Objective:
Improve user experience and engagement with the company's marketing website through the adoption of UX research as part of the website management process. The results of this one-year project were proven successful in general web metrics, user engagement net promoter scores, and team efficiency due to the adoption of agile practices.
Process:
The development of a project process helped the marketing and cross-functional teams remain aligned during the implementation and reiteration phases.
Website audit and project roadmap
The first phase consisted in completing the first two parts of the process, gathering data from the audit, discovering opportunities, and building project OKRs and benchmark metrics.
User research to inform website refresh
During this phase of the project, we executed multiple user tests, competitor analysis, customer and prospect surveys, and gathered the data to inform website refresh and to build a user-centric culture within our marketing team.
Card sorting test to inform changes to IA and website navigation
Competitor analysis on IA to provide
cross-reference data to the
card sorting exercise
cross-reference data to the
card sorting exercise
Task flow virtual user tests to improve the
journey to request a demo
journey to request a demo
Website refresh and results
Upon collecting all the data from the research phase, we kicked off the website refresh project using agile methodologies with the support of an agile coach. In less than a year, we were able to see positive results from the changes implemented.
Research tools:
Optimal Workshop for card sorting
Qualtrics for customer and prospect surveys
Hotjar for user feedback survey
Validately for surveys
Userfeel for virtual user test
Additional data sources:
Google Analytics
CrazyEgg heatmaps
Project collaboration:
WP Engineer, brand designer, UX researcher, agile coach, and UX writer.