OVERVIEW
My Role
UX Designer Intern
Team
1 Product Manager
1 Lead Developer
1 Business Analyst
Timeline
July 2023 - September 2023
FreshFind is an online marketplace for individuals to purchase artisanal products from local businesses. FreshFind is hoping to place their focus on developing an existing SaaS platform for sellers who want to create and manage their own online store. Our team redesigned a new homepage for FreshFind’s flagship SaaS platform.
PROBLEMS
The existing homepage has usability issues and lacks a visual hierarchy. It doesn’t entice users to create their own online store, which is leading to a drop in conversion rate and increase in bounce rate.
GOALS
The redesign aims to highlight the ease and simplicity of using FreshFind’s SaaS platform through prominent call to actions and a clear visual hierarchy, while communicating brand values to differentiate FreshFind.
We wanted to redesign the homepage in a way that reflects the values of the product - easy to use, simple to navigate and quick to learn. As a result, we focused on establishing a clear and simple, but effective user interface.
Differentiate FreshFind from other SaaS providers
Emphasize the simplicity of creating a digital store
Build an initial client base to enter into the SaaS market
DESIGN CHALLENGE
How might we design a homepage to increase the conversion rate by enticing users to create their own digital store using FreshFind’s new SaaS platform?
USER RESEARCH
By speaking with potential users, we got to understand their values, learn about what prompts them to go through with a call to action for a SaaS product, and comprehend gaps in the existing homepage. Doing so allows us to understand what to include on thehomepage that can bring the most value to the user and help us develop an initial understanding of the personas that we are designing for.
MAIN INSIGHTS
USER PERSONAS
In order to ensure that we are designing for our target market, we established our main user personas.
COMPETITIVE ANALYSIS
We analyzed competitors in order to gauge the features of their websites and understand what makes their website effective for user conversions.
USABILITY TESTING + DESIGN ITERATIONS
Main Design Improvements
Improvement #1: Conversational Copywriting
We went through several rounds of iterations to improve on the UX copywriting by ensuring that the text reflects what we can do for the user. We worked together with individuals in marketing and product management to refine a set of copy the provides the most benefit for the user.
We wanted to create a description of how FreshFind can help small businesses. However, our first iteration sounded very generic and doesn’t focus on the value we provide to users.
The second iteration focuses more on what we can do for you and the tone is more user-centric. However, it doesn’t really make us stand out from other SaaS providers. We started to think - how we are different from our competitors? How can we show what FreshFind is?
Our final iteration involves a combination of FreshFind’s mission and valuable aspects that make us stand out from our competitors. Not only does this copy shows our value proposition, but it gives users an idea of why FreshFind is the choice you should make.
Improvement #2: Raising the Effectiveness of the Visual Hierarchy
We originally had icons to represent each different value-added area that FreshFind can help customers with, but we realized that this looked quite text-heavy. There could definitely be improvements to enhance the visual hierarchy.
We ended up opting for card-based design to provide a better visual hierarchy, make better use of white space and separate chunks of text to minimize cognitive load.
FINAL PRODUCT
Prominent call to actions to boost conversions
Short and sweet homepage with only the necessary information
Conversational approach to copywriting that can enable users to understand the value they are getting from the product
Enhance credibility by showing success stories and logos of active businesses
