From October 2013 to February 2014 we went through a homepage redesign process at SecondMarket. We noticed that for some time, people outside to the company didn't have a clear understanding of what we do, leading to a lot of poor sales leads. The goal of the redesign was to make it really clear what SecondMarket does.
I was the lead UX designer on project and helped drive the process from beginning to end. I worked very closely with the product manager, the VP of technology, and the Director of Marketing. For the final version of the website we had help from a great UX and visual designer, Jacob Koesterich.
At the beginning of the project we thought of a few different ways to organize the site, but we wanted to get more clarity around which direction we wanted to go in before starting the design. We conducted several interviews with key stakeholders within the company to get their feedback.
We also wanted to get an understanding of what external people thought when visiting the site. We set up about a dozen remote usability testing sessions using usertesting.com. This really helped us understand where the issues were.
Once the inital research was completed, we had a meeting with all the key stakeholders to discuss the results. As a result of this meeting, we were able to come to an agreement on which direction to go in.
Once we had a clear direction, I started mapping out the Information Architecture of the site and created multiple wireframes with Axure of potential layouts. We worked with a contract visual designer to help with the final design and implementation.
The final version was well received by SecondMarket stakeholders, and has lead to a noticeable increase in quality leads. After release we also did another round of user testing and noticed that users had a much better understanding of what SecondMarket does after reviewing the site.
Bringing all the key stakeholders together to discuss this upfront was a key factor in the design process.
Need to make sure that copy stays accurate so that potential users can understand what the company does.
By using usertesting.com we were able to get valuable feedback from a lot of people very quickly without the time-consuming process of recruiting ourselves.