Growth-Driven Redesign

Strategy

The client asked to refresh the current website. I have investigated in the buyer persona, the target group and the wish of the client. During the process, I concluded that the fundamentals of the current website do not meet the requirements to continue improving their existing website. It had to redesigned completely. Because of this significant change, I worked following the Growth-Driven Design methodology. Following this method, I will launch a launchpad website as soon as possible so it can be measured with real user data and improved afterwards.

Re-Infrastructure

Because the fundamentals of the website don’t meet the requirements, I analysed the current infrastructure and created a new proposal. The most significant change was that the solutions page wouldn’t be displayed on one page, but will integrate throughout the whole website. The website is sorted by their customers: governmental agencies and service providers. This change was created because of user behaviour on their website.

Redesign

The essential point was to create rich pages which would offer multiple sub-products, other than short pages for each sub-product. The client asked to add mysterious photography. Their brand colour orange should only be used as accents and detailing. Because filling in the contact form is the call to action, I added one on each page.

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Redesign of Homescreen

Redesign of XYLON Product

Mobile

Of course, the experience on smaller screens has to be even good or better than the desktop one.

User-based Improvements

As soon as the website went online, a variety of tools were active to track user behaviour on the refreshed site. We use data from heat maps, recordings, analytics, Google Ads, and more. By observing and interpreting this behaviour, I could make up the things that have to change to provide a better user experience.

Roadmap

Because the website does follow the Growth-Driven Design methodology, I have created a roadmap about the period after the launchpad website. Following the agile principle, improvements are continuous and in line new strategies, client wishes and real user data.

Reflection

When working for a client, they decide how it is going to look like and how it’s structured. Using the Growth-Driven Design methodology, you make improvements based on real user input. I would personally never provide four buttons above the fold of the homepage, although this was a client requirement and users seemed to use it. I would also put more under the fold of the homepage, instead of company information only. I would briefly introduce the available products underneath each other instead.

Background

DigiVox B.V. assigned this project within my role as a freelancer. During the process, there was a close collaboration between three people who have personal gains from the product's success. My part was dedicated to identifying the problems, designing and developing.