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.
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PROTOTYPE
Test driving our solution.
The site uses a responsive design based on a 12-column structure.
[link to prototype here ]
Developer Handoff
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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