Revamping First Orion:
A Website Redesign Journey
Understanding the scenario
First Orion, a leader in telecommunications technology based in Little Rock, Arkansas, is experiencing rapid growth. The company specializes in developing innovative branded communication solutions, with two of its principal products being INFORM and ENGAGE.
INFORM is a Branded Text Display that enables companies to personalize their caller's experience by displaying custom information on the recipient's phone screen. On the other hand, ENGAGE is a Branded Graphic Display that allows companies to enhance their brand image by displaying graphics or logos on the recipient's phone screen during a call.
As the demand for advanced communication services continues to increase, First Orion's cutting-edge technologies and experienced team have earned it a reputation as a trusted partner in telecommunications. Despite the current challenges facing the economy, First Orion is continuing to grow and expand, positioning it to take advantage of new opportunities as they arise.
After analyzing the company, I identified some issues with their website's home page and product pages, and with that, room for improving. These range from small issues such as a lack of hover on buttons and poor spacing organization, to bigger issues such as poor page structure and inappropriate positioning of sections. For example, the "Trusted by" section is not prominently displayed on the top of the page, and the main products, INFORM and ENGAGE, are not prominently featured.
Due to these issues and based on my experience as UI/UX Designer, I have decided to redesign their website's home page and product pages to improve user experience and better showcase their products. The redesign will focus on addressing these issues and making the website more user-friendly, visually appealing, and effective at communicating the company's value proposition.
Developing a CSD Matrix
A Certain, Suppositions, and Doubts (CSD) matrix is a powerful tool that can be used to organize and analyze information related to a particular project or decision. In the context of redesigning the First Orion website, the CSD matrix helps to identify the known issues with the current design, the assumptions about the potential benefits of a redesign, and the uncertainties or unknowns that need further investigation.
The certainties and suppositions listed in the CSD matrix were developed after analyzing some of the top technology companies' websites and researching best practices for UX/UI design on various industry websites. This research, along with my own experience in the field, helped to identify the known issues with the current website design and the potential benefits of a redesign. The certainties represent the issues that must be addressed in the redesign, while the suppositions represent the potential benefits that the redesign could bring.
However, it's important to note that some of the doubts listed in the matrix can only be solved by conducting real user tests. By performing user testing, we can gather valuable feedback and insights on how users interact with the website and how the redesign is impacting their experience. This feedback can be used to make data-driven decisions and optimize the redesign to better meet the needs of the users. Tools such as Hotjar can provide valuable insights into user behavior and A/B testing can be used to compare the old and new website designs, to identify which design elements are working well and which need improvement.
Re-designing the Website
Current First Orion’s home page
Suggested new home page
Navigate on the prototype below, or by clicking here.
Explaining the changes
Home page
Product Page - ENGAGE
Product Page - INFORM
Conclusion
The re-design of First Orion's website was aimed at improving the user experience and increasing conversions. The re-design included several changes such as moving the "Trusted by" section to a more prominent location, displaying a video presentation of the product on top of its page, and reorganizing the features to be more easily understood and compared to competitors. The re-design also included the placement of a clear and user-friendly call to action section after the information about the product was given.
All these changes were made to increase credibility and trust in the company and make it easy for users to find the information they need and take the desired actions.
Additionally, the use of real user testing and user experience tools like Hotjar and A/B testing, will help solve the doubts, providing valuable feedback on the new design, and making sure the user's needs are met. The re-design of the website will bring a more professional and trustworthy image, which will help to increase the chances of the user making a purchase or taking other desired actions.