Navigating Product Evolution

When embarking on the development of the new product website, we faced several challenges that intensified after a series of interviews and research sessions. These challenges spanned operational issues but were primarily rooted in the disparity between the product's operational evolution and its outdated marketing approach. The key challenges were:

• Structuring new product features
• Adjusting to changes in target audiences
• Revising pricing structures
• Navigating time and budget constraints

Designing Effective Solutions

To tackle these challenges, we initiated the process by creating a UX sitemap, which helped us organize the new content and structure the website effectively. Through multiple iterations, we arrived at a satisfactory structure that seamlessly integrated the new product features.

With the structure in place, we proceeded to low-fidelity wireframing, followed by designing new visuals and developing a UI style guide. We then advanced to high-fidelity wireframes. Throughout each phase, we conducted stakeholder interviews, which highlighted inconsistencies in the product's target audience and continuously informed our design process.

To address the pricing structure, we designed pricing cards to enhance transparency of the product plans, while still requiring users to request a quote for their selected plan. This approach allowed us to keep pricing confidential, due to industry norms, while providing users with a detailed breakdown of each plan and the option to request a specific quote and demo.