— PROJECT NAME
Loop Value Pillar + Feature Pages
— ROLE
User Research
Wireframing
Website Development
— DATE
H1 2023
- In early 2023, Loop introduced 4 new value pillars to attract and educate Loop prospects: Save Time and Money, Retain More Revenue, Drive Customer Loyalty, and Offer Sustainable Returns.
Our marketing team created 15 new web pages that included these value pillars in addition to individual pages for each feature. I was responsible for researching the customer journey, wireframing solutions and developing the webpages on our wordpress website.
Goals for the project:
Primary
• Educate prospects on Loop’s product, features, and value propositions
• Optimize and increase organic search ranking, website traffic, and website performance
Secondary
• Increase conversion rates
• Replace the need for one-pagers
• Continuation of prospect journey
PREVIOUS SOLUTION
4 category pages (Exchanges, Automation, Logistics, and Return Data)
Desktop + mobile navigation
Desktop + mobile views of current value pillar pages
Observations
• Features are buried on value pillar pages and are not accessible from navigation menu
• Desktop navigation menu has a large footprint and covers a lot of content on pages
• It is not intuitive to navigate between value pillar pages or discover individual features
• Mobile and desktop have different navigation hierarchies
RESEARCH + DISCOVERY
Comparison websites and the importance of navigation
I explored 4 different websites to compare user journeys throughout their feature pages.
FINDINGS + IDEAS
The menu navigation and page hierarchy for the new Loop product pages is important and will affect the user journey.
Loop website users are viewing the site at different points in the adoption journey and these pages should be easy to navigate and should clearly communicate where the user is.
Ideas to try in the wireframes:
• Breadcrumbs
• Value pages listed in top level of menu
• Add navigation items within the page content
WIREFRAMING
Menu Navigation
A new solution for the menu navigation was an important discovery and we determined that the current menu design was not viable for the user journey through these new web pages.
Early navigation menu concepts
Navigation concepts using current website menu functionality with no development work.
Closer to final menu navigation concepts using a floating block for desktop.
Overview, Value Pillars, and Feature Pages
The wireframing process was important to help us understand the user journey on each individual page and as the user navigated among the 15 new web pages.
Early page concepts.
Create a low-friction flow for a user to navigate between 3 levels of pages by adding CTAs throughout.
The importance of an all features (products) page started to emerge from the user journey using the navigation and pages.
Closer to final concepts.
UX HIGHLIGHT
ALL OF LOOP’S FEATURES
Through discovery of the user journey process it became clear that an "all features" page would be beneficial as a visitor explored the website.
Although not part of the original project scope, adding this page would allow prospects to view a full list of product features with descriptions and would serve as a helpful page for CTA redirects that hopefully helps lower bounce rates.
FINAL DESIGN
Overview, Value Pillar, and Feature pages
Desktop + Mobile menu navigation
DID WE ACHIEVE OUR GOALS?
Primary
Educate prospects on Loop’s product, features, and value propositions.
Loop's 4 new value pillars and all product features have been added to the website in an easy to navigate menu and page structure/hierarchy.
Optimize and increase organic search ranking, website traffic, and website performance?
Yes, the overall page structure, hierarchy, and navigation menu will allows visitors to have a more logical user journey. All pages have been optimized for keywords and accessibility.
Secondary
Increase conversion rates
Undetermined. Since these were all new pages we are currently gathering performance data for 'time on page', bounce rates, and conversion to 'Book a Demo'.
Replace the need for one-pagers
We have heard feedback from our sales, merchant success and marketing teams that these pages have become a valuable resource that they directly send prospects links instead of one-page pdfs.
Continuation of prospect journey
Knowing that users of these pages are in different points along adoption journey it was important to add these pages to the website as an easily accessible resource for all or our prospects and internal Loop team.