Introduction

Inncosys first website version was coded in php, giving a fine SEO response from Users since 2013. Over the years without having any important updates, the website began to look outdated and most importantly it was not responsive. 2019’s decision was to go for a CMS website as a “hotfix”. However, SEO has been compromised significantly for the last couple of years.

My Role

I’ve been leading the design, user testing and development of this project from end to end. I collaborated with UX designer (Cesar) and UI Developer (Moises) during the early ideation stage, and later with the Lead Software developer (Donaldo) and his SWEs team throughout the development and testing process.

Problem

Today, over 90% of the company's customers visit the website through their smartphones and mobile devices. Even though the Website was responsive, it wasn’t really made guided by a “mobile first” philosophy, therefore some important features were not correctly highlighted or even considered. Above all, SEO has been affected significantly in contrast to previous versions of the site.

The existing visitor metrics could be improved.

I want to drive more sales appointments through the site. In Mexico, our consumers mostly use our website for information purposes only. We wish to convert visitors into customers through a series of web tools to easily quote a service or schedule an online meeting to get advice for IT or Software Development issues.

Goal

Communicate Company's value proposition

To give clearer messaging. Over the years, the company's products and services have upheld the principles of "Disruptive Innovation," and now is the time to demonstrate it from the front door of the company, making a more beautiful and minimalist website.

SEO Optimization

Today, over 90% of the company’s customers visit the website through mobile devices, but I still seek to maintain the web presence for the remaining 10%. We want to recover our spot on search engines with an interactive yet really fast website.

Switch from visitors to Customers

We’re currently working with golden ratio principles to direct the user within the website to quote a product or make an appointment.

Impact

Performance Metrics on the Outdated CMS:

Design Sprint

First Steps (Research)

We kicked off a design sprint. Regardless of the evidence on the data pointing out the site’s poor performance, we decided to do some deeper research. On the first day I conducted along with a fellow colleague some In-Depth Interviews with 2 junior employees, 2 senior, 2 former employees and most importantly 3 close stakeholders to gather information on what they thought the company's strengths were, and what they thought would be meaningful to highlight on the website. It also helped us gather important information about the company's weaknesses.

Early Ideation

By day 2, we arranged a meeting with key partners to analyze gathered data and define our user personas, we started with some ideas and sketches for the wanted key features. By day 3 we had already decided which ideas and sketches we were going to move forward with.

With a clear path in mind, we made some wireframes and low-fi mockups for the following days. Finally with a set of wireframes made (some of them occasionally discussed over our daily standup meetings) I arranged a meeting with Inncosys’ board members to present key features of the app and a “look & feel” presentation.

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In accordance with the objectives, as well as with our customer personas' pain points, after a few iterations we managed to simplify and highlight the important features: A minimalist website with a very professional look, where the work methodology and the services offered are made clear; as well as a method of contact that generates closeness and trust to the company.

The prototype was finally approved. Afterwards I arranged a meeting with CTO, DevOps and QA teams to decide on what technologies, DB and frameworks to use for the project. We decided to use material design as our core design system with some adaptations that we worked afterwards:

As soon as we finished designing key components and assets. I moved forward with high-fi mockups, prototypes and interactions, meanwhile the team continued polishing the design system. After several iterations, here’s the outcome

*For confidential matters I can’t provide the project's full prototype, but here's a taste:

Performance Metrics on the new Website:

Although the project is still in development. The metrics are already showing considerable improvement.

*For confidential matters I can’t provide the project's URL yet, till the product is launched officially directly on the company’s website.

Outcome

Even though the project's still in development, we've gathered satisfactory data from early user testing with the prototype. I'll keep updating the project status.