doing presentations about the product instead of managing and improving the network. To reduce the amount of time dedicated to the awareness, we created a more detailed and informational website. At the initial discovery meetings, we focused on improving the experience and identifying ways to increase their signups.
Key goals
Increase the user signup and reduce time spent on educating suppliers, manufacturers, distributors, and others about the benefits of the network.
Brand Attributes
When we started the redesign, I was given a blank canvas to create the identity from scratch. Using the gathered core values, I was able to brainstorm and bring key features to the forefront of the design. The ones below are reflected in the new designs and got implemented into the the final website.
Color & Fonts
The color palette was based on both the company's existing color choices and with the different pages in mind. We added more colors to enable variations for various industries.
Workflow reconfigurations
The project required a lot of rework of how users sign up, login, and interact with the new community. Once we began working on this project, we focused the efforts on strategic simplification of the signup processes and creating a clean website that clearly shows their offerings to both existing and new users.
Key improvement areas
We changed the navigation, where the communities are sorted by the industries. We decided to change the login screen and the process. Additionally, we decided we needed to add a pricing page for those interested in seeing what they can do as free users and as premium paid users.
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