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[Case 03]

The Power of Web Design

Managed Service Provider

Attracting More Managed Service Clients With a Sleek Web Design

Boosting Conversion Rates for E-commerce Checkout

[Project Overview]

Faced with a 40% new client decline during early COVID, I redesigned the company website to streamline the user journey, clarify messaging, and build trust—leading to a measurable boost in engagement and inquiries.

[Problem Statement]

During the early months of COVID-19, the company experienced a 40% decline in new client acquisition. User behavior analysis revealed that the existing website lacked clarity, trust signals, and a streamlined path to conversion, creating friction in the user journey and contributing to decreased engagement and inquiries.

[Industry]

Managed Service Provider

[My Role]

Lead Designer

[Platforms]

Desktop and Mobile

[Timeline]

February 2020- May 2020

View Live Project

View Live Project

[Persona]

Stephanie Kulp

Director of Sales

[Goal]

Quickly browse our service offerings.

Increase conversion rates by optimizing CTAs

Modern and more trust worthy visual design.

[Frustrations]

The site feels outdated and hard to trust.

Too much repetitive information

Poor mobile optimization.

[Process]

[01] User Research

Sent out short surveys to previous and current clients to gather insights about what they look for on site.

Analyzed site metrics such as bounce rate, time on page and drop-off points to identify which pages were underperforming.

Spoke with various teams (marketing, sales, etc.) to understand business goals and client pain points.

[01] User Research

Sent out short surveys to previous and current clients to gather insights about what they look for on site.

Analyzed site metrics such as bounce rate, time on page and drop-off points to identify which pages were underperforming.

Spoke with various teams (marketing, sales, etc.) to understand business goals and client pain points.

[01] User Research

Sent out short surveys to previous and current clients to gather insights about what they look for on site.

Analyzed site metrics such as bounce rate, time on page and drop-off points to identify which pages were underperforming.

Spoke with various teams (marketing, sales, etc.) to understand business goals and client pain points.

[02] Insights

Users were unclear about the company’s offerings within the first few seconds of landing on the homepage.

Most drop-offs occurred on the homepage and services page, showing that content hierarchy needed improvement.

Users lacked trust in the brand due to outdated visuals, lack of testimonials, and missing contact information.

[02] Insights

Users were unclear about the company’s offerings within the first few seconds of landing on the homepage.

Most drop-offs occurred on the homepage and services page, showing that content hierarchy needed improvement.

Users lacked trust in the brand due to outdated visuals, lack of testimonials, and missing contact information.

[02] Insights

Users were unclear about the company’s offerings within the first few seconds of landing on the homepage.

Most drop-offs occurred on the homepage and services page, showing that content hierarchy needed improvement.

Users lacked trust in the brand due to outdated visuals, lack of testimonials, and missing contact information.

[03 Design Solution]

Simplified menus and restructured content for easier scanning and task flow

Redesigned responsive layouts for seamless mobile and tablet use

Created an “About Us” page that humanized the brand with team photos and job role within the company.

[03 Design Solution]

Simplified menus and restructured content for easier scanning and task flow

Redesigned responsive layouts for seamless mobile and tablet use

Created an “About Us” page that humanized the brand with team photos and job role within the company.

[03 Design Solution]

Simplified menus and restructured content for easier scanning and task flow

Redesigned responsive layouts for seamless mobile and tablet use

Created an “About Us” page that humanized the brand with team photos and job role within the company.

[04] Testing & Iteration

Conducted usability tests with 6 users to observe pain points in real-time

Created low-fidelity wireframes to test layout and information hierarchy

Adjusted design to improve clarity, CTA visibility, and content spacing

[04] Testing & Iteration

Conducted usability tests with 6 users to observe pain points in real-time

Created low-fidelity wireframes to test layout and information hierarchy

Adjusted design to improve clarity, CTA visibility, and content spacing

[04] Testing & Iteration

Conducted usability tests with 6 users to observe pain points in real-time

Created low-fidelity wireframes to test layout and information hierarchy

Adjusted design to improve clarity, CTA visibility, and content spacing

[Outcome]

Bounce rate dropped by 25% due to improved content clarity and structure
Client inquiries increased by 40% after launch
Users completed tasks faster and with fewer drop-offs on mobile

[Key Learnings]

Simplification is key

Users value a quick and easy process, especially on mobile.

Simplification is key

Users value a quick and easy process, especially on mobile.

Simplification is key

Users value a quick and easy process, especially on mobile.

Iteration is Essential

The first version of a design is rarely the final answer and so user feedback at every stage made the solution stronger.

Iteration is Essential

The first version of a design is rarely the final answer and so user feedback at every stage made the solution stronger.

Iteration is Essential

The first version of a design is rarely the final answer and so user feedback at every stage made the solution stronger.

Optimization

Mobile users made up a large portion of traffic so optimizing for speed, readability, and navigation was crucial.

Optimization

Mobile users made up a large portion of traffic so optimizing for speed, readability, and navigation was crucial.

Optimization

Mobile users made up a large portion of traffic so optimizing for speed, readability, and navigation was crucial.

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