UserTesting Website Redesign
From information architecture to final pixels, and everything in between.
Challenge: UserTesting’s business strategy shifted from a focus on small businesses to large enterprise customers, and it needed to restructure its website accordingly. I led the redesign of UserTesting’s website and its customers’ “logged in” experience on the site.
Outcome: With the help of engineers, enterprise customers and user testers, I designed a new site for UserTesting that launched February 2015. The redesign significantly drove up business: we saw a 120% conversion rate increase and a 129% increase in enterprise leads as a result.
Before & after As our business shifted to enterprise customers, we needed a website that would capture their attention. We first made small content changes to the existing site before deciding that a full redesign was needed.
Homepage redesignDesigning the home page involved many steps: card sorting with enterprise customers to define the information architecture; rethinking menu structure; running usability tests with prospective customers; integrating feedback from marketing, sales and management teams; and defining the brand’s visual language.
Features page progression With so many stakeholders involved, I learned to focus the team’s attention on the structure and purpose of each page. I did this by keeping designs low-fidelity as long as possible until there was agreement.
User onboarding flows Usability tests showed that new customers were confused with the interface they saw after creating an account. Using this feedback, I created a number of different flows and redesigns, incorporating elements of progressive disclosure, to improve the onboarding experience.
Another onboarding flowBy using low-fidelity thumbnails of each page, I kept the team’s focus on the user’s journey, not on the minor design details of each page.
