CASE STUDY: Overview, Scope, Constraints, Approach, Solution
Project Overview
Sequency.us was a rambling website with unspecific points of reference and it was confusing as to what they were offering and who was the target audience.
The information on the website was comprehensive, but not organized making it hard to navigate. Sequency.us has 2 distinct cybersecurity offerings made for
completely opposite types of clientele.
The client felt that the website built by fiverr did not give a
professional feel and in turn, users were not staying to:
- Contact him about services
- The lack of a professional feeling didn't inspire trustworthiness
Goals:
- Increase user retention on the website
- Improve sales conversions for both User types.
- Improve the way both types of users(B2B) & (CISO) interact with the website.
- Make it very easy for both personas to find and interact with needed information.
- Improve the way users interact with the applications(dashboard upgrade)
- (CISO only)
Scope & Constraints
Project scope: Completely redesign the Sequency.us website for a more professional feel to attract and retain users. We were also asked to redesign the SaaS application's dashboard and pages.
Due to time constraints the application was not reworked and the focus was on the
front facing website.
The project faced constraints in terms of a low budget, limited client availability. The Client was located in overseas time zone , completion was restricted to course
timeline of 12 weeks.
The client was unavailable to meet with the cohort the first 2 weeks of the project start.
So, during the initial 2 weeks of the project
- Teams used prompts from the client's brief
- Time was used researching 'what is' cybersecurity
- Developing our Proto-Personas
- Cohort decided which part of the scope to focus our direction (website or application)
Mid-way through the UX process, the client changed which products he would be offering and how they would be offered, requiring multiple product page redesigns & iterations.
Despite these challenges, we managed to significantly progress, focusing on the two types of products and updating the two persona requirements and
produced a working prototype with 13 pages for the client.
Approach & Solution
Approach
Our step-by-step approach began with setting up collaborative spaces like Google Drive and Trello board for the team.
We studied the client brief and identified pain points, which led us to decide to focus on the marketing portion of Sequency’s site.
We conducted a domain & competitive analysis and created proto-persona based solely on our own research and understanding of Cybersecurity and
what kind of people would they be.
We created Personas based on the data collected from our Google forms questionnaires & answers collected from interviewing CISO. Gaining valuable insights into what each demographic would like to see in a SaaS & a Cybersecurity website.
Solution
The final solution was a redesign of Sequency.us that improved user retention, enhanced user interactions, and presented a professional and organized website.
We created a design solution that addressed the unique requirements of Sequency, re-emphasizing the importance of effective communication, adaptability to client needs, and active client involvement throughout the design process.
Moving forward, it is recommended to implement the proposed checkout process and continue to gather user feedback to further optimize the website. Additionally, conducting exit polls or surveys to compare user experiences between the old and redesigned websites would provide valuable data for further improvements.
Team, Tools, & Deliverables
The Sequency.us redesign project spanned 12 weeks.
The team consisted of five members who worked remotely, meeting
via Zoom 2-3 times a week.
- Tools: Figma, Miro, Adobe AI, Photoshop, Trello, Google Workspace and ZeroHeight.
- UX: Conducting research: competitive analysis, creating proto personas, conducting surveys, and interviewing SMEs and potential clients.
- UI: Creating a visual analysis, moodboards/style tiles, journey mapping, and site mapping
- Deliverables: 685 sketches, wireframes with annotations, design systems, components and low/mid/high fidelity designs with working figma prototypes.
Roles & Responsibilities:
- I was Project Manager for 2 weeks during the Moodboards and Style Tile stage of the project. (one week Moodboards, one week Style tile)
- During my tenure as PM,
- I was in regular contact with the team via discord.
- Completion deadlines were set for the Moodboards and Style Tiles
- I encouraged the team them to make multiple moodboards and designs with different design components and iterations of their favorite.
- I lead by example by having several iterations of moodboards & style tiles
- Presented update to the client via Zoom meeting in front of Class and Instructors and garnered feedback on which style tiles he liked best, so we could proceed to High Fidelity Wireframes.
- I was in regular contact with the team via discord.
- Team has 5 members, all students
- Each member was Project Manager for 2 weeks at a time
- All team members participated in Research and Design
- Entire project was conducted remotely