Web Design

SaaS website redesign

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UX / UI Designer
Field service
Creating new web design for SaaS company developing B2B software for field service companies around the world. The goals were to unify a design, consistency between every part of the website, and to focus on better UX. I used analytical data to achieve these goals.

Results and outcomes

  • The increased conversion rate on the website by 120%
  • Increased number of visitors from mobile devices by 95%

Problem statement

Old fashioned inconsistent visuals looked unprofessional compared with the competition. The non-responsive website didn’t meet today's standards in web design.
  • The increase conversion rate on websites and forms
  • Professional look, responsive design and unify the visual of the whole website
Old website resco

My design process

For this project, I used mostly the Double diamond approach. I worked with the team (developer, web analytic, and project manager) in small steps. We first did Research on the problem that we try to solve, then defined solutions for this problem. When in the define step we created a solution that could work, then decided to test it. 
So we moved to another 2 steps: Develop and Deliver. In develop step I created a design or prototype solution and the developer coded the solution into WordPress. In the last step Deliver, we published our solution and set up a heatmap and analytics software on this solution to measure how successful we were with our solution.
style guide

Unification of design

The first challenge was to unify current design and set up basic design rules for the future. I started with the basic style guide to unify design into the same typography, colors, and buttons into one design solution. It was the first but important step to creating a professional-looking website.
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Analyze and redesign

Redesign of web pages

My first step was to do research on competition in field service and then define what design patterns they are using and why. I analyzed old data on analytics and heatmaps and found online experts on B2B web design and marketing. As a team, we started learning how to compose the structure of the website to get more clients and also how to think and sell our product in the online environment in the B2B segment and to be like our top competition.
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Analyze and redesign

Forms and compromise

The next big challenge was to redesign forms thought that we received potential clients. I learned what is best practice in online forms and how to achieve that more users fill up our forms. Also, we had a goal to help our sales team, they needed more information about the client and his needs on the first call. So we made a compromise and created a form, that contains more inputs but is still above the fold of the screen.
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A/B testing

Testing components

Based on the research on the competition I created hypotheses of new components that we could use to increase conversion. To confirm these hypotheses we used Google Optimize for A/B testing of components. Below is an example of how we used this tool and what results we got from it.
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Static VPs
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Mobile version

In my first research, 76% of users came from desktops and only 23% from mobile devices. So our design approach was to design for the desktop first and then create a responsive version of the website. After by step by step released pages with new responsive design, users from mobile devices increased to 42%.
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Playing with lego

Design system

Later on in this project, we thought about we needed a system to create easily landing pages. We had some components created, I unified icons, colors, typography, and set 8px vertical grid. So I created a design system with all of these components in Figma a connected it to our project. It worked as a UI library for our website and thanks to this, we can build a website like lego in tens of minutes. It saved us a lot of time in workflow in creating landing pages.
Hero section
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Secondary value proposition
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Call to action
Upgrade your field service technology-1Upgrade your field service technology
Social proof
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Use cases
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Challenges & Conclusion

The first half of this project I really enjoyed because with a developer and web analytic we created a great team. We improved the speed of websites, conversion rate and the creating website time of the previous workflow. But it was tricky because the code was old and had a lot of exceptions. I realized this when the developer left our team and I started to take care of code after him.
Later, the project manager pushed us to more improvements, but the core of code of the WordPress website had 8 years and we needed to change the old code for a modern solution. So we could hire an agency and they could build us a modern custom solution, but for the manager, it was too expensive he wanted to repair code on the old website. Later I presented him a solution which I can build a new website with Oxygen Builder and with his requirements, but the manager ignored it. 
I tried to do my best, but it was not enough, life goes on.
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Have a similar project in mind?

I will take you from a rough idea to a complete design
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