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.
Maximize opportunities for new business by empowering potential clients to learn about Minerva and its services through a responsive, professional, and engaging website.
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.
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.
We interviewed a sample of their existing clients to discover the following:
Based on our interview results, we identified crucial elements to engage potential clients:
Searching for guidance toward the next step in their professional and personal life
Managing dramatic organizational growth in uncertain and volatile environments
Sponsored by their organization for greater leadership responsibilities
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.
Working with the client, we gathered inspirational material to define the style and features below that helped us craft our prototypes.
75% of testers felt confident about requesting services after seeing testimonials from previous clients who reviewed the same services.
Clear affordances for interactive elements are necessary for future prototype iterations. Users weren't always sure what to tap/click.
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.
We updated the client's existing WordPress site to match our prototype designs as closely as possible.
Minerva's website features engaging interactive elements that look great on any device.
(Oct. 1 and Dec. 31, 2022)
"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."