Gartner.com Redesign
The invigoration that comes with designing something entirely new for a company was truly felt with this project. Working in a true lean fashion I collaborated with product management, the technology team and took part in frequent interviews with clients evaluating design concepts to ensure that what we were building had clear value to our end users.
Service
Client
UX Strategy and Design
Gartner Product Development
Taking a fresh look...
After a year in use, it was time to see how my initial design was performing against its' objective.
What did we learn?
First-year = Cost of Acquisition
Due to the value-based subscription pricing model, the cost of a yearly subscription was relatively expensive and was very near the acquisition cost.
Usage drives renewals
Few customers renewed unless they saw the value of using the service. My initial design was not driving engagement to offerings that would impact renewels.
INITIAL HYPOTHESIS (WHAT IS?)
Journey Map: First 30 Days
To understand how the page was underperforming we looked at all of the activities between us and the client in the first 30 days, where we had the most interaction.
HOW MIGHT WE FIX THE DIPS WE SAW? (WHAT IF?)
Streamline and Simplify
Evaluation of the initial journey map showed participation in most of the onboarding activities however channel switching and an exhaustive process could be improved with more logical groupings of activities.
WHAT ELSE DID OUR USAGE DATA SHOW?
Some engaged with reps instead of the site, why?
One surprise in our analysis was that while engagement with the Web site was less than we expected, we did notice they were engaging with our service reps, which were not always tech professionals so they relied on email lists of recommendations based on key initiatives. Our first epiphany was to take this automated list, create a more digestible format like the above, and then ask ourselves..."how might we bring this to our site"?
DESIGN METHODOLOGY
5 Day Design Sprint
UNDERSTAND
DIVERGE
DEFINE
VALIDATE
PROTOTYPE
Hypothesis Statement
We believe that Gartner clients are having difficulty being aware of features that have the greatest impact on their receiving value from the service.
We can help them by redesigning the client’s landing page to show these features and providing usage data so they know whether or not they have used their entitlement.
We’ll know we are right if we notice an increase in engagement by 3% over 12 months.
Post-sprint: New Vision
Armed with a firmer understanding of the feed tapped into a familiar model for habit-forming user behavior, I was able to explore integrating fresh brand assets.
