EXADS Website Redesign
Creating a new website to have a better engagement with clients.
EXADS is an established international software start up specializing in ad tech. They actively develop and maintain their own proprietary ad serving technology platform and custom built infrastructure for Ad Networks.
We want to create a new website for EXADS that displays company's values and induce positive user experience through informative and relevant content to navigate potential clients in the right direction.
UX Product Design Lead | EXADS
User Research, Wireframing, Interaction Design, Visual Design, Prototyping & Testing
Feb 2020 - Present
The Problem & Goal
The old website which was there since the company was founded in 2013 has not evolved much to represent the energy of the company at present. It was not suitable for attracting customers who wish to create a network using their SaaS solution.
The goal of this project is to create a website that communicates the products and solutions that they provide.
Stakeholders Interviews
We interviewed our CEO Benjamin Fonze to establish the foundations for this project by obtaining valuable insights. These insights were used as a guide for the flow of the entire project, such as business goals, technical constraints, usability problems, and more.
Also we had a session with sales and marketing team to get more insights. We wanted to dig out any pain points or how things can be done better.
We wanted to know how the current website is performing and how it stops from reaching our goals. And what would be success means.
Competitive Benchmark
For this research method, I reviewed four our competitors' websites and benchmarked them to see what they are doing well that I can emulate when it comes to designing our own website.
We looked over a variety of websites for inspiration and identified the pros and cons of each website. We brainstormed on how we could incorporate the good attributes (good call to action, simple and concise content, etc) into our website.
The key objectives were
- To learn how best-in-class websites solve the problem we are trying to solve.
- To understand the conventions we should follow
- To highlight best practice that we should emulate
Ideation
The early stage of creating the website was the preparation of the framework; which included creating a plan, layout, navigation design, placement of web links, and contact us call for action.
After all the competitive analysis and internet research we came up with our own mood board for the site. And after all those rounds of discussion, our proposed IA looked like this in the diagram below.
Wireframes
Before we start to design screens, we have to step back and consider how I want the website to be structured and how I want users to ‘flow’ through it.
Here we created the individual screens for the website with the basic information we had gathered for each page.​ These wireframes will be converted into an high-fidelity prototype later. We used Figma to create this wireframes.
High-Fidelity Prototype
Next we created a high-fidelity prototype for the website with the actual text, screenshots and illustrations in a carefully drafted final layout. Also we have finalised the interactions for the user flow. Again, we used Figma to create this high-fidelity prototypes.
We have presented both the web and mobile prototypes multiple times to Stakeholders, Development, Marketing and Sales team to get their feedback and identify if there are any technical constrains. Based on the feedback, we made numerous iterations on each pages of the website before sending it for development.
Hotjar Integration
We integrated Hotjar with our live exads.com website to understand how users behave, what they are looking for, and how they feel. We wanted to get the real time data of how the users interact with our website.
Hotjar is an intuitive, visual way to discover, consolidate and communicate the user needs. It produces heatmaps and video recording of the users as they flow through our website.
We collect the data often from Hotjar and analyse it to identify the areas to improve. Then we create tickets in Jira to resolve the issues or to enhance something in order to provide a better experience to the users.
Learnings and Outcomes
Living in the digital world, we knew having a website is very crucial for any business. But from this project we got a chance to experience how important it is to have a website with the most updated information and visuals for the following reasons.
- The daily ad impressions went from 9 Billions to 11+ Billions since the launch of the new website.
- We are attracting hundreds of new users everyday and 22% of them revisit the website.
- New website has helped to create many new leads and contributed to increase the sales.
- We were missing several business opportunities and potential clients when we didn't have an updated website.
- When we provide necessary information to the clients, it helps in setting our business apart from our competitors.
- It helps create brand awareness and showcasing our brand to prospective clients.
- It helps to establish our image by letting the clients know who we are and what we represent.
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