Chris Gervais | Full Stack Product Designer

TechInsights Website

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.

My Role

UX/UI Design

The Team

Design Director UX Designers x3

Tools

Miro, Figma, WordPress

Timeline

5 weeks

Themes

Design Research, Information Architecture, UX/UI Design, Visual Design, SEO, Content Development, Lead Conversion.

Learn

Background Research, Stakeholder Interviews, Competitor Research

Design

Content, Look, IA and Flow, Templates

Develop

Messaging, Brand Enhancement

Stylize

Hi-Fi Prototype, responsive WordPress prototype

Hand off

All assets to Web team / 3rd party contractors

PROJECT OVERVEIW

The World’s Leading Information Source for the Semiconductor Market

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.

PROJECT GOALS

How might we best promote lead conversion for TechInsights platform offerings?

  • Communicate TechInsights’ value proposition
  • Clearly demonstrate TechInsights’ platform offerings
  • Showcase TechInsights Subject Matter Experts
  • Generate lead conversions through contact forms or other channels
  • Promote free trial use to increase active users in the TechInsights platform

BUSINESS AND CUSTOMER GOALS

Finding the win-win opportunities

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.

TechInsights

Goals

  • Attract new customers and increase active users in platform
  • Position TechInsights as the information platform for the semiconductor industry
  • Expand reach and build brand awareness
  • Simplify the experience and clearly communicate the value proposition
  • Attract talent

 

Pain Points

  • Inconsistent branding
  • Difficult to showcase customers, provide case studies or testimonials
  • High touch conversion tactics
  • No localization

Subscribers

Goals

  • Value for money
  • Trust the content
  • Search, access and consume content faster
  • Ease of navigation
  • Understand what’s available in a subscription
  • Access sample content
  • Buy in from peers and management

 

Pain Points

  • Unsure of value
  • Has existing programs in place
  • Isn’t the final decision maker
  • Reluctant to commit
  • High cost of subscription
  • High tough sign up process 

Shared Goals

  • Frictionless access
  • Customer centric
  • Provide tangible value
  • Deliver trust and transparency
  • Help users do their jobs better and faster
  • Provide solutions to real business needs
  • Access timely and accurate information
  • Transparent subscription models

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.

HIGH LEVEL CUSTOMER JOURNEY

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.

Research

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.

TARGET MARKETS AND BUSINESS SEGMENTS

  • Reverse Engineering
  • Market Analysis
  • IP Investigation
  • Process Engineers
  • Patent Engineers
  • Competitive Intelligence
  • Patent Management
  • Chip Designers
  • Product Manufacturers
  • Forecasting
  • Supply Chain

COMPETITIVE ANALYSIS

Understanding the competition.

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. 

  • Traditional IP firms
  • Reverse Engineering firms
  • Low-cost IP outsourcing firms
  • Transaction or strategic firms
  • Market analysis firms
  • Teardown firms
  • Lawyers and in-house teams

TechInsights is the whole package​

Competitors are not operating at TechInsights' scale ​

Customers are global​

Key competitors offer multilingual support​

Don't make users guess

Clearly demonstrate value proposition and offerings​

Showcase knowledge and expertise​

Competitors not promoting blogs or SMEs​

Customers are secretive

Difficult to showcase clients or case studies, trust must be built elsewhere​

Opportunity to engage​

Competitors are not using chatbots

PERSONAS

Defining our user personas.

The site visitors (revisit this)

ACTIONING KEY RESEARCH INSIGHT

Customer want to make informed business decisions faster and with greater confidence.

make 3 personas?

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.

WIP

Strategies

  • Clearly demonstrate business units so visitors may self identify their needs
  • Responsive design
  • Search database to find value
  • Provide demos and sample analysis
  • Employ A/B testing
  • Monitor SEO strategies
  • Use chatbot

Tactics

  • Clearly demonstrate business units so visitors may self identify their needs
  • Responsive design
  • Search database to find value
  • Provide demos and sample analysis
  • Employ A/B testing
  • Monitor SEO strategies
  • Use chatbot

CONVERSION FLOWS

The primary role of the website.

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.

Template Design

Our guiding principles

  • Minimal copy
  • Incorporate a mix of high impact mediums (infographic, video)
  • Adopt a user-centered design approach
  • Leverage a strong CTA
  • Integrate EVP messaging & creative

SITEMAP

Structuring the content to identify required pages.

The site was divided into clear categories including paid solutions, free resources, about the company, and career opportunities.

INFORMATION ARCHITECTURE

Organizing the content.

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.

WIREFRAME ITERATIONS

Getting the content right.

With an approved architecture we were ready to start wireframing the primary page templates:

  • Home
  • Business unit
  • Business service category
  • SME profiles
  • Corporate careers

VISUAL DESIGN

Iterating on the visual design.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. 

Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

PROTOTYPE

Test driving our solution.

The site uses a responsive design based on a 12-column structure.

[link to prototype here ]

Developer Handoff

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

FINAL THOUGHTS

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