A leader in selling, implementing and supporting ERP (enterprise resource planning) products and technology solutions, V33 is a true business partner who offers an end-to-end service and fosters long term relationships.
Objectives
Looking at the amount of information V33’s website features, one would come to a conclusion that V33 is arguably one of the best in business. Every possible question is answered and every possible avenue is explored.
But, who is willing and has the time to follow the never-ending maze of long pages and multiple links? Not too many people… So how do we make V33 stand out and get attention it deserves? We simplify its website and clarify the message who V33 is and how it can help companies grow and reach their goals.
My Role
1.) Develop UX Recommendations
based on the findings from the discovery and analysis phase (this phase took place before I joined the team)
2.) Create two User Journey Maps:
a): a holistic view of the current customer experience by uncovering moments of both frustration and delight in the process of accomplishing a goal
b): showcase the steps users could ideally take to successfully flow through the website to reach their goals
2.) Create two User Journey Maps:
a): a holistic view of the current customer experience by uncovering moments of both frustration and delight in the process of accomplishing a goal
b): showcase the steps users could ideally take to successfully flow through the website to reach their goals
3.) Create a Site Map—a hierarchical diagram of the website indicating how sections and pages will be arranged, labeled, prioritized and linked
4.) Create Low-fidelity Wireframes to demonstrate how the content on key pages will be organized
4.) Create Low-fidelity Wireframes to demonstrate how the content on key pages will be organized
My Recommendations
I carefully examined V33’s website, studied recorded videos from previous meetings to familiarize myself with stakeholders’ requests, ideas and pain points and then created a “to do” list that highlights eight main areas of focus:
• Demonstrate and clarify the value of V33
• Differentiate V33 from competition by determining its advantages and strengths
• Prioritize new product offerings and ensure content is aligned with business priorities
• Address potential clients’ concerns around risks with implementing new ERP products
• Support the sales-ready leads which will have a direct impact on the conversions
• Bolster the brand through consistent and unique content and design
• Introduce modern elements to the website to improve its strength and credibility
• Make the website inviting, intuitive, confident, trustworthy and unique
• Demonstrate and clarify the value of V33
• Differentiate V33 from competition by determining its advantages and strengths
• Prioritize new product offerings and ensure content is aligned with business priorities
• Address potential clients’ concerns around risks with implementing new ERP products
• Support the sales-ready leads which will have a direct impact on the conversions
• Bolster the brand through consistent and unique content and design
• Introduce modern elements to the website to improve its strength and credibility
• Make the website inviting, intuitive, confident, trustworthy and unique
Journey Maps
Current User Experience
From my conversation with V33 and their description of their typical clients I understood that users who are searching for ERP solutions are well-educated and informed. They don’t need too-detailed explanations or clarifications of products, they are technology-savvy and just “know their stuff.”
So I started my process with educating myself—learning what enterprise resource planning is about, what the best products on the market are out there…and then I took a journey through V33’s website with a goal to search for the best ERP solution to my fictitious business needs.
So I started my process with educating myself—learning what enterprise resource planning is about, what the best products on the market are out there…and then I took a journey through V33’s website with a goal to search for the best ERP solution to my fictitious business needs.
As the Journey Map below illustrates, it was a cumbersome road filled with too many winding side streets that seemed tangled up and not leading me to my goal.
The light in the dark was that the information offered was comprehensive, accurate, detailed and sparked trust in me. That was definitely the high point for me.
The low point was not finding a proper call to action to be able to escape the online maze and just speak to someone directly or request the specific information I needed. All I wanted was a simple button.
The light in the dark was that the information offered was comprehensive, accurate, detailed and sparked trust in me. That was definitely the high point for me.
The low point was not finding a proper call to action to be able to escape the online maze and just speak to someone directly or request the specific information I needed. All I wanted was a simple button.
Desired User Experience
Researching and analyzing how the website should work, what the direct journey to achieve a goal should look like, what kind of experience the navigation of the website should be was surprisingly easier than I expected.
I simplified the process by including only the most necessary information (and keeping the extra facts and details as optional links) and created support for quick conversions by including CTA buttons wherever appropriate and convenient.
I simplified the process by including only the most necessary information (and keeping the extra facts and details as optional links) and created support for quick conversions by including CTA buttons wherever appropriate and convenient.
I also bet on a new, improved, modern and eye-catching website design that would demonstrate that the company keeps up with the newest trends and established standards.
And what a surprise—having a well-designed website with a trustworthy look and feel, an intuitive navigation, clear and efficiently organized information with a spark of originality turns a hard mining job into a pleasant walk in a park—or a meaningful journey experience.
And what a surprise—having a well-designed website with a trustworthy look and feel, an intuitive navigation, clear and efficiently organized information with a spark of originality turns a hard mining job into a pleasant walk in a park—or a meaningful journey experience.
Feedback
Client’s feedback to both Journey Maps was very positive even though the current website findings were on a negative side. They understood and, as the Manager of Marketing pointed out, also experienced similar frustration when navigating their website. They were fully on board and ready to start the long overdue redesign process.
Site Map
My next step was to delve into tidying and organizing website sections and pages. I created a diagram indicating how pages would be arranged, labeled and connected. I kept in mind that most users are busy professionals who don’t have time to search through the navigation—they want to get in, solve their problem and get out as fast as possible.
Version #1
Feedback
Client’s response to my Site Map was positive but not “wow” happy. The segmentation and arrangement of pages was met with a very warm “yes” but the labels, while being clear and straightforward, were lacking excitement and action. I needed to come up with labels that would motivate users and entice them to explore the website further.
I sat down again and tried to visualize the action that goes on at V33. But instead of analyzing what V33 is doing, I asked: what is it that users want, need or are looking for? The first word was “help”—that’s a given—but then all logical words started to come up: they need to consult with someone, implement new software, connect with professionals…
With this new mindset I created a Site Map version 2 that was more actionable, clean and helpful to users.
I sat down again and tried to visualize the action that goes on at V33. But instead of analyzing what V33 is doing, I asked: what is it that users want, need or are looking for? The first word was “help”—that’s a given—but then all logical words started to come up: they need to consult with someone, implement new software, connect with professionals…
With this new mindset I created a Site Map version 2 that was more actionable, clean and helpful to users.
Version #2
Final Low-fidelity Wireframes
Site Map version 2 was a success (approved by client) and so I moved to the last stage of my journey with V33—I created 10 Low-fidelity Wireframes. They served as templates for the key pages of the new website to be used by User Interface Designer.
And even though my work with V33 concluded; three months later, it was a pure joy and honour to see the final new V33 website live. (So proud to say that I had my “five cents” in it.)
And even though my work with V33 concluded; three months later, it was a pure joy and honour to see the final new V33 website live. (So proud to say that I had my “five cents” in it.)
