vzaar is a video hosting service for businesses. It provides an online app where customers can manage their video content and take advantage of features such as customisation, security, video SEO, advertising and more.
Problem
The existing website wasn’t engaging enough. The page didn’t support the business goals and the key messages weren’t clear enough to differentiate vzaar over their competitors. The content hierarchy didn’t cover user expectations and needs.
Team
I worked very closely with our head marketing, Hayley Dixon. Along the process there was a continuous collaborative team approach. Support, sales, development and management - everyone had an essential role in its development.
My role
I led ideation, stakeholders activities such as surveys, card sorting and interviews. I led prototyping, design and front-end implementation.
We analysed customer feedback coming from surveys, case studies and support tickets. Together with stakeholder interviews and surveys gave us a unified vision of the product, its values and goals. We identify our strengths, weaknesses, values and vision. We had a clearer picture of the company’s personality that we wanted to communicate.
Looking at numbers we realised that most of our users were clicking on features and pricing pages. We had too many links on our homepage that made the page confusing. In fact, less than 10% of our visitors were clicking on other sections of our main navigation.
Features section had 61 features. The navigation though them wasn’t intuitive and efficient. Also sometimes the wording was too technical for our target audience. I run a card-shorting exercise. This was extremely useful for grouping and naming the features, as well as identifying which aspects were confusing and irrelevant.
Having the information architecture defined I turned insights into sketches that we did discuss and improved as I moved towards a more high fidelity prototype. We had some fun photo and video shooting to bring the great human side of vzaar’s team alive.
“I worked closely with Virginia to redesign the vzaar marketing website, during which she implemented the user centered design approach. She has a real flair for user research, competitive analysis and prototyping and is very thorough in her approach. Following the redesign of our features pages we achieved a 23% boost in conversions.”
Result
The site was live in November of 2014.
23% increase in conversions from the Features Page compared with the last year.
Bounce Rate decreased by more than 10%.