Directed the UX strategy for the redesign of TechInsights website to clearly demonstrate its value proposition and increase platform lead capture on our mission to increase active platform users to 100k in 2023.
UX/UI Design
Design Director UX Designers x3
Miro, Figma, WordPress
5 weeks
Design Research, Information Architecture, UX/UI Design, Visual Design, SEO, Content Development, Lead Conversion.
Background Research, Stakeholder Interviews, Competitor Research
Content, Look, IA and Flow, Templates
Messaging, Brand Enhancement
Hi-Fi Prototype, responsive WordPress prototype
All assets to Web team / 3rd party contractors
TechInsights required strategic direction to quickly redesign its corporate website, create templates and clear calls to action. Beyond showcasing the value of TechInsights’ offerings as ‘the information platform for the semiconductor industry’, the website needed to drive lead conversion via a contact forms, free trial access, and requests for platform demonstrations. The website needed to be streamlined and focused, allowing audiences to explore TechInsights’ value and ultimately become a returning platform subscriber.
To align on the website goals, I conducted a workshop involving the directors of Marketing, Platform and UX, as well as our Web and SEO team leaders. We also spoke to representatives from the sales team to better understand what they hear from customers. Together we compiled a list of goals and pain points for TechInsights and its customer base. We grouped overarching themes into shared goals that would help direct our redesign both tactically and strategically.
Goals
Pain Points
Goals
Pain Points
We also used this workshop as an opportunity to evaluate and understand what the existing website was doing well, and where we might find opportunities to focus or improve.
To achieve these goals and alignment between departments UX and marketing worked to create customer journey maps. The website would serve a the central hub for customer discovery through all marketing channels, social media, and SEO efforts.
To support development and inform information architecture, a continued discovery process aimed to identify key competitors and understand our customers and their role in the semiconductor industry.
The depth and breadth of Techinsights’ technical analysis and forecasting capabilities combined with its patent knowledge and market understanding are unrivalled, though direct competitors exist in individual business segments.
Competitors are not operating at TechInsights' scale
Key competitors offer multilingual support
Clearly demonstrate value proposition and offerings
Competitors not promoting blogs or SMEs
Difficult to showcase clients or case studies, trust must be built elsewhere
Competitors are not using chatbots
The site visitors (revisit this)
Customer want to make informed business decisions faster and with greater confidence.
Reverse Engineering Customers
Help decision makers in semiconductor, system, financial, and communication service provider companies make better-informed decisions on their product roadmaps with competitive technical intelligence.
Intellectual Property Services Customers
Help IP professionals in global technology companies, licensing entities and legal firms to plan strategies on the assertion/defense on their patent portfolios and licensing negotiations.
Market Analysis Customers
Help supply chain and procurement professionals to understand the shape of the semiconductor market to come, and to more effectively negotiate with vendors and understand the true costs of technology products today.
The Techinsights website serves as both our public facing corporate site and as our primary path for potential customers to discover and subscribe to our platform as paid users. These user flows focus on various paths users might take to discover the TechInsights website, and the actions available to them.
Our guiding principles
The site was divided into clear categories including paid solutions, free resources, about the company, and career opportunities.
With our research well in hand, we next turned our attention to designing the new landing page, first by defining our desired messaging and information architecture. We explored reusable content blocks and design patterns from Sonnet’s existing B2C site, as well as some leading B2B sites.
With an approved architecture we were ready to start wireframing the primary page templates:
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The site uses a responsive design based on a 12-column structure.
[link to prototype here ]
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Post launch, and paired with the media campaign we fully expect to measure an uptick in qualified lead capture. The primary indicator for success will be leads captured through the contact form of the B2B page. However, all analytics channels must be monitored to gain insight into user behavior and friction points through the entire conversion and sales funnel.
Contact me at chris@cgervais.ca