The first task in this complete site redesign was to reprioritize and streamline the content of the site to speak to the Client's two distinct, core B2B Customer Types, exhibitors (vendors) and attendees (dance teachers and studio owners).
Through iterations with the Client and the copywriter we were able to prioritize the most important content and bring forward big imagery that would work across devices. We also planned for a kind of 'graceful degradation' with mobile, the Client's fastest growing audience, allowing for less-important descriptive copy to fall off and shorten the work needed to make a conversion, which in this case was measured as a successful registration.
Before beginning user testing I began an initial research and discovery phase using surveys built on typeform.com. We leveraged the Client's strong social media presence and personal connections to recruit a variety of real users to get feedback on the old website's strengths and weaknesses. I also used Google Analytics to determine key drop off points and conversion failures.
The first true round of user testing was a series of flow tests on the wires through fivesecondtest.com using real users. We also did A/B testing on image selection, headlines, and calls-to-action.
Using our inital feedback and findings I built a prototype on justinmind.com and presided over both in-person and off-site moderated qualitative tests, with the Client, oberserving a sample of 6 real users.
The final fully responsive website is optimized for all screen sizes and devices while utilizing previously existing CMS, making content updates easy.