ARI NETWORK SERVICES
Creative Direction / Strategy / Web Design
Creative Direction / Strategy / Web Design
Modernization and simplification of legacy SAAS website serving 8 vertical markets
Project background
ARI served eight different vertical markets with unique dealer solutions, OEM/distributor customers as well as a separate international audience. The previous website was very dated and had a single “contact us” CTA. Potential clients complained that the client’s services were generic and that the company didn’t know their industry.
High-level goals
01 / USER EXPERIENCE
01 / USER EXPERIENCE
- Create unique user experiences for buyer personas in each vertical market, using visuals that resonated with the buyer and signaled the company was part of their vertical, not just marketing to it
- Make it easy for current customers to access products and support
02 / TRAFFIC & CONVERSIONS
- Attract traffic and showcase thought leadership content
- Drive demo appointments
My role
I was responsible for everything from research evaluation to strategy collaboration with the marketing director, to information architecture, to wireframing and the full visual design. I also made sure the final build matched the vision and design.
- Collaborated with internal stakeholder on research design and evaluated all client research to ensure we took a human-centered approach to helping connect site visitors with the content that fit their stage of the customer journey
- Collaborated with internal stakeholder on high level UX and information architecture (IA)
- Created new visual brand style guide
- Developed website wireframes, prototypes and final visual design and handed off files to developer to build
- Tested site and collaborated with developer on punch list of changes up to, and following launch
Research methodology
- Interviews with internal stakeholders: product, sales, retention, service
- Heatmap review of user behavior (Hotjar)
- Google Analytics analysis reviewing user flow and pre-conversion drop off
- Transcript review of sustomer interviews and customer surveys
- Third-party research – motorcycle industry council, boating industry surveys, etc.
Launched: Summer 2017
Post-launch results
- Increased traffic 352% YOY
- Introduced online demo bookings, contributing to 12% increase in revenue in first quarter
- Reduced in-bound call/email volume for login access
- Facilitated the automation of customer service request routing for faster service
