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page experience redesign + concept validation testing
Role: Research, design, prototype
Team: 2-4 Designers, 1 Project Manager, 2 Developers, 1 QA
Timeline: 3 months
Research users, seo, competitors
Grow existing methods
Design new versions
Sudden concept changes
Grow and edit existing marketing methods
Design Round 1 + A Test Against Existing Design
3 new designs/concepts were tested against the marketing pages and existing pages. The current pages always did the worst, followed by marketing pages. The 3 additional concepts were:
- Photo/people based – Best overall and mentioned favorite. It didn’t win the top spots necessarily, but participants loved it.
- Graphic/3D illustrations – Overall best-rated based on relevant content. Illustrations also converted (sign up) the fastest. After internal discussion, we decided to pursue versions of this one.
- Updated boxes – Most successful in getting users to tasked destination, without participation from 2 users, but internally people didn’t like its simplicity.
Logged-out page usability test results
Design New Versions Based on Previous Results
Design Round 2
- Photo/people-based concept
- Graphic/3D illustrations
- Neon future style
In this second design phase, we developed three new concepts to improve visual engagement and usability, influenced by feedback from the first round. Our goal was to experiment with unique aesthetic elements and assess how well these variations resonated within internal reviews.
After presenting these concepts to the Product and Marketing teams, we found that the Graphic/3D illustration approach still performed best overall. However, based on our findings, we plan to integrate more human elements to enhance personal connection and user relatability.
Drawn Together Concept
Photo-Based Concept
Neon Future Concept
Next round of design
Design round 3
We continued to flush out graphic style with the people elements and different colors per requests from stakeholders. We tested info hierarchy, design satisfaction and overall favorite.
Sudden concept change
Design round 4
A story best left for an in-person conversation 😉