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Desktop Homepage Redesign
MY ROLE
I was one of four designers of the project and the lead visual designer. I was involved in every phase, from research to delivery. My main responsibilities included user interviews, ideation, designing, and prototyping.
CLIENT
OneSpring Consulting
OVERVIEW
OneSpring approached our team for a desktop homepage redesign.
TIMELINE
2.5 weeks
THE PROBLEM
OneSpring wanted a homepage that demonstrated their unique engagement options while also providing a seamless experience for both potential clients and employees.
DISCOVER
We first met with OneSpring's founders to discuss project objectives before research, ideating, and wireframing. From there, we conducted five research methods.
Competitive Analysis
Our team conducted a comprehensive analysis of features and content on competitor homepages and service language.
Survey
We conducted a survey among creative professionals to identify core needs, behaviors, and preferences when looking at a potential employer's website.
User Interviews
We interviewed two types of users to understand their core needs and wants when looking at a potential employer or partner.
Contextual Inquiry
We finalized our research process by having both types of users go through the OneSpring site as a whole, and mimic either hiring the company or applying for an open position.
Persona Creation
OneSpring founders identified two personas: the client and the potential employee. We further built out these personas after collecting and synthesizing our research.
RESEARCH
TAKEAWAYS
1
Both user types reported the current site lacks personality and perspective.
2
Users wanted to know more about the OneSpring team beyond the founders.
3
Users want the company mission and values on the homepage.
4
Potential employees want to see a hint of team culture on the homepage.
5
Logos add credibility for both potential clients and employees.
IDEATE
Armed with our research, we moved into ideating and sketching.
Given the limited scope of the project, our team had time to design separately and come back together to combine in nearly every stage of the design phase. Our goal was to develop a wide variety of approaches and ideas. After we landed on three main structures, we put each into high-fidelity and conducted preference testing on all three designs.
DESIGN
It became clear that we would need to create at least one high-fidelity prototype that was significantly similar to the current site after touch-points with the founders. We ensured our first prototype combined existing content with research backed structure. From there, we were able to have complete freedom on both B and C prototypes.
Within one week, we create three fully functional, high-fidelity homepages for preference testing.
DESIGN CONSIDERATIONS
Research showed us that both potential clients and potential employees wanted a clear company mission and valye statement. Potential clients liked seeing if their own company values align with OneSpring, and potential employees find it helps them get a look into processes and even company culture. This also helps users better understand the personality of OneSpring.
Company Values
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Users were initially confused about what exactly OneSpring offers to clients. This led us to ensure we labeled each section of the homepage, as well as include language that describes both what OneSpring does for potential clients, but also in a way that explains to potential employees what positions they have. Additionally, C-Suite Executives emphasized their preference of showing OneSpring's flexibility, which we opted to do by re-writing the "engagement options" offered in the demo slide deck after user feedback that the language was unclear.
Services & Engagement
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Users consistently voiced wanting more of the OneSpring team and team culture. As mentioned previously, we tried to weave elements of team culture throughout the homepage. We ensured to use more photos of people to demonstrate OneSpring's collaborative culture, add the call-to-action for the potential employee, and include a section for professional development. Potential employees want more of the homepage to be directed toward them, and potential clients are very interested in the kind of individuals they could work with.
Team & Culture
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TESTING
Once we had three versions of the homepage, we preference tested via user interviews (6 users) and survey (20 users).
Users were asked to rate the organization, colors, icons, photos, and interactions.
PREFERENCE TESTING TAKEAWAYS
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Users preferred the flow of option A.
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Majority of users preferred the colors of option C.
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Majority of users chose icons from option A.
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75% of users reported they felt options B and C did not have enough information.
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75% of users liked having an employee testimonial on the homepage.
END RESULT
By the end of our 2.5 week sprint, we had our final meeting with the client, and presented our final two high-fidelity prototypes that incorporated preference testing results. Presenting to the CEO and CXO was a great experience, and the end result was well received. It was important to the client that our homepage redesign was a positive and informative user experience for both potential clients and potential employees, and our team was able to deliver in a short time. In the future, if we were to work with OneSpring again, we'd love to work on a team page as well as the navigation; two things users in initial contextual interviews noted as well as in preference testing.