FCW
FCW
FCW
Leveraging user research to optimize lead generation
Leveraging user research to optimize lead generation
Leveraging user research to optimize lead generation
A look at how I approached rebuilding and redesigning the header for our feature website as part of a full site makeover.
A look at how I approached rebuilding and redesigning the header for our feature website as part of a full site makeover.
A look at how I approached rebuilding and redesigning the header for our feature website as part of a full site makeover.
Project Completed
Project Completed
Project Completed
2021
2021
2021
Project Roles
Project Roles
Project Roles
UX/UI, Branding, User Research, Usability Testing, Management, Information Architecture
UX/UI, Branding, User Research, Usability Testing, Management, Information Architecture
UX/UI, Branding, User Research, Usability Testing, Management, Information Architecture
99%
adoption
99%
adoption
20
new components
20
new components
10x
annual events
10x
annual events
10x
annual events
1
layout
1
layout
Background
As the senior web designer at a mid-sized B2B media company, I spearheaded an initiative to analyze our analytics in response to a significant increase in user traffic to our flagship product.
As the senior web designer at a mid-sized B2B media company, I spearheaded an initiative to analyze our analytics in response to a significant increase in user traffic to our flagship product.
Product Screenshots
A clipping of the audits that were completed of the existing platform.
Caption
Caption
Caption
— Problem Statement
How are users driving the increased traffic to our website, and what paths are they taking once they arrive?
How are users driving the increased traffic to our website, and what paths are they taking once they arrive?
Strategy
I researched and reviewed web site analytic services and recommended utilizing additional analytics software capable of expanding our analytics insight, specifically leveraging heat mapping.
Heat mapping would capture click frequency after the users landed on our site. We knew most of our traffic was coming in through our newsletter but wanted to know where they were going after first engagement.
I researched and reviewed web site analytic services and recommended utilizing additional analytics software capable of expanding our analytics insight, specifically leveraging heat mapping.
Heat mapping would capture click frequency after the users landed on our site. We knew most of our traffic was coming in through our newsletter but wanted to know where they were going after first engagement.
Skeleton designs for different components
Execution
After analyzing our site and heat map tests we identified two core improvements: focus our efforts on the newsletter since it was driving over 85% of our traffic, and redesign our header and main navigation to emphasize our newsletter call to action while also reducing the total number of actionable links.
After analyzing our site and heat map tests we identified two core improvements: focus our efforts on the newsletter since it was driving over 85% of our traffic, and redesign our header and main navigation to emphasize our newsletter call to action while also reducing the total number of actionable links.
Product Images
Existing color range within their accessibility and design guidelines
Updated color palette
Challenges
Our existing web site analytics needed more sophisticated tracking features to have a better understanding of the traffic patterns the sites were experiencing. Identifying the source of our traffic spike was the largest and most important challenge at this stage of the project.
Our existing web site analytics needed more sophisticated tracking features to have a better understanding of the traffic patterns the sites were experiencing. Identifying the source of our traffic spike was the largest and most important challenge at this stage of the project.
Final skeleton design example for data page
Results & Metrics
By reducing the total number of links within the site header we were able to better customize and control editorial themes which converted into larger client contracts and by including a new call to action within the main menu, creating a new user capture funnel for newsletter subscriptions, new user signups increase roughly 20% month over month.
By reducing the total number of links within the site header we were able to better customize and control editorial themes which converted into larger client contracts and by including a new call to action within the main menu, creating a new user capture funnel for newsletter subscriptions, new user signups increase roughly 20% month over month.
Updated information design and charting
Final designs user