The Problem
- Viridios was a new player in a niche market and they were scaling fast.
- They wanted a digital presence that matched their brand.
- They needed to share information about their product and new company online to meet the growing demands of prospective clients.
- They wanted to grow their sales channels by offering easy online engagement with sales.
Plan of Attack
First and foremost, we wanted to gain an understanding of Viridios’s target customers. Through market research and stakeholder interviews, we deliver an in depth competitive brief that described target users, their key goals and interaction models to enable their success.
We identified that those who would likely buy from Viridios were technical and educated entrepreneurs who are either building or expanding a business within the industry vertical that Viridios targets. This target customer, being highly technical, is interested in understanding the performance specifications of supercritical extractor systems before purchasing. The overarching direction established by this research was to position Viridios’s digital presence to enable users key goals of:
- Learning more about the product and its success as a part of their own product research
- Contact Viridios Systems for a sales inquiry or a consultation
Learning from the Competition
With a base understanding of their customers and what they are trying to achieve when they arrive on the Viridios website, the next step was to identify key design patterns that direct and indirect competitors were implementing that were most likely to enable their customers’ success as well as opportunities to differentiate Viridios based on competitor design weaknesses. The Redline team conducted UX audits on 8 competitor websites to address these questions and consolidated the analysis into actionable guidelines that would influence the Viridios website visual and interaction design to effectively enable their visitors.
Architecting the Design
Based on insights from the competitive UX audits and collaborative content discussions with Viridios, the Redline team defined the basic structure and information architecture of their website. Once the major sections were defined, individual page structures and workflows were architected with the goal of guiding users toward accomplishing the goals defined above.
Iterative Design
Starting with an initial paper prototype, the Redline team worked closely with Viridios stakeholders to collect feedback and iterate the design through stages of fidelity. This included multiple design workshops and revisions to create a compelling experience for Viridios’s visitors and optimize their marketing funnel for lead generation. The effective use of the Viridios brand, clear call-to-actions, compelling presentation of product information, and ease of navigation all combine to present a unique and pleasant user experience for Viridios’s prospective customers.
Development
After the Redline and Viridios teams completed the high fidelity designs for the web project, it was time to start development. The first step in the web development process was the creation of the design using the latest HTML5, CSS3, and JavaScript best practices. In addition, Viridios wanted this website to be extensible and easy to update as need to keep content fresh for their customers, so the Redline team integrated the WordPress content management system due to its ease of use. After close collaboration and careful consideration through each detail of the website’s interaction models, the implementation was complete. Redline then managed the production deployment to officially launch the website.
