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Earning Back User Trust With Design

Business.com

With the aim to redefine itself as the go to resource for SMBs, Business.com turned to their users to set their efforts in the right direction.

role

UX Strategy and Research
Final designs by 36 Creative

Challenge

Faced with growing user attrition and decreased monetization opportunities Business.com engaged 36 Creative, an agency specializing in Brand and Web Design help solve this problem. 36 Creative then engaged me to handle the UX portion of the project while they focused on Brand Strategy and Web Design. Web Development was handled in-house by Business.com

role

UX Strategy and Research
Final designs by 36 Creative

Approach

Research

Methods

Website Audit, Google Analytics, Competitive Audit, Customer surveys, Customer interviews, Heat Mapping & User Recording Observation

Insights

Common user concerns illuminated by my research included an unclear understanding of what Business.com offered aside from business articles, an overwhelming and outdated look and feel, and extreme dissatisfaction with their primary revenue driver the RFQ Widget.

The RFQ Widget was built to connect users to vendors but often fell short of its promise and resulted in user being harassed by vendors via text, email, and phone over a period of weeks. An RFQ Widget solution was not addressed in this scope of work.

Ideation

Methods

User Journey Maps (Present & Future State), User Personas, User Flow Diagrams

Insights

While mapping user journeys I found that users would often enter Business.com by referral through an article page. Users would often hit the homepage after reading an article to learn more but would soon exit. Initial research showed the homepage was very crowded leading to cognitive overload for the user. There was also no clear value propositions or guidance for the next steps the user should take.

Implementation

After reviewing the UX audit Business.com decided to focus the scope of work on better clarifying it's value propositions. This would include redesigning the homepage and three landing pages corresponding to the Business.com value propositions; Business Articles, Product & Service Reviews, and Expert Community.

Wireframes were then designed based off research insights making sure to keep the approach clean and to the point as to not overwhelm the user. The 36 Creative design team then took the wireframes and converted the into beautiful web layouts to be published.

Wireframes and final layouts can be seen below.

Outcome

This project is still in progress and the landing pages have yet to be deployed. However, the homepage has been active and has seen a bounce rate drop of nearly 10% and a reduction in exits of 5%. Once the landing pages are live a full review of success metrics will undertaken.

Wireframes

Final Designs