Project Summary

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Slopeside provides many expert support services for large investment firms and lenders. They wanted an online presence to further legitmize the business and capture lead traffic.

Archetype Summary
A/B Testing
Proto-Persona
Ideation
Prioritorization
Value Proposition
Story Board
Journey Map
Competitive Analysis
Wireframe
Prototype

Emery
Heather
Mustafa
Kaitlyn
Denise

Stakeholder Contact
Product Design
Ideation, Journey Map
Competitive Analysis
A/B Testing
Wireframes/Prototypes
Usability Testing

Problem:

Our stakeholder aimed to establish an online presence to enhance credibility, attract new leads, and future employees. By collaborating on a strategic design that effectively communicates key information, they can seamlessly partner with a web developer to bring their vision to life using the design roadmap.

Solution:

We believe by creating a transparent, user-friendly, and customizable digital platform for professionals and businesses seeking reliable administrative services will foster trust, improve client confidence, and streamline decision-making.

Our Process

We gathered information about the company and put together initial questions for the stakeholder before meeting with stakeholder to gain deeper understanding of their goals.

We did research on other similar companies, with a competitive analysis
The Value proposition highlighted the benefits and target audience.
From the research, our proto-persona showed us the user type for the website.
With that information, we identified the purpose, target audience and goals on a Heuristics Analysis.
User thinking and some pain points were done on a Behavioral Archetype Summary.

TAKEAWAY:

Having gathered competitor information, doing the Heuristics Analysis, etc... we were able to feel confident about how our low fidelity wireframes, following with high fidelity wireframes would look.
Having the stakeholder involved regularly in this process ensured we had the proper verbiage and were on point with areas to highlight within the design.

Interviews and User Testing

We interviewed the stakeholder to find out what their clients are looking for.
These were the key elements:

Specific services for Residential Transactional Loans
Flexibility within those services

Our A/B testing targeted two areas of the website:

Home page - having the services listed there or not.
Services page - having each service listed inside blue boxes or not.

Figuring out the User Needs

After putting together an initial list of questions for the stakeholder, we began a research plan. Started with Competitor Analysis and finding out the type of user who will use the website.

Slopeside's competitors were mostly larger and very few. Some key differences were:

Standout customizable services
Social media
Testimonials
Certifications

With stakeholder input and competitor research, we developed the behavioral architecture and proto-persona to help guide the design process.

Easy Navigation
Key Information
Clean and Professional looking
A way to contact business

Low Fidelity Wireframes

Initial clickable, low-fidelity wireframes included:

Home
About Us
Services
Careers
Contact Us

The iterations for the Home page, Services page and Contact Us page show on the following initial wireframes:

Removing the services list from the Home Page, however, the stakeholder wanted to keep the list so we suggested doing an A/B test for the Home Page.
Rearranging the layout of the services page with a plan to add color. The Services Page was also added to A/B testing.
The About Us page was reduced to having only two sections showing About Us and Meet the Team
We removed the Contact Form from botom of About Us page to it's own page per the stakeholder request.

High-fidelity Wireframes & A/B Testing:

A couple of A/B tests were conducted to identify user preferences:

Home Page - Services listed or not?
Services Page - Services listed in blue boxes or not?

A/B testing done on Lyssna and given to stakeholder team members:

A/B Test Results:

12 participants
Both tests were 50% or higher on ease of navigation.

A Test:

B Test:

On a scale of 1-5, 5 being best result

A Test HOME page:
B Test HOME page:

A Test SERVICES page:
B Test SERVICES page:

Final Design for Usability Testing:

Home Page ended up having the services listed.
The Services Page ended up with a cleaned up stacked grid and defined sections but without the bold color.
Having the Stakeholder constantly involved, the other pages were simplified by removing extra images and sections on pages and by enhancing the Contact Us page with pertinent information. Here are the final web pages for Slopeside, ready for development.

Methods We Used:

Collaborators:

My Role: