Revamp Outreach Page

UX Design
UX Research
role
UX Designer (Contract)
duration
Jun 2023- Aug 2023
team
Marketing team
ABOUT
Grasp Technologies is a cloud-based suite of solutions that helps businesses manage travel data and generate reports. The objective of this project is to improve the user experience, particularly in the areas of signing up for demos and webinars, thereby boosting conversion rates.
Grasp Technology Outreach
Existing Grasp Technology marketing primarily relies on the Resource Center page, where users can access to webinars and ebooks, and the Sign up for demo page.
Outreach Challenge
How do we unify the user experience across ad and marketing platforms while ensuring that the customer is enticed to engage further, either by signing up for a product demo or attending a webinar?

Hypothesis

Post the initial feedback, we formed 2 hypotheses:
  • ‍Hypothesis 1: Addressing the emotional pain points of non-technical business users can significantly enhance their experience with data analysis tools.
  • Hypothesis 2: A unified landing page, which seamlessly merges ad and marketing facets, will efficiently guide users towards desired action, driving more engagement and valuable feedback.
User Research

Research & Strategy

Diving deep into user research and competitive analysis, I uncovered several emotional pain points of non-technical users when analyzing data. These insights were pivotal in reshaping our approach, focusing more on alleviating frustrations and building user confidence.

Emphasizing Grasp's supportive role and focusing on the values we could offer, I spearheaded the design of two distinct ad campaigns, each targeting the user's pain points and positioning Grasp as a tool designed for their success.

Usability Testing

I conducted a usability test via UserTesting.com. We interviewed 5 participants across backgrounds in finance, procurement, and travel management. We asked them to browse our resource center and sign up for demo/webinar and we observe how they went about doing it.
  • ‍Finding 1: Date, time, and format of webinar is missing and confusing
  • Finding 2: Not sure the value of signing up
  • Finding 3: Web design lacks consistency
final design
Solutions
Given the findings, the landing pages underwent a design overhaul. I focused on driving users towards actionable steps like "sign up for demo" and "webinar". The new layout emphasized product features, benefits, and highlighted the value Grasp could bring to a user's business.

By emphasizing Grasp's commitment to user success and highlighting the company's core strengths, the redesigned pages became a potent mix of information and engagement.
Before
After
Before
After
Before
After
learnings
Learnings
This project underscored the importance of understanding the user's emotional journey, not just their functional requirements.
‍
We took a deep dive into the intersection of user-centric design, marketing strategies, and business objectives. The journey, from understanding the non-technical users' pain points to devising strategies to address them, was both challenging and immensely rewarding. The primary lesson was clear: An empathetic understanding of the user is key to creating designs that not only look good but also deliver tangible business results.

Other projects

Fidelity Investment - FCAT
Triton Mentor
Vanguard Robo-Advisor Dashboard
Convo AI
Made by norry 🧋© 2023
Linkedin