Valtech
Usability Improvement
Challenge
The marketing team intended to increase engagement. Based on the analytics, I hypothesised that users were interested in propositions, however, they weren't able to achieve their goals.
Goal
- Increase the user engagement
- Improve accessibility
- Transfer designs into Figma
Approach
- Conducting a usability audit and analyzing website analytics
- Interviewing the product owner, marketing team, and content editors
- Evaluating the information architecture
- Creating wireframes and detailed prototypes
- Designing for a mobile-first approach and desktop version
process
Homepage
The page structure was reimagined in order to enhance the browsing experience. What was done is the improvement of the visual hierarchy, namely, title order, and enhancement of CTAs.
Accessibility
What was done:
- Improved page structure
- Introduced clear affordances
- Created tab route
- Introduces Skip to the content link
- Promoted alt text
- Improved Color contrast
- Improved font size
Navigation
The previous version of the site had the navigation hidden within the menu. I made the top navigation explicit. This approach ensures that users can easily access the main sections of the website, regardless of the page they are on.
Breadcrumbs are another navigation element that was added to enhance the user's experience. Breadcrumbs provide a trail of links that indicate the user's location within the website's hierarchy. This was missing in the previous website version, which had a different purpose and functioned more like a landing page.
The navigation included a sub-navigation layer. It was decided to remove this navigational layer.
Services and Industries
What was done:
- Implemented cross-linking between services and industries
- Offered tailored content generation for a specific audience
- Differentiated content types (white papers, podcasts, case studies)
Result
The outcome was quite unexpected — downloads of marketing products increased by a staggering 45%. Other KPIs were significantly improved as well. This achievement was undoubtedly a result of the close collaboration among developers, managers, content editors, and QA.
