WEBsite redesign
CASE STUDY
I was tasked to lead the redesign of Check Point Software’s existing product pages which led to the redesign of the entire site. My goal was to strategically improve the UX and UI, enhance the design, optimize content for ease of reproduction across 30+ pages and keep on target with user, business and marketing objectives.
RESPONSIBILITY
UX Research and Analysis, Ideation, Content Strategy, Information Architecture, Wireframes, UI and Design Comps.
UX TOOLS
Stakeholder Interviews, Competitive Analysis, Surveys, Heatmaps, Google Analytics, XD for Sketching, Wireframes and Prototypes.
UX RESEARCH AND ANALYSIS
We utilized both qualitative and quantitative data to evaluate our user’s behavior and usability issues. Direct feedback from users and stakeholders gave us a perspecitve into the challenges and pain points that significantly influenced the overall content, architecture and design of the new pages.
Collaborating with business and marketing teams, personas were created referencing detailed market research and analysis. Based on the identified patterns, profiles were created to represent the different types of users within the target customer range. These profiles captured key demographic information, backgrounds, goals, motivations, behaviors and their needs when it comes to finding content before the purchase.
User insights FROM RESEARCH
After conducting extensive research, our team identified several key issues with the current website design. Users consistently reported poor user experience, including difficulties with navigation and a lack of mobile responsiveness. Additionally, the cluttered design, lack of clear calls-to-action, and visual inconsistencies were cited as pain points. Users also expressed frustration with a general lack of readability. Finally, the website’s poor SEO optimization was also recognized as a hindrance to organic traffic and visibility. Addressing these issues was crucial in improving the overall user experience and maximizing the website’s potential.
PAIN POINT 1
Too much marketing lingo and copy overload. Users had difficulty finding technical information and critical product information that should be easily accessible.
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Heatmap showed users are bypassing sections with heavy copy and going directly to technical content and links that were not easy to find.
- Survey showed users were unable to evaluate specs and compare products because there was too much vague info to sift through.
PAIN POINT 2
Poor navigation and page structure made it hard for users to navigate the site.
- Heat map and Google Analytics showed users are heavily using search to navigate to products, assets and technical support from the product pages.
- Survey participants commented on how they are unable to locate the software, specifications and downloads they need.
PAIN POINT 3
The site did not adapt or adjust well to different screen sizes and devices hindering the website’s ability to showcase content effectively.
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Google Analytics showed users are significantly using their mobile devices to browse for specs or find support.
- Heatmaps showed users fail to scroll down lengthy pages to access important content hidden at the bottom of pages.
UX Design solutions
When designing for optimal user experiences, we need to allow the user to pursue goals as effectively as possible. Our goal was to make the interface simple and engaging enough to let users follow through with their goals. We also kept in mind that, in assisting them to reach their goals, we needed to find ways to restructure and reorganize the content for better readability and access.
Content
- Used tables, charts, diagrams that are easier to digest over big chunks of paragraph text
- Made support content such as data sheets, reports, white papers, webinars easily visible
- Included gated content for lead generation
- Optimized content for SEO using keywords user’s are mostly searching
INFORMATION ARCHITECTURE
- Cut out unnecessary or redundant information
- Broke up big paragraphs of text
- Compartmentalized information so it’s easier to digest
DESIGN
- Used wider bands to allow for more space, less clutter, ease of page read
- Brought in more engaging elements like videos, screenshots, images of physical products, charts and infographics
- Used large imagery or full bands of image to capture the viewers eye
- Simplified the interface and made design easily adapt to various devices
DESIGN SYSTEMS
To ensure seamless consistency and cohesiveness across the entire website and digital products, my primary objective was to establish a comprehensive Design System. This initiative encompassed various essential elements, including design principles, branding and visual identity elements, reusable UI components, design patterns and guidelines, typography and layout guidelines, and collaboration and governance. By implementing this Design System, we significantly enhanced the overall UX and UI, laying a foundation for consistent and effective design both immediately and in the long run.
