Research

Based on initial research, users typically spend time on product pages and prefer looking at product screenshots to understand what it has to offer. To gain inspiration and identify best practices for the new website, I took a look at some of our competitors's websites, specifically their product section. I also looked for UI patterns for navigation and CTA placements across similar SaaS websites.

New Goals & Iteration

As the visual branding, final messaging and user objectives were being finalized, new goals for the website iterations were being implemented:

• Convey Polaris' main value proposition:  We wanted to drive home our main marketing message. This was accomplished through the copy, custom images and selected product screens.
• Emphasize harmony across organizations:  I emphasized the theme of collaboration with less hassle in the imagery and storytelling while staying on brand.
• Convey trust and confidence:  Our previous mockups were very cluttered, which portrays a lack of confidence, assuming visitors would need to read a lot of information to capture their interest. We wanted to keep it simple so that visitors can see at a glance what we offer. We made the copy more concise and added more white space to the layout.
• Design intuitive website navigation:  Our platform has an extensive product offering. I worked on the navigation to guide visitors through the website through menu and icon design.
• Increase lead generation:  I discussed with our lead generation expert to figure out which CTAs were more important. Based on that hierarchy, I rethought out the styles for each button, links and icons.

Next Steps

Polaris' new website launch was a big accomplishment for the team. However, a new website always has room for improvements. The next steps would be to evaluate CTAs, conduct A/B testing to increase optimization and improve the UI functionality for mobile devices.