Overview
Axsium Group, a leading workforce management consulting firm, sought to enhance the user experience of their Planara product page to better serve clients and showcase the product's unique value proposition. As a UX Designer on the project, my role encompassed researching user needs, creating wireframes, developing a clickable prototype, and delivering the final design to the client.
Goals
Improve Usability: Enhance the navigation and information architecture to make it easier for users to find information about Planara
Increase Engagement: Create a design that engages users and encourages them to explore the full range of features that Planara offers
Drive Conversions: Optimize the page for conversions by implementing a clear call-to-action (CTA) that leads users toward a demo or contact form
Process
Research
Before drafting designs, I conducted a thorough analysis of the existing Planara product page, user feedback, and analytics data to identify pain points and opportunities for improvement.
Findings
Users were not engaging deeply with the content, often leaving the page after only skimming the top section
The value proposition was not clear enough, causing potential customers to leave without understanding Planara's benefits
The existing CTA was underperforming, with low click-through rates for demo requests
Wireframes
I developed low-fidelity wireframes to address the issues identified during the research phase. The new design focused on:
Simplified Navigation: Streamlining the page structure to ensure users could navigate the content intuitively
Information Hierarchy: Establishing a clear information hierarchy to guide users through Planara's features and benefits
Enhanced CTA: Redesigning the CTA to be more prominent and persuasive, prompting users to take action
Clickable Prototype
Using the wireframes as a foundation, I created a high-fidelity clickable prototype using tools like Figma. This prototype:
Showcased the new layout with a refined visual design that aligned with Axsium's branding
Allowed stakeholders to interact with the navigation, content, and CTA as if it were the final product
Enabled us to conduct user testing and gather feedback on the design before the final development phase
Design
With insights from the prototype testing, I refined the design, ensuring that it was both aesthetically pleasing and functional. This phase included:
Finalizing color schemes, typography, and imagery that matched Axsium's brand identity
Ensuring that the page was accessible, with consideration for users who may have disabilities
Preparing the design for a responsive layout to ensure it performed well on all devices
Delivery
The final design was delivered to Axsium's development team using Zeplin, which streamlined the hand-off by providing developers with all the necessary specifications and assets.
Results
Post-launch analytics indicated a significant improvement in user engagement:
The bounce rate on the Planara product page decreased by 35%
The click-through rate for the demo request CTA increased by 50%
User feedback collected post-launch reflected a better understanding of Planara's benefits, with a 25% increase in reported user satisfaction
Reflection
This project underscored the importance of aligning the user experience with the business goals. By focusing on the user's needs and expectations, we were able to create a design that not only improved the aesthetic appeal of the Planara product page but also contributed to Axsium's bottom line through increased engagement and conversions.
The success of the Planara product page redesign demonstrates the value of a user-centered design approach, especially in the context of B2B products where clarity and communication of value are paramount.