Executive, CX/UX lead, AI, brand
The journey of redesigning the StartupOS marketing experience.
As the experience leader, I led a skilled team of researchers and designers in redesigning the StartupOS website. Collaborating with marketing executives and our business team, I ensured our strategic vision came to life. From guiding the direction to seamlessly integrating our modern design system, we crafted an exceptional web experience for our users.
The Problem
As our marketing efforts grabbed the attention of the startup community, we realized the urgent need to sharpen our message and navigational experience for acquiring new customers and expanding our partnership opportunities. We were missing critical communication in promoting our latest events and platform offerings leading to declining conversion rates.
The Solution
We refined the messaging across our website to succinctly communicate the value propositions of our products and services, ensuring clarity and resonance with our target audience. Our comprehensive communication strategy effectively showcased our new event and platform offerings through dedicated landing pages and campaigns. Additionally, we conducted a thorough review of the website's navigation structure, streamlining the information architecture and categorizing content logically to enhance the overall user experience. Prioritizing usability testing, we gathered feedback and made iterative improvements, ensuring that the website was intuitive and optimized for driving conversions. All of which was measured by an increase in conversion rates, partnership revenue, and event registration.
The Research Process
Methods & techniques: We conducted qualitative and quantitative HCD research through varying techniques (interviews, workshops, thought leadership sessions, usability testing, and surveys), to gather customer insights, data and feedback to understand our primary challenges and opportunities for improvement.
Our recruitment efforts spanned various channels, from social media outreach to email campaigns, and in-app announcements, ensuring a diverse pool of participants.
Collaborating closely with marketing and business stakeholders, we aligned our go-to-market strategies with our partnership goals, pinpointing potential conversion and revenue avenues.
Leveraging tools such as Zoom, Userbrain, Dovetail, and Figma, we conducted comprehensive interviews, workshops, and usability testing, dissecting challenges in our messaging, partnership offerings, platform features, and event announcements.
Facilitated thought leadership workshops to ensure alignment between stakeholder needs and customer feedback,
Led ideation sessions to drive us towards streamlined information architecture, target persona identification, empathy mapping, and wireframing to prioritize key features and opportunities.
Key Insights: gathered data from 100+ key stakeholders and users of the site, as well as industry advisors.
Feedback highlighted a common sentiment among founders regarding ambiguity in the website messaging, particularly concerning platform functionalities and benefits.
Users reported difficulties in navigating the website, indicating a need for improved information architecture and streamlined user pathways to enhance the overall browsing experience.
Analysis revealed a correlation between declining conversion rates and communication gaps in our event messaging, emphasizing the importance of clear and compelling content to drive user conversion.
Despite existing partnership offerings, there was a need to highlight the potential for expanding collaborative opportunities to increase revenue through improved communication and visibility.
Through discovery, we established our business needs while identifying gaps within our overall messaging and navigational experience
I facilitated a brainstorming workshop to identify key opportunities and features for improvement.
Website Messaging: Create clear platform messaging to align with user expectations and enhance overall clarify of features, functionalities and benefits.
Improve Website Navigation: Streamline information architecture to alleviate difficulties in website navigation, provide clear CTAs for users, and improve the overall browsing experience.
Event Messaging: Create higher visibility with event messaging to ensure clear and compelling content to drive user engagement and boost conversion rates.
Partner Opportunities: Highlight the potential for expanding collaborative partnerships to increase revenue streams, emphasizing improved communication and visibility strategies.
Ideation: I guided the team through both brand inspo and wireframing workshops with prioritization, stack ranking and voting. I emphasized the need to create a consistent voice and vision between our marketing and product platforms. Throughout our lo-fi refinement process, each member contributed input as we selected the most viable options. Through collaborative voting, we prioritized features that we believed would effectively address our customer challenges.
Experience & Design System: We initiated our high-fidelity prototyping for the StartupOS marketing website redesign, utilizing our responsive design system to ensure a seamless user experience and consistency across all platforms. Our modern design system adhered to accessibility principles, maintaining coherence throughout the StartupOS ecosystem.
The Experience
Final Reveal
We successfully refined our website messaging to resonate with our audience, showcasing our latest offerings through tailored campaigns, and enhanced navigation for a smoother user experience. By prioritizing usability testing and iterative improvements, we created an intuitive web presence driving an increase in conversions, partnership revenue, and event registrations, reflecting our commitment to user satisfaction and accessible design. Through collaborative efforts, we developed a strong digital presence for the StartupOS marketing website.
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