Oggvo is an online reputation management service agency based in Seattle, Washington. It helps rectify the situation of unhappy customers and gently reminds customers to leave reviews. It helps businesses stream the best reviews to their website or social media channels.
I collaborated with Oggvo to produce a fresh design for their company website, focusing on a clean, contemporary, and practical aesthetic.
Timeline
Mar 2020 - June 2020
UI/UX and Motion Designer
Research & Analysis
The previous website design failed to meet the primary objectives of a reputation management company, namely, promoting services and attracting new prospects. Its pages were overly complex with many blocks, laden with excessive text, and featured outdated, unappealing design elements. Consequently, the website experienced heightened bounce rates and low conversion rates.
Challenges
One of my initial hurdles in developing the UI/UX design for the new website was ensuring its longevity in terms of appearance and user experience. The previous design appeared outdated, leaving little room for salvage. Therefore, the focus shifted towards creating a design that could stand the test of time, easily undergo refinement to stay current and deliver a captivating first impression while keeping visitors engaged.
Goals and Objectives
Improving usability, increasing conversion rates, enhancing visual appeal, and providing an easy-to-use website, where its structure and purpose should be clear to all users. A clear understanding of the product with an easy-to-follow user flow that is straightforward and doesn't confuse first-time visitors.
Homepage (Before)
Homepage (After)
Contributions
I proposed a new Information Architecture for the website, including the navigation menu, page hierarchy, and reorganized content areas.
I redesigned the customer journey map and created new wireframes and user flows for the website.
Deliverables
Analysis & evaluation of the current website, user feedback, market trends, and competitor analysis
User Flows, Site Maps, and improved Navigation
Low-fidelity wireframes and High-fidelity
Visual design concepts and translate wireframes into user interface (UI) designs for all the screens.
Content Strategy for updating and organizing website content to improve clarity and engagement
Motion study for Infographics
Development Assets for developers to implement the new design
Testing and Feedback loops to identify areas for improvement before finalizing the design
Lo-fi Wireframes
I utilized Adobe XD for drafting wireframes and crafting a clickable prototype. These wireframes were employed during Usability Testing sessions to gather feedback from users.
Hi-fidelity Key Screens
Before and After of Homepage and Pricing Page for reference
Results & Outcomes
This new structure addressed the initial goals and objectives of the project, the needs of the target audience, improved usability, increased conversion rates, improved user satisfaction, and received positive feedback from users and stakeholders.
Lessons Learned
The challenges encountered during the redesign process were mostly about gathering information and recreating everything from scratch with not much available at the start of the project.
Understanding the product & market, studying the competitors, iterations and regular meetings with the founder helped to overcome these challenges. This approach will help me work better in my future projects.
Impact
Improved User Experience, made it easier for visitors to navigate, find information, and complete tasks. This increased user satisfaction, brand recognition, and loyalty.
By optimizing the design and layout of key pages, such as product pages or checkout flows, clear calls to action, streamlined forms, and persuasive visual elements, the redesign helped improve conversion rates.
Ultimately, the impact of a website redesign aligned with the broader goals of the business, generating leads, driving sales, and increasing brand awareness, the redesign contributed to these overarching objectives.