My Role
I worked on this project as a User Interface and Interaction designer for HP and was responsible for all wireframes, visual designs, and prototypes for the responsive website. I was paired with a senior UX Designer who led the research to define user needs and design goals.
We worked in close collaboration with marketing, business development and engineering. The duration from start to launch was about 3 months.
The Problem
Sales Growth Has Slowed
Sales Growth Has Slowed
The main sales tools for our new product were brochures, demos, and 1:1 conversations in various conventions around the globe. Due to the lack of a marketing website to help potential customers evaluate the technology, our business development team was bogged down answering basic questions of how the product works. This led to a slow down in sales growth for the product and emerging technology.
The Challenge
Help Customers Evaluate the Product
The goal was to stimulate slow sales growth, improve on existing sales tools, and alleviate early hand holding during the evaluation phase by building a website that spoke to customer needs and common questions.
We sought out to answer these high level questions:
1. What information are customers looking for when evaluating the technology?
2. How do we improve customer understanding of the high level end-to-end process and ecosystem?
Help Customers Evaluate the Product
The goal was to stimulate slow sales growth, improve on existing sales tools, and alleviate early hand holding during the evaluation phase by building a website that spoke to customer needs and common questions.
We sought out to answer these high level questions:
1. What information are customers looking for when evaluating the technology?
2. How do we improve customer understanding of the high level end-to-end process and ecosystem?
Creating personas to help understand user needs
While working with business development and product management teams, we developed a series of personas to help understand customer needs, goals, and pain points.
Structuring the information and content
Once we better understood our user needs, the goal was laying out the website in a way that spoke to our customer personas and to provide the right path to answering questions about the benefits of the technology and how it works.
To do this, we iterated on sitemaps and wireframes to build foundation of the website with each area of the website answering common evaluation questions such as:
• What are the benefits of the technology, what industries does it apply to, and what are the solutions it provides?
• What are the benefits of the technology, what industries does it apply to, and what are the solutions it provides?
• How does the technology work and what is involved with integrating the technology?
• What are the next steps and how do I find out more?
One we had alignment on the structure and wireframes, the page layouts and content began to take shape.
Easier understanding of the technology
To help customers understand the integration of Link Technology into into existing workflows and the end-to-end process, we needed to provide informational content that simplified the complexity.
We created a How it Works page that included an ecosystem diagram of how data comes in and out of our database throughout the supply chain. This page also focused on showing the workflow involved with creating serialized products and a general overview of what happens at each step. For deeper guidance and details, we included links to pages with more technical details.
The ecosystem diagram showing the end-to-end product lifecycle, the key events at each step, and how our platform fits in.
Exploring mobile versions of the diagram including having a different layout and design for smaller screens.
We created an overview of the end-to-end workflow and lifecycle of the products. The first step was going from whiteboard sketches to a digital version. We then went through several iterations while fine tuning the content of each step in the workflow.
Our final How It Works page, showing the overall process and step-by-step workflow with access to more detailed educational resources.
To measure how successful we were in creating content that was easy to understand, we created prototypes and used online tools to create walkthrough scenarios to gauge user's understanding of our offering once they navigated through the key pages.
To help demonstrate the capabilities, benefits, and uses cases of the product to potential customers, we created a variety of mock products. This included packaging files, websites, and branded experiences to simulate the ecosystem of the technology.
The Outcome
The end result was a website launch that was well received by internal management teams and was a huge improvement over existing sales materials used by our biz dev teams. This work also played a big role in increasing customer adoption and alleviating heavy efforts to hand hold customers during the evaluation and onboarding stages.