Conversionista!
Revamping Conversionsita! website by a data driven design approach
Client: Conversionista!
Timeline: 5 weeks
Team: 5 UX/UI designers
Role: UX Designer/Data Analyst
Conversionista is a digital marketing agency and one of the largest CRO companies in the Nordic region. I redesigned Conversionista! website through a data-driven approach, ensuring that my decisions were based on thorough data analysis in order to generate more business leads. We delivered a high fidelity prototype of the website and a concept presentation to CEO of Conversionista!
Summary
The challenge was to revamp the Conversionista! website through a data-driven approach, ensuring that decisions were rooted in thorough analysis and valuable insights.
What was the challenge?
As this project emphasised a data-driven approach in UX, and with my curiosity to learn more about data in UX, I actively participated in all stages of the design process. My main areas of focus included research, data analytics, and UX design. Through research and data analysis, I worked on identifying meaningful patterns to create intuitive and engaging experiences.
What was your role Kasem?
Solution
We created a new website for Conversionista emphasising on storytelling to convey the purpose and values of Conversionista utilising a data-driven approach. We maintained Conversionista's quirky personality while implementing a clean design. Additionally, we combined psychology and design principles to enhance the user experience and drive desired actions.
The process
Gathering a lot of data
- Heuristic evaluation: We began evaluating the user experience of the website by documenting the aspects we believed were functioning well and those that needed improvement.
- Maze study: We conducted a first impression test to assess the current version of the website.
- Survey sent to C! employees: To align the C! website with the team's beliefs and values, we distributed a survey among C! employees.
- Interview: We conducted an interview with a team member to gain a deeper understanding of their role and responsibilities.
- Exploration of red brands: Considering that red is C!'s primary brand color, we explored how other companies utilize red in their storytelling and how we could assist C! in implementing similar strategies.
We collected and analysed data from various sources and platforms. Conversionista granted us access to their Google Analytics and Hotjar. Additionally, we conducted our own independent research.
Working on the heuristic evaluation
Maze study & Red brands exploration
Data analysis
At this stage, we have accumulated a substantial amount of data, surpassing our initial expectations. Our Miro board reached its maximum capacity, and we had various datasets dispersed across different platforms.
We resolved this challenge by consolidating the data into a single Excel file, serving as a central reference point.
After meticulously reviewing countless sticky notes and organising our data, we were able to distill the information into three actionable insights.
Moment Of Truth
Insights
We clustered our data, and we derived three main insights:
- Prioritising the "why" aspect of Conversionista is a pivotal factor in enhancing conversions and user engagement.
- The initial impression users form about your company has a profound impact on their perception, level of trust, and subsequent engagement.
- Emphasizing the educational and knowledge-sharing aspects of Conversionista can greatly enhance user engagement, foster trust, and position the company as an authoritative resource in the industry.
Hypotheses
Since our design decisions were intended to be data-driven, we generated numerous hypotheses based on the data we collected from various sources. We ensured that all our hypotheses were based on thorough research and insights. Consequently, we accumulated a substantial number of hypotheses. However, due to the strict deadline, we prioritised the most crucial and relevant hypotheses aligned with our project brief and client requirements before moving on to Figma.
Hypotheses (Blurred due to NDA)
Sketch & Design
We utilised the insights gained from our research as a guiding framework for our design choices. Additionally, we took into account the feedback provided by our stakeholders. Throughout the design process, we emphasised the implementation of storytelling and the humanisation of our design to establish a genuine connection with users.
Lo-Fi Sketches
Final Result
We implemented a clear storytelling line by enhancing the superheroes theme, we humanised Conversionista! superheroes to establish a stronger connection and relevance with the users.
We aimed for a quirky and bold design to highlight the playful and humble aspect of Conversionista!, while also ensuring a balanced representation of their professionalism.
We applied the law of reciprocity by emphasizing the knowledge-sharing aspect of Conversionista!. We created C! Academy where users have the opportunity to explore a wealth of knowledge before being asked to sign up for a course or engage in a paid service.
Figma Clickable Prototype
Personal Reflections
Data is important, but having a clear structure is essential: We faced significant challenges with data scattered across multiple platforms. It was easy to lose track of key information, therefore consolidating everything into a centralised location became crucial. This organization served as a reliable reference point, ensuring more effective analysis and better decision-making
Storytelling is a game changer: Humans are emotional creatures, and storytelling serves as a powerful tool. As designers, it is our role to implement storytelling techniques to create impactful and engaging experiences.