Symform was going through a brand change at the time and the website needed to be aligned with the new look and feel. The old site had been in disrepair for a while and it was time to give it new messaging and a fresh look and feel. The flow of the existing Symform site was not producing the results the product and marketing teams needed either. A main goal was to go through the existing website and redesign the information architecture to be more clear and actionable. We worked together as a product team to analyze site usage to determine which flows were working and which were not. Another goal was to utilize Bootstrap to build a responsive design that easily accessible on all screen sizes.
My role as UX Designer was to work with the product and marketing teams and guide the design of the new Symform. I had just wrapped up a rebrand of Symform and was now able to take the website into a better visual direction as well. I worked along side my marketing counterpart to polish the user flows and optimize the user onboard paths on the site. I worked closely with the development team to build out the site in a responsive format and was able to help guide development with redlines. We were able to work fairly quickly on this project with the help of rapid wireframing in Omnigraffle and visual design in Illustrator and Photoshop.
The challenge was to take an under performing website to a place that would produce more downloads and subscriptions. We knew that we had a problem with the existing information architecture based off of the conversion statistics that we had seen. We had the challenge of taking a disappointing visual design and making it more compelling and better engage potential customers. This was one of the first responsive sites that the team had worked on so I also had the challenge of getting the development team up to speed on flexible grid system designs.
We knew we had a problem of getting users to the plans and pricing, but we had an even bigger problem with the conversion rate once those users had gotten into the funnel. I worked alongside the marketing team to optimize the design to improve our conversions.
