Project
Customer Development testing performed that allowed to double user session time
Goal
To create a website with a modular structure that can be updated without coding. The website should correspond to the updated positioning of the company and work as an effective tool in the sales chain.
Obstacle
- to select from a variety of customer journey maps (CJM) the main ones and split them into specific steps.
- to determine what needs the client has at each step of his user journey, and meet these needs at the level of website UX, content, and UI-elements.
Solution
At the initial stage, we collected and analyzed information about our clients and how we communicate with them. Based on the data, avatars, context, and interaction scenarios were compiled, the most probable CJM were created. Then we started iterative development of a wireframe and internal and external testing.
The internal testing with company employees generated insights into the form and structure of the site, which allowed us to polish off the rough edges and build the UX/UI. External testing with target audience helped to finalize the UX and make the content as relevant as possible to the client’s business needs. Based on the testing results, we determined what information is lacking on the service pages to make them in demand, whether it is convenient to use filtering in cases section, how information about the company, its awards and achievements is perceived. CustDev allowed us to track the interaction of the target audience with the product and implement only those changes that were statistically confirmed.
It took seven months to create the new website. The team consisted of a Business Analyst, Backend Developer, Frontend Developer, Designer, QA, and PM. Based on the results of the first weeks after release, we received confirmation that the new website solves the tasks assigned: relevant content was added, the structure was optimized, the page loading speed was increased, and the site acquired a modular structure allowing for more flexibility.
A month after the release, the website achieved the following results:
- traffic +40%;
- retention rate -30%;
- average number of pages viewed +14%;
- session duration х2.
Design samples
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