Redesigning the Landing Page Template for Netrix LLC

Introduction

Netrix LLC, a Microsoft partner SaaS company specializing in cloud infrastructure and cloud security products and services, approached our team for a complete overhaul of their existing landing page template. They were facing several issues with their current setup, including the use of two separate automation applications and an outdated design. Our goal was to create a modern, efficient, and unified landing page template based on WordPress to improve user experience and streamline their content management process.

Project Goals

  1. Modernization: Create a contemporary design that aligns with Netrix's brand identity and industry standards.
  2. Efficiency: Consolidate their two automation applications into a single, user-friendly WordPress backend for easier content management.
  3. User Experience: Enhance user engagement and conversion rates through a more intuitive and engaging design.
  4. Responsive Design: Ensure the new template is fully responsive across all devices and screen sizes.
  5. SEO Optimization: Implement on-page SEO best practices to improve search engine rankings and visibility.

Figure 1.Netrix events landing page before redesign.

Research and Discovery

  1. Stakeholder Interviews: We initiated the project by conducting interviews with key stakeholders at Netrix LLC. This allowed us to understand their pain points, business goals, and vision for the new landing page template. It was clear that their current setup was causing frustration and hampering their ability to update content quickly and efficiently.
  2. Competitive Analysis: We also performed a competitive analysis to identify design trends and features in the SaaS industry. This helped us benchmark Netrix against their competitors and gather inspiration for our redesign.
  3. User Research: To gain insights into the needs and preferences of Netrix's target audience, we conducted user surveys and analyzed website analytics data. This data helped us identify areas where the current landing page template was underperforming and areas that required improvement.

User scenarios
Spontaneous Planned

User lands on a events page browsing from the home page, checking highlighted events and news.

Visitor lands on the page clicking on the link in the promotional email, email from the sales team or link posted on the company's socila media platforms.
Figure 2. Netrix user scenarios.
Personas

With common scenario’s in place, we were able to define detailed personas, using their vast data pool. The personas looked something like this:


Figure 3. Netrix User Personas.

Wireframing

With the proper planning, we were able to confidently move into creating wireframes for the app. We took the decision to focus more on the functionality and structure of the app, opting for low-fidelity wireframes with very little detail. Ultimately, we could add design elements in later, what was important for our users, was that the product (above all) was clear and simple.

User testing

We decided on these tasks:

  1. Land on the page
  2. Discover event content
  3. Click video
  4. Register for the event
  5. Add event to the calendar

Design and Development

  1. Information Architecture: We restructured the information architecture of the landing page to prioritize key content and ensure a logical flow. This included defining clear call-to-action (CTA) areas and organizing content into easily digestible sections.
  2. Wireframing and Prototyping: The next step involved creating wireframes and interactive prototypes to visualize the new design and user interactions. We focused on simplifying the layout, improving navigation, and enhancing the overall user experience.
  3. Visual Design: New modern and visually appealing design aligned well with Netrix's brand identity. Introduced fresh color palette, updated typography, and incorporated engaging imagery captured users' attention. To increase the number of sign ups, we decided to expand section explaining the purpose of the event, main takeaways. We also added speakers' bio and headshots to shorten the distance with the reader. A clock clounting time to the event was added to give a sense of urgency.
  4. Development: this phase involved building the new landing page template using WordPress. We customized the template to ensure it was easy for Netrix's team to update

Figure 4. Landing page final design.

Results

In the results we created a page that is able to perform the business tasks. UI testing gave us an idea of how to properly organize the structure, providing the most positive user experience. We understood the errors of the previous version.