Case studies of Wedge, Zillow, Virgin America, Cleveland Brothers, and Continental Office have been provided in this research brief to highlight companies that have invested and benefited from user experience design. In addition, two trends in how companies are leveraging user experience design to improve business outcomes have been provided.
- Wedge is a Software-as-a-Service startup in the HR Tech space. As it stands, the company is focused on customer retention and growth.
- Wedge’s previous website was more than four years old, had limited product information, and did not reflect the company’s vision. Therefore, a redesign was crucial to ensure that the company’s digital presence was aligned with its vision.
- After a series of interviews, many company stakeholders wanted the website to be user-friendly and not require visitors to sign up before getting information that could lead to a conversion. In addition, stakeholders wanted a website that increased the company’s brand presence. Also, the website needed to be responsive and accessible on different devices.
- Therefore, the main landing page was redesigned to have a clean and simple flow that informed visitors about the company’s products and offerings. All the confusion around pricing, partners, product, and more was eliminated.
- Moreover, the brand was positioned as lighthearted and relaxed through illustrations since one of Wedge’s goals is to reduce the stresses associated with interviews.
- The new site contributed to Wedge having three new full-service partners, being featured in news outlets including Fortune, and raising its latest investment round. Furthermore, the site had “an improved net promoter score of 51.”
- Zillow is a rentals and real-estate marketplace in the United States. The company focuses on empowering people through insights and data to enable them find their dream home.
- One of the challenges that the platform had was a comparable market analysis tool (CMA tool) that was not user-friendly and decreased the homeowners’ confidence when it came to the market value of the house.
- Users found the flow of the CMA tool unintuitive and not responsive. In addition, the old model had multiple steps and only gave an approximation of the home value at the end of the flow. Therefore, the tool was redesigned to have fewer steps and offer instant feedback “on how a chosen comparable home affects the estimated value.”
- Twelve homeowners tested the new design on both mobile and desktop. The redesign made homeowners feel like they have more control in estimating their home value, which increased their trust in the platform.
- Virgin America wanted to reinvent the digital travel experience to meet the demands of its customers. Therefore, it decided to develop a responsive airline website.
- The company engineered and designed a new digital platform that was responsive to the behaviors and needs of modern travelers. The experience was extended to mobile and new native apps for Android and iOS were launched. Additionally, the website’s booking was enhanced and travelers could book flights in one minute.
- After several tests, the new responsive website was released online. The company announced an IPO after running the new site for six months and the results were positive.
- As a result of the new site, the conversion rate increased by 14% and support calls decreased by 20%. In addition, flyers were able to book for flights faster using any device. Mobile conversion also increased three-fold with the Virgin America app.
- Cleveland Brothers is one of the largest CAT dealers in the United States. The company provides solutions to its customers in West Virginia, Maryland, and Pennsylvania.
- Cleveland Brothers wanted to maximize website conversions and “consolidate the operations of their four other divisional websites into a single intuitive brand experience.”
- The new design enabled the company to improve its marketing strategies and offer better product promotion. In addition, the company’s corporate intranet was redesigned to appear clean and organized.
- The new design resulted in the company having an 82% organic traffic increase. Furthermore, Cleveland Brothers received the “Horizon Interactive Award for Web Design.”
- In line with its rebranding strategy, continental office wanted to update its six-year-old website. The company wanted to integrate buyer personas and offer an engaging user experience. The company was also interested in content marketing.
- The old website did not offer a good user experience, which led to a disconnect between the company and prospective customers.
- Continental Office developed a new website with an improved user experience that met its customers’ needs. The website was relevant and offered customers what they needed.
- As a result of the redesign, “traffic increased by 103% year-over-year and net-new contacts increased by 645%.”
Trends in How Companies Are Leveraging User Experience Design to Improve Business Outcomes
1. 3D Elements
- The popularity of 3D elements in user experience design has been primarily influenced by augmented reality and virtual reality technologies. In addition, new web browser capabilities that allow 3D graphics have driven this trend.
- Through 3D graphics, products and services can be displayed in a more interactive and engaging way. For instance, products can be “viewed in 360 degree presentation,” which improves the user experience of the product.
- 3D elements help UX designers to make websites more interesting and appealing. User experience designs with 3D elements encourage customers to stay on the site for a longer time, which increases the average session time.
- For 3D graphics to be implemented successfully, a website should have a high performing user interface that is well optimized and loads fast.
- An example of a company that is at the forefront of this trend is Pitch, a collaborative presentation software. The company has incorporated 3D elements in its website to make it interactive and interesting.
2. Device-Agnostic Experience
- User experience design in 2020 is expected to offer a seamless experience regardless of the device one is using. Instead of only focusing on one device, device-agnostic design looks at the user journey.
- Increasing consumer expectations of being flexible and free has resulted in many companies using device-agnostic designs. Consumers now demand for a seamless experience across different devices as smart watches, smartphones, and smart speakers become more prevalent.
- The aim of a device-agnostic design is to have a continuous user journey through different devices. For instance, a user can shop using a mobile phone and transition to his or her computer to input credit card information.
- Airbnb is an example of a company that is leveraging this trend. The platform is available on iOS and Android, and can be accessed on any device.