Replicon Trial Landing Page UX Redesign

Re-Focus on User Goals for Results

Goal Based DesignStep 1: Define Goals

User Goals

•Learn about Web TimeSheet

•Decide if I want to buy Web TimeSheet

User Goals

•Learn about Web TimeSheet

•Use the trial

•Obtain additional information

•Decide if I want to buy Web TimeSheet

User Goals

•Learn about Web TimeSheet

•Use the trial

•Obtain additional information

•Decide if I want to buy Web TimeSheet

•Match features to needs

•Measure ease of use

•Obtain system mastery

User Goals

Business Goals

•Convert trial user into customer

•Marketing/branding

Business Goals

•Convert trial user into customer

•Click purchase button

•Call or email sales staff

•Marketing/branding

Business Goals

•Convert trial user into customer

•Click purchase button

•Call or email sales staff

•Marketing/branding

•Spread message through user

•Influence future purchasing decisions

Business Goals

Goal Based DesignStep 2: Align Goals

Alignment

Learn about Web TimeSheet Marketing/branding

User Goal Business Goal

Alignment

Learn about Web TimeSheet Marketing/branding

User Goal Business Goal

Alignment

Provide easily accessibleinformation that also pushes marketing messages.

Alignment

Make purchasing decision Convert trial user to customer

User Goal Business Goal

Alignment

Make purchasing decision Convert trial user to customer

User Goal Business Goal

Alignment

• Make purchase as easy as possible.

• Remove barriers to purchase decision.

UX GoalsPurchase

• Make purchase as easy as possible.

• Remove barriers to purchase decision.

Information

Provide easily accessibleinformation that also pushes marketing messages.

Goal Based DesignStep 3: Check Against Persona

“I’ve filled in my information, let’s see what

this can do.”

User Persona Walk Through

• Upper management

• Doesn’t have time for deep exploration

• Doesn’t want to experiment

• “Give me results now!”

• High expectations

Persona

Select a feature.

User Persona Walk Through

PurchaseInformation

Use the feature.

Look up additional

information.

Mastered the feature?

Learned

enough?

YES

NO

NO

Find purchase button or contact

information

YES

Purchase

User Persona Walk Through

If this takes too long or is too frustrating…

This doesn’t happen.

UX GoalsPurchase

• Make purchase as easy as possible.

• Remove barriers to purchase decision.

Information

• Provide easily accessible information that also pushes marketing messages.

• Make sure information gathering stage delivers results quickly and easily

Goal Based DesignStep 4: UX Redesign

Current Landing Page

Select Main Function

Selected Main Function specific actions. Purchase Button

Contact by email or phone

Learn More and Help

Current Landing Page

Select Main Function

Selected Main Function specific actions. Purchase Button

Contact by email or phone

Learn More and Help

UX Goals

Purchase

Information

Recommendation 1:

Trial Bar

Select Main Function

Selected Main Function specific actions. Purchase Button

Contact by email or phone

Learn More and Help

Trial BarPurchase NowYour Trial AccountMore About [Function Being Viewed]

Help Video Help Index17 Days Left

SupportEmail Call

Trial BarSupportEmail Call

Information

Purchase NowYour Trial Account17 Days Left

• Always present• Contextual to

functions being used or looked at

• Help or video appears in overlay box, not in separate popup

• Index allows non-contextual information to be viewed

More About [Function Being Viewed]Help Video Help Index

Trial Bar

Purchase

Purchase NowYour Trial Account17 Days Left

• Always present• Constant but

subtle call to action

• Also provides easy access to support

More About [Function Being Viewed]Help Video Help Index

SupportEmail Call

Recommendation 2:

Getting Started Guide

Select Main Function

Selected Main Function specific actions.

Learn More and Help

Getting Started GuidePurchase NowYour Trial Account More About [Function Being Viewed]

Help Video Help Index17 Days Left

Getting Started

Select One:

Fill in a Timesheet

Request Time Off Approvals

Manage Employees

Timesheet Setup Reports

Select Main Function

Selected Main Function specific actions.• Makes next

step obvious• Subtle

reminder of key features

• Rest of screen can be deactivated until a button is pressed

Learn More and Help

Getting Started GuidePurchase NowYour Trial Account More About [Function Being Viewed]

Help Video Help Index17 Days Left

Getting Started

Select One:

Fill in a Timesheet

Request Time Off Approvals

Manage Employees

Timesheet Setup Reports

Information

Select Main Function

Selected Main Function specific actions.

Learn More and Help

Getting Started GuidePurchase NowYour Trial Account More About [Function Being Viewed]

Help Video Help Index17 Days Left

Show Start GuideLogged in: Admin

Can be returned to at any time.

Goal Based DesignStep 5: Internal Stakeholder Testing

Internal Stakeholder Testing

•High-fidelity functional wireframes

•Collect comments

•Modify

•Repeat

Goal Based DesignStep 6: External Testing

External Testing

•Selected clients and partners

•High-fidelity functional wireframes

•Collect comments

•Modify

•Repeat

Goal Based DesignStep 7: Live Iteration

Iterate

•Release to limited audience

•A/B tracking

•Modify

•Repeat