Targeting Decision Makers and leveraging rapid iterative redesign to deliver actionable, user-tested solutions.
User Research, UX Design, Stakeholder Management
4 UX Consultants
Figma, Figjam, Zoom
8 weeks, Oct 2024 - Dec 2024, delivered
The Information Lab is a data consultancy firm looking to transform their website from an informational resource to a lead generator. After an initial round of user testing we uncovered a much deeper problem: the site wasn't generating leads because participants thought the company seemed fake. Through RITE: Rapid Iterative Testing and Evaluation, we redesigned the webpages central to a Decision Maker's user flow to provide The Information Lab with actionable, validated design solutions to solve their serious credibility gap.
In our client kickoff meeting, our client Mel shared that she wanted actionable design solutions to:
To achieve this, I led our team to align on the following scope and initial strategy:
It was important for our team to provide design solutions tested and approved by participants representative of potential clients of The Information Lab. To do this we proceeded to conduct 4 rounds of iterative redesign and user testing.
On the original website, even after users clicked to see "Our Services" , no information about those services appeared until 3 sections down the page. In my redesign, I brought the services immediately below the fold and expanded each into their own section to introduce more specific information, early in the flow.
In our first round of user testing, we validated and addressed our original hypothesis, but also saw there was still room for improvement.
We proceeded to conduct 3 more rounds of iterative redesign, but additionally asked participants to compare the original website and the redesign.
To reduce social desirability bias, we alternated the order in which we asked participants to review the original and new designs.
After an engaging final presentation with 15+ members of The Information Lab's team, Mel gave us a great LinkedIn shoutout and our designs are being implemented into the live site.
The job of a User Researcher is to deliver the truth, even when it’s hard: Some of the user testing feedback on the original website was harsh, but it's exactly that harsh feedback that needs to be relayed to the client so they can make necessary, meaningful change.
Prototyping is Designers' superpower. Not only does it align everyone on the exact design but it's an incredible tool for buy-in. When we shared our first prototype with Mel, she insisted upon immediately sharing it with the office to get buy in and put pressure on upper management to make design changes to the website.
As part of our redesign, we conducted a competitive analysis of other competitors' websites and it was evident that the visual design of The Information Lab's website was not as bold, sleek or polished as its direct competitors.
In an increasingly competitive market, users often equate visual design quality with brand trustworthiness. My hypothesis is that adopting a more modern aesthetic aligning with the contemporary marketing standards in the tech consulting space would improve user confidence and conversion rates.
