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Human side of analytics.
Contentsquare does user experience analytics. I wanted to show, at one glance, the value it ads and that anyone can use it.
Time: 8 hours
My role: Competitor analysis, UX, UI
Time: 8 hours
My role: Competitor analysis, UX, UI
At the time on the home page you would mainly find specific insides in form of blog articles. There wasn't much of an explanation of what Contentsquare is and how it works. The menu was complicated and important information that would be convincing to use it - as other companies that benefited from it, was hard to find. The purpose of this page is to inform and lead to requesting a demo, yet the form to fill seem complicated and wasn't easy to find.
1. Unclear on what is the product and its value proposition
2. Technical and not human centered
3. Complicated menu
4. Important information hidden
5. Offputting form
Contentsquare is a SaaS platform that analyse customer behaviour and provides recommendations, with the goal of helping companies increase revenue, engagement, and growth.
It is a powerful tool using technologies of company's partners such as Adobe, Salesforce, Tableau, Optimzely and others. Being a complex product it can seem complicated and overwhelming at first. I wanted for it to appear as something that creates a lot of value, on business but also human side - ease, satisfaction, assurance. My goal was to get people to request a demo, trusting it is software that they will be excited to use.
1. Who, why, how
The structure of the home page is divided into 3 sections: who, why, how. It tells the user a clear story leading to a logical decision: trying a product.
2. Human and emotional side
I used images of happy people to create the idea of a future state that the product can bring. Beyond obvious - satisfaction, I wanted to underline another value - human connection. Using numbers for decision making and validation ends theoretical discussions and takes everyone to the same page.
3. New menu
Simplified menu with an information architecture that has more levels but is easier to digest. I added a banner to the drop-down menu with a call to action button and value proposition.
4. Credibility and trust - "Start small, grow big"
Contentsquare had some big names in the long list of its clients. I made sure users can see it. To give an idea of what would be the cost of using this service I created 3 pricing options. Smaller companies can start with basic, try the product and once they start to benefit from using it move on to the more advanced ones.
5. Visible and easy to fill in form
Instead of having a seperate form I integrated it to the home page and made it appear easier to fill in with drop-down fields.
