Webpage design to increase form submission and customer engagement
Company: SSRD
My role: Visual & UX Design
Date: 2018
Designing a catchy webpage is just as important as its being informative and clean. This case study documents the process of designing the webpage for SSRD, a software development company based in Maribor, Slovenia. Their services include secure web and mobile application development, code revision, penetration testing, secure coding trainings, blockchain, etc.
Problem:
The client aimed to build a webpage that would have a unique look and vibrant illustrations that would stand out from the competitors. The webpage should have clear visual hierarchy to direct customer’s attention in a specific order.
My role:
Collaborated with stakeholders and developers to deliver user-centred solution
Ensured decisions on designs are aligned with business goals
Created wireframes, design process flow, UI designs and prototypes
Designed responsive, unique and clean webpage that would stand out from similar ones
Strategy & Research
I started with setting up a workshop to gain understanding on the business goals and prioritising brand attributes. Together with the product lead and stakeholders we put together a mission statement.
Target Groups - How is our target audience?
Culture - What is our description?
Voice - How do we want to sound to others?
Feeling - How do others feel about us?
My early iterations featured three main elements:
Simple navigation bar
Short description about the company and easy access to contact them
Detailed description of their services
Whilst the customer is navigating I kept the new logo, which I had previously designed, visible in the upper left corner of the page, without stealing their whole attention. I aimed to draw their attention more toward to the action points in order to reflect the three main goals: inform, contact and services
Design
Once I’d decided on the structure of the page, the next step was to draw the illustrations. I used the illustrations as components to help customers understand the idea of the services the company provides.
Now that I’d chosen a direction, I created a central illustration to highlight the main services the company provides.
After presenting my client the illustrations and the concept for their company webpage, it was time to start designing the webpage. I finalised the style guide based on my sketches. Since I was designing for mobile first, I wanted to make sure the fonts were well readable by using a different style of Rubik font.
Hi-fi wireframes
Once I got the final content I created a high-fidelity interactive prototype for web and mobile view in Adobe XD. You can see the live webpage here.
In the first two months of launching the webpage, we saw a 10% increase in form submission and 28% improvement in customer engagement rate.
This improvement resulted in the business gaining 2 new clients and demonstrating a significant enhancement in both form submission and customer engagement.
