Data-centered redesign for
CONVERSIONISTA!
Executive summary
💡 My role
Stakeholder management & presentation
Data analyst
Hypothesis formulation
UI Designer
Develop the end product - high fidelity clickable prototype
The brief was to redesign Conversionistas desktop website in high fidelity. Each design decision must be connected to data in order to back up the reasoning for the design. Anchoring our design decisions in data made it easy for us to deliver the stakeholder actionable improvements. Conversionista was pleased with our designs and our reasoning for the recommended design changes. 🎯
✨ Top findings
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Surveys findings shows that employees have expressed for a more reflective website with the keywords being value, talent, career and industry leading being the most frequent.
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Users test show that users perceive the websites information hierarchy to be unclear.
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The value of C! might not be commnunicated to the users due to them not spending enough time on each page.
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Specific roles on career has a low conversion rate - even though the Career page has a large amount of traffic
The result
It was important for us to stay true to C!’s brand in our end result. Since they’re an industry leading company our goal was to modernize their existing website and give actionable recommendations on improvements. As a team we’re proud of what we accomplished and based on C!’s feedback - so were they.
Don’t forget to check out how ended up here further down.
CONVERSIONISTA - A.K.A C!
Project description:
Deliver a high fidelity prototype of the next Conversionista website for desktop. Present the reasoning for each design decision aswell as the end product for C!’s management team.
Client
C! are conversion optimisers who helps their clients use actual data instead of guesses. Armed with scientific methods, they reveal the customers’ growth potential and help them reach their business goals. C! are industry leading Conversion rate optimizers in Sweden.
🔍 THE PROCESS
The Triple Diamond consists of an extra middle section which focuses on hypothesis formulation & acceptance/rejection, statistics, visualization and interpretation. The framework was a great asset for us in the project as it’s easy to drown in data, it helped us to stay on track and always be aware of the next necessary steps.
Tools
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Figma
Figma was used in the design phase to build low to high-fidelity wireframes.
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Protopie
Protopie was used to finalize the clickable prototype. Protopie is a great tool when it comes to prototyping big projects.
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HotJar
We used HotJar in order to reveal the online behaviors of users & collect feedback. It’s a visual tool which helped us empathize with users.
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Google analytics
GA informed us on actual data points such as e.g. conversion rate, bounce rate.
Discovery
We first started out with setting up a structure of how we would like to work, desired outcome & what goals we have, individually and as a team. The framework used was Point Of Departure.
Some of my goals & skills I wanted to develop was the following
Feel confident in making data driven design decisions
Improve my stakeholder management & presentation skills
Improve my skills in Figma, Protopie, HotJar & GA
Data analytics
Thereafter we went straight into the depths of data analytics. Quantitative data is an ocean you can easily get lost in if you don't have any direction. So in order to tackle the quantitative research with confident steps, I formulated specific questions to research before embarking on the research journey. I then used google analytics & HotJar to find relevant data points.
Employee survey
To get an idea of how the Conversionistas management visualized the company we sent out a survey to help us align with the stakeholders vision on what the redesign should contain.
I also tested their current website with their user target group - below are some valuable quotes. 🗣️
“Missing? A collected view of what they do”
— Woman, 33, Senior UX Designer
“Unclear structure, especially their career page”
— Male, 33, Front end developer / Cloud Software Engineer
Visualizing the data
We turned our workspace into a chaotic but understandable mess by putting post-its notes on every specific datapoint we had collected. The visual process helped us spark creative ideas and brainstorm on solutions.
✍️ Hypothesis time!
I created hypothesis, one for each design decision. It made the process smooth going forward - as we always knew what to design & for what purpose.
Due to NDA reasons i’m unable to disclose specific data points and therefore the hypothesis for the project (that’s why they’re blurry).
But, hey atleast you can see a picture that they exist.
It’s design time!
At this stage we divided pages within the group to design, my main responsibility was the career & home page.
FROM LOW-FI TO HIGH-FI
🥳 Presentation & feedback
Me and my teammate Leon presented the Hi-Fi prototype for the Head of Recruitment at Conversionista & a Data analyst. Walking through the prototype and the reasoning for each design decisions & recommendations for C! in the future based on data we discovered.
The feedback was great!
“ Your presentation was great! You articulated and presented your ideas super clearly and professionally! The script, slides and design when put together made the whole idea come to life.”
“Great presentation & designs, I like that you designed features which are easily tested & implentable”
Takeaways & reflections
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I think that working with data is extremely rewarding. Drawing insights & designing concrete actionable solutions that stems from raw data points is fun. I also learned that it’s a very smooth way of working when you have the correct tools to gather raw data - since it leaves little room for interpretation. E.g. Data A shows that there is something wrong - how can we fix it? Straight to the point.
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Since there was a time constraint on the project and we designed a fully fletched clickable hi-fi prototype in just 5 weeks. It would have been interesting to conduct further testing & iterations on the prototype, to really discover if our solutions solved all the problem areas we discovered.