Since 2001, Synthetix has helped companies deliver exceptional customer experiences (CX). The company SaaS product suite ranges from scalable knowledge base integration for multi-channel contact centers to AI-driven chatbots, live chat, and web self-service FAQs.
I led the end-to-end redesign of the Synthetix website, collaborating with a junior designer and working closely with the product owner, developers, and marketing team through focus groups and planning sessions.
Usability testing and interviews:
Analytics revealed high bounce rates, with users visiting an average of only two pages per session and spending an average of six minutes per session. To understand this low engagement, we interviewed five users and observed them navigating the old website while completing specific tasks. The synthesized research insights highlighted the following pain points:
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Content: The site was too text-heavy, making content difficult to read and information hard to find.
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Homepage: The homepage lacked clarity regarding the company's products and services.
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Navigation: The main navigation was confusing to users, requiring a review of the information architecture (IA).
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Pricing: Product pricing information was missing.
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Contact Forms: The site contained too many contact forms (three different forms), causing confusion.
Assumptions and strategy:
Our website redesign strategy focused on effectively targeting a competitive B2B market by emphasizing clarity, trustworthiness, and reliability. We aimed to differentiate ourselves from competitors through personalized integrations, bespoke case studies, and comprehensive client support. We also prioritized flexible pricing and readily accessible product/service information, facilitating prompt answers and instant contact.
After analyzing existing pain points and conducting competitive analysis, we defined primary user personas based on user interview data and evaluated their behaviors across various use cases.
User journey:
For each persona, we synthesized qualitative and quantitative data from web analytics, usability testing, and interviews into representative user journeys, which we then I shared with the rest of the team.
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Lead Generation: Implement a prominent "Book Your Demo" request form with consistent CTAs on every page, along with a proactive live chat system.
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Product/Service Presentation: Clearly showcase products and services, highlighting key features, CX enhancements, ROI, and pricing options.
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Expertise Showcase: Feature a client portfolio and easily accessible articles and case studies.
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Contact Methods: Streamline contact options to a single form and a live chat system.
Defining goals:
I then facilitated a workshop with the development and marketing teams. Brainstorming generated different ideas, which we prioritized using the MoSCoW method. This helped determine which pages and content to focus on and align on next steps.
Sitemap:
We leveraged insights from user interviews and a competitive analysis to develop an improved information architecture (IA) for the new website. Given the unique nature of our business, we conducted a card sorting exercise to resolve outstanding questions. This session proved instrumental in finalizing the IA, allowing the marketing team to begin rewriting website content and enabling developers and architects to effectively plan their work.
Wireframes:
I then began sketching wireframes to visualize the new website's structure and layout and how it would achieve our goals. These wireframes effectively communicated the design vision to stakeholders and facilitated early feedback and iterations on the user journeys.
UI redesign:
We refreshed our corporate branding and redesigned our UI components to support the company's new branding strategy. These new components were incorporated into our design system. I designed all website visuals, color palettes, button styles, input forms, and new iconography, and worked with the marketing team on the new imagery for the final product.
Prototyping and testing:
The high-fidelity prototype was then tested with a selection of the users we interviewed at the beginning of the project. We solicited feedback on the new look and feel of the website, the clarity and understandability of the copy, and the effectiveness of the website navigation. Users were asked to complete a series of tasks, enabling us to measure results and address any remaining issues before proceeding with website development. User responses were overwhelmingly positive, giving us confidence to move forward with only minor improvements, primarily focused on copy and small design components and icons.
Reiterations and final delivery:
The redesigned website achieved its objectives, delivering a modern and refreshed look and feel while meeting all requirements for usability, accessibility, and clear communication of Synthetix's offerings and how the company helps businesses improve their online customer service.
Results:
Within the first six months after launch, the redesigned website demonstrated substantial improvements compared to its predecessor:
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Conversion Rate: A 16% increase was observed, which directly translated into higher lead generation.
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Bounce Rate: The bounce rate decreased by 8 percentage points.
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Engagement: The average number of pages visited per session increased to 4, and the average session duration increased to approximately 10 minutes.
For simplified navigation, we designed a navigation bar that previews all pages and subpages using consistent iconography, short descriptions, and "Read More" CTAs.
The pricing page clearly presents available plans and bundles based on business size. As a key driver for engagement, it aims to encourage visitors to learn more about how Synthetix can help contact centers reduce inbound emails and calls, optimize agent productivity, and provide a cost-effective way to automate customer service, sales, and support.
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This is Synthetix
The AI driven online CX solutions for businesses
The 2018 Synthetix website redesign sought to drive business growth by improving conversion rates, reducing bounce rates, and generating more leads.
Synthetix
Client
6 months, London 2018
Timeline
1 Designer
1 PO
2 Developers
Team
Lead UX/UI Designer
My role