OVERVIEW
Identity Mind Global is a regulatory compliance SaaS company dedicated to providing solutions to smaller financial companies.
With Identity Mind’s plugin, small businesses are able to embed a sign up form on their website that allows them to perform security checks on new customers.
Team & DUration
3 Designers: Myself, Anna Krezia, and Jack Teschner
3 Week Sprint - February 2019
CHALLENGE
Mobile visitors to the website are not scrolling or signing up.
In a 3 month period, the drop-off rate on this page was 80.4% of users. How can we re-design the page to be more mobile friendly and provide them with what they need to convert?
SOLUTION
Better educate our user on the KYC process while demonstrating how easily IDM’s plugin helps achieve compliance
We addressed the complexity of the product in 2 ways:
Content Strategy: educate users and provide information in a logical way
Visual Hierarchy: provide visual patterns to reinforce the content strategy
“Thanks for the great work you and the team put in. This project will definitely help us go in the right direction.”
The Redesign
Landing Page
On the landing page for the product, we started by catering the copy and visuals towards a more motivation-based user, versus the original page, which was more focused on the technicalities.
Value Propositions
In the next section of the page, we addressed the points of difference for the company. We aggregated and simplified the existing list of information, making it short and sweet.
Product Details
In this section, we focused on the features and aspects of the product itself.
Defining our solution
Content Strategy
In our research, we defined our target persona as an employee at a fintech startup. This employee isn’t an industry expert and needs to find a good balance between the price, the time they need to commit to implementing, and the quality of the software.
We analyzed the type of content with a few user and our insights were:
Product features, how it works, and cost were grouped together; with users saying that this was the most important piece
Product capabilities, benefits and company points of difference were what gave the product credibility
Our content was then re-organized to match these findings:
Visual Hierarchy
Next we did an analysis of the visual hierarchies of different websites to gain insight into the best way to reinforce our content strategy. We looked to other B2B software pages, heavy content pages, and product pages for visual inspiration.
These websites showed a clear visual pattern for each segment of information, even though the content wasn’t the same, there was an established hierarchy for viewers to follow.
The original visuals on the Identity Mind website were a mix of different visual elements, different icon sizes, and different methods of displaying data.
Our updated visual strategy was to create a reoccurring consistent pattern in our tiles, with a title, tagline, and call to action. We would have one tile that would look visually different to grab attention; here the pertinent information would be available (product features, how it works, and cost).
RESULTS & REFLECTIONS
Lots of testing left to do
Through usability testing and mental model mapping with users, we’ve gotten a peak into the way people navigate when evaluating a product when they don’t know what they need. This solution was very complex and required quite a bit of research and work before design.
In following sprints, working closely with the product team and even the marketing team to iterate and test again would be our necessary next steps.