Project Overview

Egen, a data engineering and cloud services firm, was preparing to launch a new product aimed at the health, wellness, commerce, and food service industries. However, their existing website no longer aligned with their evolving market needs. Egen sought a redesign to better reflect their expertise and appeal to this new target audience.

Collaboration & Approach

I collaborated closely with Egen’s marketing director and brand development team to redesign their website, focusing on a modern, responsive design. The redesigned site was crafted to:

  • Engage their target market and showcase the product's proof of concept.

  • Offer a clean, visually appealing experience with an emphasis on usability and accessibility.

  • Optimize the user journey through intuitive navigation and clear calls-to-action to drive conversions.

 

Impact

The responsive website redesign had a positive impact on Egen's ability to engage their target market and demonstrate their product’s proof of concept.

  • Increased Conversions: The new design facilitated more effective tracking of user actions, which would help to convert website visitors into qualified leads.

  • Enhanced Customer Satisfaction: Mobile functionality improvements led to a better overall user experience, resulting in higher satisfaction, especially among mobile users.

  • Market Alignment: The updated website now more accurately reflects Egen’s focus on Health, Wellness, Commerce, and Food Services, aligning their digital presence with their strategic market goals.

 
 

Homepage Redesign

The original homepage did not effectively reflect the market Egen aimed to reach. The new homepage features a modern, engaging layout that clearly communicates the company’s expertise and value proposition to businesses in the health, wellness, commerce, and food service industries.

Usability and User experience

The goal of the redesign was to create a website that aligned with Egen's target market and showcased their products effectively. Key improvements were made to several areas of the website, specifically focusing on usability and user experience. Based on Usability Heuristics, I identified and addressed key issues related to call to action, menu bar, and navigation and case study section.

 
 

Key Improvements

01. Call to Action (CTA) Optimization

The original CTA icon in the top-right corner was mistaken for a chatbot, causing confusion and reducing conversions. I replaced it with a clear "Let’s Talk" button, positioned next to the "Sign-In" button for existing users. This simplified interaction, improved user clarity, and allowed for higher conversion rates as visitors were more likely to engage and take action.

Issue: The original CTA icon was ambiguous, leading to user confusion and lower conversions.


  • Problem:
    On Egen’s original website, there was an icon located in the top-right corner that users mistook for a chatbot. When clicked, users were redirected to a form instead of interacting with a chatbot, which led to confusion. This design didn’t align with common industry standards, where chatbots are typically represented by clear, easily recognizable icons.

    Solution:
    To resolve the confusion, I recommended removing the icon entirely and replacing it with a clearer “Let’s Talk” button, positioned next to the “Sign-In” button for existing users. This new CTA clearly indicated its purpose, reducing user uncertainty. If the original icon had been intended for a chatbot, I would have explored industry-standard conventions for chatbot design to ensure clarity in future iterations.

    Results:
    The updated CTA design led to more intuitive user interactions and helped improve conversion rates. By providing a clearer and more consistent user experience, the website saw an increase in users taking action, converting visitors into qualified leads and potential customers.

02. Menu Bar & Navigation

The original menu bar lacked clarity and was difficult to navigate. I simplified and reorganized the structure, making it easier for users to find key information and access content quickly. This improvement streamlined the overall user experience, making the website feel more intuitive and easy to use.

Issue: The original menu bar failed to fully support the user's needs, causing important content (like the blog) to get lost in poor navigation.

  • Problem:
    The menu bar did not provide sufficient visibility into what users could expect when clicking or hovering over each tab. The "Insights" tab contained a valuable blog section, but it was buried in poor navigation, making it hard for users to discover.

    Solution:
    I redesigned the menu with a clear drop-down structure, making it easier for users to predict what they would find when interacting with each tab. I also reorganized the “Careers” and “Insights” sections, placing all user-related content on the left and employee-focused content on the right for better clarity.

    Results:
    This reorganization improved the visibility of the blog, making it more accessible to users. As a result, the website was able to attract and engage more targeted customers, improving user interaction and overall site usability.

 

03. Case Studies Section

The original case studies section was underdeveloped and didn’t effectively showcase Egen’s success stories. I redesigned this section with a more visually engaging layout and a stronger emphasis on client results. The new design built credibility and trust with potential customers, while reinforcing Egen's expertise in their target industries.

Issue: Carousel Gallery limited the functionality and visibility of case studies, reducing their impact.


  • Problem:
    The original case studies section used a traditional carousel gallery, which had several usability issues. When scrolling to the projects section, parts of the images were cut off, and the carousel would often malfunction, skipping upwards when trying to click the arrows. The lack of proper interactivity led to a poor user experience, diminishing the potential impact of the case studies.

    Solution:
    I replaced the carousel with an interactive button experience that improved functionality and made it easier for users to navigate. The new design effectively showcased case studies that aligned with Egen's focus on Health, Wellness, Commerce, and Food Services, drawing attention to their expertise in these industries.

    Results:
    This redesign helped Egen better demonstrate their success stories, which contributed to building credibility and attracting customers within their target market. The new case studies section also served as a strong proof of concept for Egen's new product offering.

 

Next Steps

Opportunities for Improvement

Given more time, I would conduct a comprehensive content audit to optimize the website’s navigation, particularly focusing on the "Insights" tab and the footer section. To improve usability and user engagement, I would implement the following tools and strategies:

  • Tree Testing: To evaluate the site’s information architecture and improve navigation.

  • Card Sorting: To better organize content and ensure logical grouping of information.

Additionally, I would focus on enhancing content visibility and efficiency across the site by:

  • Analyzing Keywords & UX Writing: To optimize copy for search and clarity.

  • Optimizing Links: Ensuring all links are purposeful and provide value.

  • Content Organization: Refining the structure of all website pages to improve user flow and accessibility.