Deciding to change an existing website can be a daunting task. How do we know what users want? Will people be put off if it’s too dramatic a change? How do we decide on how the new site relates to our business objectives?
Enterprise Wide asked us these questions, and we put a process in place to get answers before we even put pen to paper. Find out what we did.
We’re looking to improve our website – we don’t think it currently showcases our heritage and industry strengths. The key thing for us is making sure new users understand the depths of our experience with big brands and allow us to showcase our regular events and webinars.
We need to take it back to the basics and start thinking about the users we’re speaking to. Characterising the kinds of people and their motivations for accessing the site will allow us to consider how information needs to be presented. We’ll start by wireframing the various pages and considering how we can showcase things like your events and allowing users to see who your previous clients have been.
Our first course of action – create the user stories that will dictate how we prioritise information.
The old site wasted huge amounts of important screen real estate with a slider that gave no real information away. A search function was hidden and the client list was nowhere near the action.
We reorganised the grid, taking things back to wireframes and suggesting a new way to showcase fast-changing information alongside client logos and a clearer navigation structure.
Splitting up the original home page slider, we gave Enterprise Wide a new way to populate the most-seen section of the entire website. The original messages could stay, but now up-to-date relevant information on events and webinars (that regularly change) could now be displayed to all users landing on the site.
Since one of the most important things to Enterprise Wide is their impressive client list, we made sure testimonials were prominent and gave an in-depth view of just how much heritage it has when it comes to Australia’s biggest names.
As a key industry thought-leader, Enterprise Wide often create/distribute content relevant to the site users. They had no ability to make this part of their marketing funnel until we found this out in the project’s discovery phase. We created a component allowing them to take details from interested client’s in return for their downloaded document. This ability allows an important source of contacts from the site.
The user led approach that Storytellers took really made a difference a helped us focus on what was important. We now have a website that showcases our strengths effectively and immediately to our users.
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