A new website to increase business growth and user engagement
Improving how users find and discover content on the website - while also helping Athalos grow into the B2C market by overhauling the content strategy and improving the overall UX metrics
Role
Sole UX Designer
Employer
Athalos Global Services
Platform
Browser
Duration
Sole UX Designer
Athalos wants to grow into the B2C market
Athalos currently focuses on the B2B market. Athalos offers the "Global Access Service" to simplify international communications for businesses. Instead of managing multiple phone numbers and contracts around the world, companies can use one number to connect with customers globally. This approach cuts costs, reduces paperwork, and streamlines operations by leveraging Athalos's expertise.
Consumers were having a difficult time discovering the current website
Initially, the content was heavy with industry and B2B jargon. However, early user testing revealed that consumers struggled to understand the value Athalos offers. Athalos won’t be able to successfully expand into the B2C market if users can’t clearly grasp its value during their first interaction.
The current desktop website, highlighting some of its shortfalls
The current mobile website
Improving consumer discovery and driving Athalos’ growth with a high-converting landing page
I conducted extensive industry research to fully grasp the telecom industry. While also exploring user psychology, the key elements behind high-converting landing pages and target group research.
Research and testing resulted into a customer journey, visualizing the original discovery phase
Summarized the target group's wants & needs to focus on solving user problems
Improving the value proposition and clarity of the information
By doing extensive research, I've discovered the importance of a value proposition that resonates with the target user. This helps first-time visitors to grasp the value of Athalos, keeping them hooked and engaged during the discovery phase.
A new content strategy
To help travelers in their discovery of SIM(s), I streamlined the content to highlight only the information that's relevant and valuable to them. Visitors tend to leave quickly if they can't immediately find what they're looking for, so clarity was essential.
Designing for a high converting landing page
Drawing from insights in user psychology, I adjusted the structure and content to simplify visitor decision-making. Understanding human behavior allowed me to effectively anticipate and address visitors’ perspectives.
Despite promising initial outcomes, the new design was set aside following unexpected market developments
During user tests I have monitored the following:
Conversion rate + Adoption rate
During user testing, participants indicated they would likely purchase the product, suggesting potential increases in conversion and adoption rates
Results from final testing
Increased product clarity suggests the website successfully showcased the products
Stakeholder verdict
The new design received positive feedback, indicating that stakeholders found it both engaging and useful
My process wasn't perfect, this is what I learned
Initial Missteps during the research phase
At the beginning of the project, I created a variety of research questions to help focus on the key areas that required research. However, I found myself going down a rabbit hole, exploring topics that ultimately proved unnecessary. Topics on development or diving to deep into research of telecom.
Underestimation of Time and Effort, delayed timeline due to technical challenges
I generated numerous ideas and concepts, but many were not feasible due to time constraints and technical limitations. Some tasks took longer to complete as I needed to develop new technical skills along the way, which ultimately delayed the project timeline
Perfectionist Problem
As someone who strives for perfection, I realized I have a tendency to spend more time on tasks than necessary. For example, tasks like creating wireframes, which should have been relatively quick, ended up taking longer than anticipated.
