ATPCO's corporate website redesign

Research goals

This project kicked off by brainstorming with stakeholders and coming up with assumptions about the site's main issues.

With these assumptions in mind, I conducted quantitative and qualitative research that would help us understand the major problems on which to focus.

Main goals

• Understand the main reasons atpco.net users are visiting the website​.
  
• Learn what type of information users are looking for on product pages.
  
• Identifying the most recurrent pain points users experience when visiting atpco.net
  
• Define the target audience for the site.

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Key insights

After surveying and interviewing stakeholders and customers, I extracted several insights into the website's main pain points and opportunities.

Customers & New Visitors

• Prefer to email sales representatives directly instead of filling out a contact form on the site because they feel they will get an answer faster.
  
  
• Look for information using the global search bar instead of the site's navigation because the labels aren't clear.
  
• Struggle to find information about how to start working with ATPCO and the cost of the company's products.
  
  
• Have difficulty finding upcoming training and events that are relevant to their job.

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ATPCO employees

• Waste time funneling each contact form submission to know if it should go to the customer support team or sales representatives.
  
  
• Need to frequently guide leads on how to find the right solution pages because the site's navigation and naming conventions are confusing for visitors.
  
  
• Feel there is not a consistent look and feel that aligns with the new company branding and other digital touch points.
  

Personas

Based on user interviews and workshops held with the product marketing team, we created user personas for ATPCO's main target audience.

Our focus was to identify the user needs, interests, and concerns of our target audience. Afterward, we worked on how might we improve navigation using taxonomy terms that resonated with the site visitors.

Target audience identified

• Airline – Retailing: Wants to enhance the flight booking experience for customers
• Airline – Pricing analyst: Wants to make data-driven decisions to optimize their pricing strategy
• Airline – Pricing content management: Wants to get fares to market faster and more efficiently
• Airline – Revenue accounting: Want to preserve airline revenue through accurate auditing and settlement
• Airline - Distribution: Wants to manage and grow strategic partnerships to distribute their product
• Technology partner & Sales channels: Want to know they have the most comprehensive airline data

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Problem prioritization

With a clear picture of the site's target audience and key insights on the main problems visitors and ATPCO employees face, we worked on prioritizing the two issues which, when corrected, will have the greatest impact.

We phrased these problems as "How might we..." to kick off our ideation process.

• How might we reduce the amount of time lead qualifiers spend funneling sales vs customer support submissions?
  
• How might we present ATPCO's products so that customers can easily find the ones that are right for them?

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Ideation process

Using how might we (HMW) as a starting point, I brainstormed several ideas on how to solve these key difficulties. Afterward, I evaluated these ideas and used a prioritization matrix to decide which ideas to conceptualize.

Storyboards to conceptualize new contact forms

To determine the feasibility of the ideas prioritized for the contact form, I created storyboards to visualize the ideas and present them to my team. After presenting these ideas to my team and my mentor, I gathered their feedback and iterated on the concepts.

Information Architecture

One of the biggest issues I heard from both customers and ATPCO employees was that the site's navigation was not very intuitive.

Consequently, one of the ideas selected to help users find information easily was to reorganize the site's information by task and use a labeling system that resonates with the user's job function.

To do this, I worked with the product marketing team to restructure the site based on the tasks that ATPCO's target audiences need to accomplish.

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Card sorting to validate new Information Architecture (IA)

To validate the new IA, I conducted a Hybrid card sorting exercise. The results of this exercise showed that the new organization and labeling system resonated with their mental models and we only needed to do minor changes.

Main findings

• "Flight shopping content" is a label that customers mostly relate only to retailing content. "Airline data" seems to be a more inclusive term for both pricing and retailing airline data.
• 7 out of 12 thought "NGS" should be under "Retailing & Digital commerce"
• 10 out of 12 thought "NDC" should be under "Distribution"
• 8 out of 12 thought "Dynamic pricing" should be under "Pricing& Revenue Management"
• The label "Software" was the most confusing term for customers. It does not communicate that these are tools for customers to access data. Most customers classified this as "Innovation with Industry Advancements"
• "Data sets" was also a label where customers did not completely align with us. Half the respondents classified it under "Our airline data" or "Access our airline data".

Rebranding & Wireframing

In order to test the new contact workflows and measure the impact of the new design, I built a prototype of the new contact workflows to conduct user testing.

Moreover, in order to accomplish our goal to redesign the site to match the new company's branding, I made use of all the styles and components that we built after their customer center redesign. It helped me to stay consistent, design faster, and stay on-brand.

User testing results

I conducted 3 unmoderated usability tests with the help of Useberry to test the current contact form workflows and several designs iteration for the new contact form workflows.

Usability issues with current design

• With the current design, it is difficult to find information on how to reset passwords, which causes unnecessary contact form submissions for support.
  

• It is hard for users to find ATPCO's customer support portal. Consequently, customers with access to ATPCO's support portal submit customer support tickets using a contact form that is meant for sales conversions and not customer support.

Usability issues with the first design iteration

• In the ideation phase, the team decided to separate the current universal contact form into two forms. One that would go straight to the support team and another one to the sales team.
  
• We also wanted to test a multiple-step sales form. However, although customers were able to easily find the new sales form, the multiple-step form had only a 51% completion rate because 47% of users dropped off.

Improving usability

Action 1

Make the link to learn how to reset a password more visible and add it as a support link when users try to fill out a customer support form.

Results: 100% of users were able to find out how to reset their passwords.

Action 2

Giving users a distinct path to follow if they need customer support. This path takes them to a conditional form that allows existing customers to access ATPCO's customer support portal.

Results: 100% of users were able to find the customer support portal.

Action 3

Due to the fact that only 51% of users were able to complete the multiple-step form to contact the sales team, we iterated this design multiple times and decided to make it a one-step form.

Results: 93% of users were able to contact the sales team successfully.

Desktop designs

Below you can see the designs in a Desktop breakpoint for:

• Homepage
• Product page template
• Contact us landing page and forms
• CMS views that pull together information from the website, such as; Blogs, Case Studies, Press Releases and Events.
• Navigation menus