We needed to find a solution to increase the traffic of the website since it was the main channel for the users to register into the platform. There was not a clear web structure and the interface was not user-friendly. The visuals were based on Shutterstock pictures.
Also, the website was not fully responsive and this lead to a really big problem since 65% of users had access to the website from their mobile devices.
• Define clear navigation to improve the user experience
• Responsiveness: a new mobile version of the website
• Design of new intuitive UI elements
• Make conceptual illustrations and icons from scratch
• Increase the number of registrations
• Improve the conversion rate
• Improve SEO ranking
• Establish Conrad Connect as the best choice in the IoT industry in Germany
IoT platforms are not easy when they are supposed to be for domestic use. Not everyone is familiar with the technology. However, many digital products are emerging and more people are buying them.
To understand how these digital products are being introduced, we conducted research based on a benchmarking analysis of the competitors. We analyse how these competitors are exposed on their marketing pages to convince users to register on their platforms or buy their products.
The analysis and the benchmark helped us to familiarize with the current market of IoT platforms, discover the business opportunities and the differentiation with the competence.
It was also really useful in terms of interface design because we could discover how similar functionalities have been solved at the level of interaction and design and how the IoT market follows similar patterns.
Once I have made conclusions of the analysis and shared them with my colleagues, together with the marketing team we spent a week interviewing five active users that met the requirements of our target. The marketing team had access to crucial data which provided the age range, gender, and location of our users. This data helped us to choose accordingly our 5 active users to interview them.
The questions were focused on what our selected users were expecting from the website, in what context they felt the need to open the marketing pages, what steps they followed by using it and the level of technological knowledge. Thanks to the interviews we could obtain a general picture of our users and understand their interests, motivations, and expectations while using Conrad Connect.
“Every time I have a problem with the plaform, I try to find the solution on the website. Most of the time I can’t find what I need.”
“I only used the website to register on the platform. I didn't go back in...”
“It is so hard to understand what this platform is all about. I understand almost nothing. A bunch of text with random images that say nothing.”
Firstly, we decided about the content and sections that the website must show up to fulfill our goals. Once the marketing team decided the final content that the new website would present, we started to define the website navigation. For this, we built this site map below:
Once we defined the structure of the website and we saw how the content would fit in every page, we defined different user flows with the help of the interviews we conducted previously. The user flows we mapped ended up helping us to understand the user behaviour while using the website and how it can fulfill their needs depending on the context.
We defined the essential visual characteristics of the website, such as typography, corporate colors, icons, and UI components. We also created all the conceptual vector illustrations to avoid Shutterstock pictures and make the website more visual with understandable information.
Each of the illustrations was designed to facilitate the understanding of all the features of the platform. In this way, we were able to avoid the use of generic images and give more personality to the product.
In addition to discovering which smart devices are compatible with Conrad Connect, the user also has the opportunity to acquire them.
As a fast-growing startup, the website needed a good-looking "work with us" page. Icons were designed to define better what is Conrad Connect about.
Because of our time limits, we couldn’t test the redesigned website with real users. Our Customer Support team tested the website during a half week under our observation. We gave them a set of tasks to evaluate if the website can fulfill the user needs and business goals. The main task was to finally register on the platform since the main goal of the website was to increase the number of registrations.
I could see how the Customer Support team could effectively solve the task that was given. The first input they had was to register on the platform.
After the validation process, I adjust and made some changes until I arrived to the final product.
The new website has had a positive impact on how users make use of it and has been reflected in the business results.