Purpose Design Co. Landing Page
Showing benefit companies how to succeed through a well-designed, transparent design process
Just imagine
A Complete UX Writing Project
As an executive leading a B-Corp (benefit corporation business structure), you're spearheading the transformation of your digital footprint. Your first step is to rejuvenate your online presence, beginning with a contemporary website. In this endeavor, the crucial task is selecting a design firm. After thorough evaluation, you opt for an agency with expertise in promoting B-Corps, with a specific emphasis on those dedicated to women's rights and environmental causes. It's important to you that the chosen design agency understands your business and shares principles aligned with yours. After diligent research, you land on Purpose Design Co.
Context
Product and Audience
Purpose Design Co., formerly B Corp Design Agency, is a start-up design company. Purpose is building a new website that caters to executive decision makers at large Benefit Corporations who have the authority to choose the design firm for their company’s digital marketing. For this project, our team has to complete the landing page for Purpose Design Co.
My Role
I was part of a team that had 4 weeks to design 3 different landing pages to be assessed by executive level decision makers. I worked with 3 amazing UI/UX designers, 2 developers and the CEO (the main stakeholder). My main tasks were to:
Write microcopy.
Design the landing pages.
Write the questions for the research.
Present results to stakeholders.
Challenges
gain more customers.
grow their brand.
stand out.
Approach
Create a landing page to showcase Purpose Design Co.
Chose words that speak to users and elicit emotions.
Test, test and then test.
Exploratory Research
Persona
Based on user interviews and surveys provided a more profound understanding of the typical user.
Provided a more profound understanding of the typical user, encompassing their goals, needs, experiences, and behaviors.
Continuously refined as additional data became available.
Reflected on the characteristics of this persona to make word choices
Executive decision maker
Heuristic Evaluation
Using Nielsen-Molich heuristics, we chose 4 key metrics to evaluate competitors' websites to help Purpose Design Co. find its voice and tone, understanding of terminology, layout and color scheme. We chose to compare and contrast:
Consistency and Standards
Recognition and Not Recall
Flexibility and Ease of Use
Aesthetics and Minimalist Design
Naked Ideas
Something Familiar
YoYo
Man Overboard
User Testing
A/B Testing Prototypes
Iterated high-fidelity designs of 3 landing pages using Figma and Adobe.
Tested 30 users in a compare and contrast format to learn what worked for users and what did not.
Gained valuable insight to create a better design going forward.
Design A Prototype
Design B Prototype
Design C Prototype
As the UX writer, I wrote the questions for the A/B testing. The 2 testing agencies we used were Sprig & Maze.
Ask subjects to compare and contrast 3 designs.
Learn what decision makers look for in a design firm.
Consider- terminology, layout, color, and expectations.
Research questions for A/B testing
Survey questions
Testing Results
Terminology Affinity Map
We wanted to determine what others thought of our website and used this to brainstorm ideas for Purpose’s voice and tone.
Terminology Affinity Map
A/B testing results
Design A
Problems with Design C
A bit boring and plain.
Too many images and too much squeezed into a small space.
Design C
Positive words describing Design C
Successful
Perfect
Simple
Bright
Unique
Accessible
Positive words describing Design A
Light
Calming
Organized
Easy to read
Professional
Fun
Problems with Design A
Wording was unauthentic.
Colors were boring.
Layout was flat.
Design B
Positive words describing Design B
Bold
Modern
Sleek
Trendy
Strong
Sophisticated
Problems with Design B
Design was too dark and difficult to read.
Color was too aggressive.
Layout felt "old-fashioned.”
Favorite design
Participants chose their favorite overall design.
Learned subjects were very polarized in their opinions of the designs.
Results were evenly distributed amongst the designs.
UX Copy
Final Contact Form
Reduced friction for a better experience
Improvements to implement
Redesign the landing page based on the positives of each design and remove the negatives. Unite the best parts of each design (A, B and C) into one landing page.
Solution Areas (design A): Choose easy to understand language, polish it.
Who We Are (design C): Less scrolling and change to a concise layout.
The Methodology (design C): "Publishable" and "perfect" because of the clear language. Use this language.
What We Stand For (removed): Relocate to another page on the website for simplification.
The Get in Touch form (design B): Simple, clear, concise text and design, will still be pared down a bit more.
The Projects (reworked): Remove fluff, and unnecessary text.
Learnings
I learned a lot from this project!
How to design on a tight deadline with a team of many different personalities. It was so exciting! I loved being part of a team.
Honed my UX writing skills, specifically, tone and voice, buttons, drop-down and form creation.
Improved my presenting skills by presenting to stakeholders and getting feedback, then reiterating to find the perfect combination of content and style.