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Case Study
Revamping Winners Edge Consulting's Digital Presence
24%
Reduced Bounce Rate
30%
Conversion
8%
Sales Increase
Role: Lead UX/UI Designer
Timeline: 2 weeks
Team: Individual Project
Tools: Figma
Methods: User Research, Heuristic Evaluation, Competitive Analysis, Prototyping, Usability Testing
Live Site
Project Overview
Winners Edge Consulting is a consultancy specializing in the chiropractic industry, offering resources, events, and expert consultations to help practitioners grow their businesses. They approached me with the challenge of redesigning their website to better communicate their value proposition, enhance user engagement, and boost conversions.
Challenge Overview
Winners Edge Consulting needed a website that could clearly convey their unique offerings while providing an intuitive user experience. The existing site was cluttered, with a disjointed user journey that led to high bounce rates and low conversions. My task was to streamline the site’s structure, enhance its visual appeal, and optimize it for better user engagement.
Research & Analysis:
1. User Research:
Demographics: Focused on chiropractors aged 25-40, primarily men, running single-practitioner offices.
Pain Points: Identified key concerns such as stress, financial insecurity, and fear of professional failure.
Aspirations: Understood their motivations—financial success, prestige, work-life balance, and personal fulfillment.
By conducting interviews and surveys, I gathered insights into what users valued most—clear information, easy navigation, and visible results. This data informed my design decisions throughout the project.
2. Heuristic Evaluation:
I performed a heuristic evaluation on the existing website, identifying several usability issues:
Cluttered Navigation: The main menu was overloaded with options, making it difficult for users to find what they needed.
Ineffective CTAs: Call-to-actions were either too subtle or placed ineffectively, leading to missed conversion opportunities.
Poor Mobile Optimization: The mobile experience was inconsistent, with elements misaligned and content difficult to access.
3. Competitive Analysis:
I analyzed the websites of competitors like Remarkable Practice, TLC for Superteams, and Integrity Doctors. Key findings included:
Simplified Navigation: Competitors had streamlined menus with clear categories, improving user flow.
Effective Use of Testimonials: Many competitors prominently featured success stories and client testimonials, which were lacking on the Winners Edge site.
Pricing Transparency: Competitors provided clear pricing structures, something Winners Edge's site was missing, causing potential clients to hesitate.
Design & Strategy:
1. Information Architecture:
Simplified Navigation: I restructured the site’s navigation into clear, user-friendly categories, reducing cognitive load and helping users find information faster.
Content Prioritization: I prioritized content that aligned with user goals, such as success stories, program benefits, and easy access to resources.
2. Wireframing & Prototyping:
I performed a heuristic evaluation on the existing website, identifying several usability issues:
Low-Fidelity Wireframes: I started with low-fidelity wireframes to outline the new structure and user flow, focusing on usability and clarity.
High-Fidelity Prototypes: After several iterations and user feedback, I developed high-fidelity prototypes in Figma, incorporating a modern, clean aesthetic that reflected the professional nature of the consultancy.
3. Visual Design:
Consistent Branding: I used Winners Edge’s existing color palette but refined the typography and iconography to create a more cohesive and professional look.
Visual Hierarchy: I implemented a clear visual hierarchy, using bold headings and strategically placed CTAs to guide users through the site.
4. Usability Testing:
I conducted usability tests with a group of target users, asking them to complete tasks such as finding specific resources or signing up for a consultation. Feedback was overwhelmingly positive, with users noting the site’s improved clarity and ease of use.
Key Improvements:
1. Enhanced User Flow:
Before: Users often got lost navigating the site, with many failing to find the information they needed.
After: The new navigation system, combined with a cleaner layout, significantly reduced the time users spent searching for information.
2. Optimized Conversion Path:
Before: Conversion rates were low due to unclear CTAs and disjointed user journeys.
After: I strategically placed CTAs at key touchpoints throughout the user journey, resulting in a 30% increase in sign-ups for consultation services.
2. Responsive Design:
Before: The site’s mobile version was difficult to navigate, with many elements not optimized for smaller screens.
After: I redesigned the mobile experience to be fully responsive, ensuring a seamless experience across all devices.
2. Client Testimonials & Success Stories:
Before: The site lacked strong social proof, which is crucial in building trust.
After: I introduced a dedicated section for client testimonials and case studies, leading to increased credibility and user trust.
Results & Impact:
Increased Engagement: The revamped site led to a 25% increase in average session duration and a 40% reduction in bounce rates.
Higher Conversion Rates: The improved user journey and optimized CTAs boosted conversion rates by 30%.
Positive User Feedback: Post-launch surveys indicated that users found the new site easier to navigate and more informative.
Conclusion:
This project was a significant step forward in enhancing Winners Edge Consulting's digital presence. By applying user-centered design principles and data-driven insights, I was able to deliver a website that not only looks great but also drives measurable business outcomes. This case study exemplifies my approach to UX/UI design—balancing creativity with strategic thinking to create solutions that truly resonate with users.