Sustainable Indoor Growing Systems
A website for an agricultural startup that enhanced the company’s brand image and increased inquiries by 14% as well as extended average site visit time by 27%.
My Role:
UX Designer
Tools:
Designed in Adobe XD
Team:
1 UX Designer
1 Project Manager
1 Front End Engineer
Problem:
SIGS was raising funding to expand their business but their website didn’t adequately explain their product offering to potential investors. As a result, they weren’t hitting their investment targets.
Solution:
A cohesive website that clearly articulated their value proposition and had strong calls to action to drive investor engagement.
Research
Client Discovery
The Project Manager and I led a discovery session with the client to understand their business goals, value proposition, and competition. Their goals included an increase in the number of investor leads from the contact form on their site, increased site traffic, and better brand awareness.
Heuristic Analysis
To identify issues with the current website, I did a heuristic analysis that uncovered numerous usability and performance issues that hindered the client’s business goals. For example, the primary buttons on the page were transparent which made them inaccessible and easily overlooked.
Competitive ANalysis
I collaborated with the client to review similar websites that they liked, including those of their competitors. This provided inspiration for the design phase.
Design
Wireframes
I designed several sets of wireframes that supported the client’s business goals, addressed the usability issues I had discovered and drew from some of the best qualities of competitor’s websites.
Iterations
I went through 2 rounds of revisions based on feedback from the client and internal stakeholders.
“The SIGS logo has a wide ranging color palette that I think should be leveraged more”
“I'd love to see the Contact CTA sections highlighted a bit more as they feel secondary right now.”
“Change the first image on the How It Works section back to full width for greater impact.”
High Fidelity & Prototype
After an additional round of feedback and adjustment, I produced high fidelity mockups with real content and created a prototype for the client’s final approval.