EasyPost logged-out
page experience redesign + concept validation testing
Role: Research, design, prototype
Team: 1-2 Designers, 1 PM
Timeline: 3 months
Research users, seo, competitors
Grow existing methods
Design new versions
Sudden concept changes
Grow and edit existing marketing methods
The Design round 1 plus test
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 decide to pursue versions of this one.
- Updated boxes – Most successful in getting user 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
- Graphic/3d illustrations
- Neon future
3 new concepts where flushed out to the page will need to produce to see how moving between them and overall flow would feel. There was no test, only multiple internal presentations to the Product team and Marketing team(at that time). After discussions and reviews we went on continuing to iterate the illustration/graphic one but wanting to add more of a people connection to humanize a bit since that performed well in the tests.
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 😉