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RESPONSIVE REDESIGN for consulting group

Project Summary

Overview

Overview

Overview

Minerva is a consulting firm comprised of three I-O Psychologists who use research-based strategies to improve the performance of teams at all organizational levels across many industries.

The Goal

Overview

Overview

Maximize opportunities for new business by empowering potential clients to learn about Minerva and its services through a responsive, professional, and engaging website.

The Problem

The Outcome/Impact

The Outcome/Impact

The information presented on the site was overwhelming and difficult to comprehend. The sub-optimal mobile viewing experience made Minerva lose credibility upon first impression.

The Outcome/Impact

The Outcome/Impact

The Outcome/Impact

Within three months of redesign, users have engaged with the site on average at least 30 seconds longer, new users have grown by a factor of 2.6, and mobile engagement has expanded from 15% to 36%.

The poor mobile experience and text-heavy web design with minimal interactions negatively impact user engagement and reduce client trust.

Our Process

User Research

Brainstorming & Ideation

Brainstorming & Ideation

Brainstorming & Ideation

Brainstorming & Ideation

Brainstorming & Ideation

Prototyping

Testing & Monitoring

Testing & Monitoring

Testing & Monitoring

Testing & Monitoring

Testing & Monitoring

Research

UX researchers analyzing user interview data.

Understanding Minerva's Clients

We interviewed a sample of their existing clients to discover the following:

  • Motivating factors for seeking consulting services
  • Key information clients need when deciding to engage
  • Opportunities to quickly gain clients' trust

Based on our interview results, we identified crucial elements to engage potential clients:

  • Minerva's work experience and organizational values 
  • Simple and concise language to describe services
  • Word of mouth and reliable client testimonials 

Client Personas

Client persona: The Individual: a young professional searching for guidance toward the next step in

The Individual Leader

The Organization Leader

The Organization Leader

Searching for guidance toward the next step in their professional and personal life

Client persona: The organization leader, managing dramatic organizational growth

The Organization Leader

The Organization Leader

The Organization Leader

Managing dramatic organizational growth in uncertain and volatile environments

Client persona: The Up & Coming Leader, sponsored by their organization for professional development

The Up & Coming Leader

The Organization Leader

The Up & Coming Leader

Sponsored by their organization for greater leadership responsibilities

Mapping the Flow

To design site's information architecture, we had to understand the actions users take when they discover, research, and engage services like Minerva's. Focusing on the emotions users feel throughout the process helped us identify opportunities to craft an enjoyable experience.

User Journey Map

The organizational leader needs to quickly see Minerva is a good fit and get in touch effortlessly

Research Takeaways

  • The user may delegate the research to someone else, so plain language is a must.
  • Users are weary of sharing too much information. Request the bare minimum in forms.
  • Reduce anxiety after submitting a contact form by communicating a response timeline.
  • Increase credibility and trust by displaying testimonials. Independent sources are best.

Ideation

Samples of the styles and features that inspired the new design for Minerva's site.

Working with the client, we gathered inspirational material to define the style and features below that helped us craft our prototypes.

  • Interactive elements
  • Simple contact forms
  • Neutral color palette
  • Minimalist design

Sketch of testimonials section

Sketch of testimonials section

Sketch of testimonials section

75% of testers felt confident about requesting services after seeing testimonials from previous clients who reviewed the same services.

Sketch of contact form

Sketch of testimonials section

Sketch of testimonials section

Clear affordances for interactive elements are necessary for future prototype iterations. Users weren't always sure what to tap/click.

Prototyping & Testing

Mid-Fidelity Mobile PrototypeMid-Fidelity Web Prototype

Why Test with Prototypes?

Testing design ideas through quick prototypes allowed us to easily validate or reject concepts without wasting valuable time and effort.

The Mid-Fidelity prototype helped us learn that users want the option to be contacted by SMS communications, something we did not think of initially.

Through High-Fidelity prototype testing, we were able to finalize the look and feel of the site with real potential clients for Minerva.

Developing the Final Product

We updated the client's existing WordPress site to match our prototype designs as closely as possible.

Fully Responsive website

Minerva's website features engaging interactive elements that look great on any device.

Outcomes

In the last quarter:

(Oct. 1 and Dec. 31, 2022)

New Users

282

Page Views

430

Average Engagement Time

41 s

User Engagement Rate

43%

Thoughts from the Client

"The site looks FANTASTIC across different modalities. We love the layout, the style, and really like the micro-interactions! We are very pleased with this outcome."

Check out the live site

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