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Dashboard_Imprima.png

The Problem

The main challenge is introducing a new product to the market and mirror it into the current site to make sure a new revenue stream is created and sales are building up. At the same time, making sure the current product is equally prioritised as this produces business. However, even for the older product, the on-site traffic is not translating into conversions, even if the traffic is fairly high. 

The Product

Imprima is a SaaS company, established since 2001 as the first European virtual data room provider. As they’ve introduced their new AI-powered tools for due diligence, they wanted to expand their product offering and expand their product offering - company does not to be seen solely as a virtual data room in the market. With the new brand positioning (one platform for due diligence) they wanted a brand-new website to reflect this messaging, differentiate from the competitors with an innovative product offering via a new and elegant design and interface and clearer user journeys to acquire and show interest into their products.

The Goals

  • Optimise the conversion rates and drive lead generation 

  • Create and provide a better and simplified user buying experience

  • Reduce bounce rates through leveraging the high traffic on the site and translating the users into customers

  • Eliminate clunky processes such as lengthy forms on the site 

  • Create different user flows based on the users' buyer intent

The Design Process

I've started the design process with the competitor research to understand the gaps and what the key competitors are doing well. Then, based on that, I've collected customer feedback from using the current product from the sales and product team. Based on these insights combined with the available metrics audit, I’ve mapped a new site architecture based also on the business requirements and how the company wanted to position its products. Then, I have started working on the low-fi wireframes, highlighting the user flow and customer journey. The next step involved working with the design team to visualise the concept and replicate that into creating the UI and the prototype. Lastly, the prototype was tested by the QA team and shared with some current customers to give further feedback before being released.

Design process_Imprima.png

Discovery research - user feedback & focus groups

I have organised focused groups with the sales teams to collect insights on the feedback they have received from the current customers. These were mostly focused on the users' pain points in terms of using the site and the products and any suggestions to improve their experience. Separately I have attended product calls organised by the product team, speaking with some of our ongoing customers to find additional insights and suggestions on improvements.

 

Below are a few sample pain points from customers:

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  • Too many mandatory fields to fill on the forms (inconvenient as they would not have the time and they wanted a quick answer)

  • Lack of transparency and information about the product and process to apply/purchase (e.g. absence of a pricing page)

  • Clunky pages with a lot of content on them (letting the user to make the effort and read all of the info) and lack of CTAs and clear actions on 'what next?'

Takeaways

  • Eliminate unnecessary fields to keep it simple and encourage users to request pricing or getting in touch

  • Create additional pages with less text and clear call to action buttons to achieve simplified buyer journeys

  • Highlight the step-by-step process to manage expectations and keep the users in the know

User Personas

UP_imprima(m&a).png
UP_imprima_lawyerpng.png

User Flow: Purchase a virtual data room

Buy VDR.png

User Flow: Book a free VDR demo

book demo.png

Wireframes

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Homepage

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Product page VDR

bookdemo_lofi.png

Book a VDR demo 

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Pricing page

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Product page AI

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Demo confirmation

User Interface

home_hifi imprima.png

Homepage

productVDR_hifi (1).png

Product page - VDR

requestdemo_hifi.png

Book a VDR demo

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Pricing page

productAI_hifi.png

Product page - AI

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Product page - Contract review

Prototype solution - already built on development environment

Usability testing

I have run 5 usability testing sessions (moderated) using the development environment site. The users (internal employees and current customers) were asked to complete the following tasks:

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First task

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  • On the homepage (first screen you see) identify how you can buy a data room

  • From the pricing page, select the right option for you

  • Fill out the form and continue to the next step

  • Submit your request to buy a data room

  • Check the next steps after you've submitted your request

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Second task

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  • On the homepage, identify how you can book a demo

  • After you get to the demo page, follow the steps to submit your enquiry

  • Submit your request to watch the free demo video

  • Check the next steps after you've submitted your request

 

After the tasks were completed, I asked each user to provide feedback in terms of their experience in using the site. The purpose was to allow me to assess the usability of the solution approved by the business and identify any bottlenecks before the final release. Below are the set of questions asked:

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  • What is your overall opinion about the new site?

  • What did you like most about using the site?

  • What did you like least about using the site?

  • Do you think the product offering was clearly laid out on the site?

  • Do you feel it was easy to submit a request or purchase one of the products available? *compared to the previous process

  • What do you think can be improved?

  • Did you feel lost/get stuck while doing the tasks?

  • Would you revisit the site? if not, why?

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Answers:

  • I felt like this was a much better experience compared to the previous site. Was much nicer to navigate as it has more visuals and also action points on all of the pages

  • I liked that it's much clearer now, less cluttered and I can actually understand what the company offers as main products

  • I really liked how easy was to submit an enquiry now that not as many information was requested on the form

  • I had a good experience conducting the tasks and browsing around. I like the look&feel compared to the previous old-fashioned site. The only thing I would suggest is adding some timelines in terms of how quick someone will get in touch after the request is submitted (to manage expectations)

Measuring Success

Below are a few tactics/metrics that were used to measure the success of the new site launch:

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1. Monitored the bounce rates and the total & unique visitors on the site (Google Analytics)

2. Monitored the number of leads coming from the site as the main source (Salesforce)

3. Used Hotjar to create heatmaps and monitor where people are dropping off and abandon the checkout

4. Monitored the number of recurring customers vs new customers

Conclusion

Overall the project was successful. The feedback was positive and the users found the buying process much improved. The refreshed look & feel of the brand also helped in re-establishing the identity of the company, especially that they've introduced a new product offering. Most of the recommendations received were around adding transparency around timelines and response times of sales and customer teams getting in touch after an enquiry is submitted. 

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