What is VWO?
VWO (Visual Website Optimizer) is an Enterprise B2B SaaS product with 6000+ customers and $16M Annual Recurring Revenue. It helps you A/B test your website. The VWO Experience Optimization Platform improves key business metrics by empowering you to easily discover insights, test ideas, and improve engagement - across the entire customer journey.
Design Task
Redesign vwo.com marketing website while:
• Improving SEO
• Focusing on Design Principles/Psychology
• Targeting Conversion Rate Optimization
• Introducing New Features within VWO app
• Following latest Design Trends
Team and My Role
Sadhvi (My Role): UI Designer responsible for wireframes, user-flows and visual design.
Meghan: Lead UI/UX Designer responsible for leading the design process and coordination within the team.
Nitin: Graphic Designer responsible for illustrations, iconography.
Varun: Design Director, Team Lead responsible for guiding the design process
Smriti: Marketing head responsible for UX Content Strategy and research.
Anil and Siddharth: Engineers (Front- end and Back-end)
Our team followed a divide and conquer approach to accomplish the tasks in our design sprints.
As a UI Designer in the team, I contributed in the rebranding of the VWO Brand and created 19 webpages out of 44 webpages- website.
Timeline
Wireframes and Branding
We sketched out the wireframes for different types of sections within a webpage so we can have uniformity while working in parallel and independently on the website.
We also worked on branding, typography and iconography while developing the resources of the website.
Website Navigation
User Flow
Visual Designs
Challenges:
• Redesigning a website within weekly sprints by three designers was exciting, but at the same time, we were struggling to bring Design Principles to use while only focusing on Branding.
We had to work together and brainstorm on the most important Landing Pages to make it more impactful. Example: results indicate that websites with images that include facial characteristics are more positively received by users than images with no facial features or no human images at all. (Source)
• Although designers were inspired by the latest design trends every day, it was challenging to stick to our "Enterprise " look and feel for 40+ pages, and not bringing a huge change for the users at the same time.
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