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In our website discover, we identified a major pain point that was hindering the user journey and user experience on
The brand also needed a pricing page update to differentiate between their pricing options. Lastly, they expressed difficulty in tracking their goals and the results of their content offers.
Reinhard Kirchner, our Head Designer, was faced with the challenge of simplifying the user journey and coming up with a UX-friendly optimisation, wireframing and prototyping was carefully carried out, to try to condense and restructure the heavily content-laden website.
In his approach to the redesign, Reinhard says …
"We made the design very simplistic and divided everthing up into easily digestible chunks. For it to work with the same content and information, we liaised with the Rapidi team and re-created the content to support the new design."
By stripping the content and designing a cleaner, clearer structure, we were able to streamline the user journey and create a drop-down menu from the solutions tab.
Users can easily find the category they're searching for under this tab. With one click they'll be directed to a new page which lists all the solutions pertaining to their needs. This solutions page also features a list of their support products which is useful in drawing visitors deeper into the website and encouraging sales.
Many icons were designed and strategically placed throughout the website to break up sections and space out chunky content on site pages.
For the pricing page, the team made use of HubSpot's personalisation tools (smart content) to automatically show currency specific pricing plans, based on geolocation. If users are visiting from the UK, their pricing would appear in pounds, and if from Europe or the US, it would appear in euros or dollars respectively.
To tackle the issue of measuring
In an effort to further improve user navigation we built a topical filter into the blog listing header that allowed users to filter their blog search according to topical interests.
The brand has an extensive range of downloadable content for which we created a two-step filter on their resource page that would enable them to filter by topic and format/content type.
The result is one of our best pieces of design work to date. Not only did the team rally to create a very structured end-product, but the smart use of design and layout allowed us to make full use of real estate while still being able to house a great deal of content.
The pricing page update improves the website's personalisation, as well as marketing aligned with the use of the HubSpot portal. The landing and thank you pages created helped to glean valuable insight into which content performs better than others, and allowing for a more informed marketing strategy.Visit the
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