Find Your Crowd
Helping business get a leg-up to help make better decisions.
Designing a business landing page for a mobile-based foot traffic analytical application.
Role
UX Designer and Researcher
Tools
Figma, Balsamiq, Miro
Duration
5 weeks (50hrs)
Device
Website
Project Overview
CIRV is an on-demand mobile marketing and data analytics solution start-up company. I was tasked with redesigning their current business landing page to attract more businesses to sign up for their mobile-app beta.
Problem
CIRV hoped to place sensors into brick and mortar establishments in order to provide foot traffic analytics to increase the establishment's ROI. As a start-up company, it was important for them to have an informative business landing page to present to stakeholders, as well as a way to introduce the product to business owners.
Goal
When designing a business landing page, there is one main goal-get the user to sign up for your product. So with this in mind, I knew that everything on the landing page would have to be focused on that goal.
Current Solution
The current landing page was very bare bones and lacked the basics of good usability. I knew right away that the whole page would need to be scraped and redesigned to cater to the user.
Looking at the page the user does not have a clear idea of what they are signing up for. Another problem with this page is that it does not specifically target business users. There is nothing to entice the user or show why they want to sign up for this beta.
Persona
Since the company already had a good idea of who their users would be, I took the information provided by CIRV and created a persona to help understand our user's goals and frustrations.
Darcy, a younger new restaurant owner was used as the persona. The first few years of running a business are difficult, it's where businesses fail the most and therefore need the most help.
MVP Features
Redesigning a current solution can be tricky. While I cannot change what the company's product offers its users, I can highlight and organize features to improve the site's usability.
Throughout this project, I was able to learn a lot about analytics. I understood that explaining this data on the landing page would be important to ensure users were left feeling confused. Business owners are looking to reduce the stress of running their business, so we want them to feel confident that this product will be easy to use.
Features needed for a successful landing page
- Clear CTA's throughout page
- How it works
- Benefits of using foot traffic analytics
- Company Mission
- About us
- Contact/ Beta sign up
Hierarchy
Not all of the MVP features needed to be on the homepage itself, but the user needed to have easy access to all of it to increase usability.
From the home page, you can access how CIRV works, information about the founders and a way to contact them. In order to achieve the companies main goal, to get users to sign up for the beta, the users are presented with the option to sign up for the beta from every page.
Wireframes
I took my site map and started making some lo-fidelity wireframes to see how the page would flow.
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Designing Graphs
Wait, we need graphs?
Up until this point, I had been instructed to help design a new solution for the business landing page. I determined a layout by designing my low-fidelity wireframes and started implementing company colors to create mid-fidelity screens. I initially left the graph spots blank with the assumption that the company had graphs to plug in there.
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Company Graphs
Although the company had graphs to put in the wireframes, they were not happy with them. They looked outdated and wanted a more modern look.
In order to have a completed landing page as a deliverable, I knew that I had to graphs were going to be important. Beyond that, it was also important to show what the business dashboard would look like so users could get a good feel of how this product would improve their business.
Example of current graph
Solution
When designing the business dashboard to display on the landing page, I had to make sure I knew what CIRV could provide for its users on launch day. The main features advertised were to be real-time foot traffic data and on-demand discounts.
Final Designs
Once I designed the new graphs and business dashboard, it became much easier to finish the final designs for the landing page.
I centered the words used around the graphs being displayed and highlighted the features that would interest brick and mortar business owners like our persona, Darcy. The page explains what the product is and makes it simple for the user to sign up right away.
Take aways
This was my first time jumping into an already developed product and I learned a lot from it. It was fun to work with other people and be able to help out with someones dream business.
Learnings:
- The importance of foot traffic analytics on ROI
- How to design a business dashboard, including graphs!
- How to justify and back up my design decisions with UX logic
- How to effectively collaborate with stakeholders
-Put out deliverables in a timely manner