Prosoft Engineering, Inc.
My Role: UX/UI Designer
Background: Prosoft Engineering, Inc. is a software company founded by Greg Brewer, a Silicon Valley Entrepreneur with a strong background in mass storage driver, utilities, and firmware. Using his extensive knowledge and accomplishments in tech solutions, Greg led the creation of the award-winning Data Rescue software and other software utilities to help users recover and protect their data.
As the sole UX Designer in the company, I was tasked to redesign Prosoft’s website to create a more delightful experience for users and ultimately, to increase conversion rate.
How can the redesign help improve Prosoft’s website to encourage users to click through the pages easily and find what they need to make a purchase?
The redesign provided users with an improved information architecture and navigation. It is also updated with engaging images and comprehensible content so that users can get the most relevant and valuable information they need to make a trusted purchase.
Check out the redesign here.
Research and Discovery
I began my research for this project by doing a heuristic evaluation on Prosoft’s website and competitive analysis to see how well they compare to their competitors in the data recovery industry. I also talked with users and stakeholders to find key pain points and to get a better understanding of the business.
Some valuable key findings and insights were:
-Discovered areas in which Prosoft’s website navigation and information architecture could be improved through changes in organization and structure so that users could find information quickly and easily
-There is an opportunity to build a new and cohesive brand guideline
-Saw ways to update the brand style and visual representation
After synthesizing my research, I created a primary persona - Michael. Michael is a financial analyst who enjoys following travel blogs and visiting local restaurants. He loves using the newest tech products but does not consider himself a very tech-savvy person. So, when he wants to purchase a product, he just wants to know if it'll help him and that the product is easy to use.
I ran a design studio with my colleagues from different departments so that I can gather a variety of sketches and wireframes. Afterwards, we got together and did some brainstormings to come up with different solutions and chose one that best helped solve the users’ pain points.
Validation and Iterations
After launching the new redesign, we looked at Google Analytics and Lucky Orange to observe user's flow to see if there were any points in their journey that were confusing and to see hotspots on the web pages. Some of the findings were:
-Some of the tab features were not necessary to be above the fold
-Need to bring more engaging visual elements to the page since it doesn't capture the warm tone we wanted based on the brand guidelines we're pushing for
*I am currently still working to do more iterations on the website and am moving towards designing the web pages to be consistent with each other and to show our brand identity and style.
Prosoft's website is more visually appealing and important content are more easily visible. Also, the website information architecture and navigation has improved a lot. These improvements have resulted in a conversion rate increase of 1.32%, which, in the data recovery industry, is considered to be a really good number.
The redesign can be found here.
What I Learned
As the sole UX/UI Designer in a fairly young and small marketing and design team, there are several important things I've learned:
-To be flexible since we switch gears often
-Team members might not always understand your design decisions so take the time to explain to them instead of being pushed over
-When resources are limited, try to find the next best solution even if it is not the most ideal; MVP is better than having nothing when on time constraint