Our B2B service websites redesign process is a set of activities that support the team in creating a product that meets both user needs, business goals and directly increases business revenue. See how at GoodC we create such projects, and what elements our redesign consists of.
Client
The Codest
Industry
Software House
Services
UX Design, UI Design, Development
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A website is an important part of the sales funnel for your business, which has one drawback - it loses its freshness relatively quickly. Websites that are 2-3 years old have already failed to meet all the needs of users for a long time, and this directly translates into conversions on your site. The site no longer presents the current image of the business in a correct and up-to-date way. Services often look good at first glance, unfortunately, they do not bring value to users which causes them to quickly abandon further exploration. We often see such situations with our Software House clients, where this freshness is very important in building trust among the site's audience.
The conclusion is simple - rebranding your website is a periodic activity. Well, okay, but you are now thinking: I have specialists in the company, we will do it internally. However, we have prepared some questions you need to answer before outsourcing this task to your team:
Does your team have time for the complex redesign process and are they able to devote themselves fully to it?
Do you have all the professionals you need in your team: UX specialists, UI specialists, Analysts, dedicated Project Managers, and Developers?
If all the answers are affirmative at this stage, wonderful, there are a few more to go:
Is your team able to meet all the demands of the different departments in-house, combining the main goal of the service (conversion) without accumulating frustrations?
Can you look at yourself from an objective point of view, broadening your perspective and looking at the website through the user's eyes?
Few companies can actually afford to create the right conditions to carry out a redesign on their own. Exactly from such a need in the market, originates our process - helping B2B service companies to increase conversions while leveraging the company's potential to the maximum. We search for all opportunities to increase business revenue, getting rid of any "leaks" in the sales funnel.
You can find many WWW redesign processes on the web and you can deduct one thing from them - there is no perfect way. That's why our process was created to be able to adapt to any project while maintaining the desired effect.
Redesign is a wide-scope project and requires us to take a methodical approach that is focused on achieving all goals. Check out how we will lead you to a new website tailored for your user in just 3 steps.
There are three key phases to create a new service:
Discovery,
Design,
Development and Delivery.
Each successive stage naturally follows from the previous one, guaranteeing the smooth implementation of the project. All elements depend on each other and cooperate with one another.
We based our B2B website redesign process on the Growth Driven Design approach. This allows us to significantly shorten the process of building a new site and to fit into the agile management of the organization. Without wrapping your mind around it, B2B services are a big challenge for User Experience designers. Diffuse decision-making on the client's part, and the difficulty of defining the target audience, or personas forces us to take the proper approach. Addressing all the needs of website users is possible for us through the Jobs To Be Done approach. We use this approach to ensure that all website users' needs are addressed, we will come back to this later in the text.
The Discovery stage is the first stage of cooperation. At this level, we verify what is the goal of the project and how we will measure the success of the work
We start the process by learning everything about the project. Since each is different, we need to thoroughly understand all the details to achieve the desired result. We work together with the client - we listen to expectations, gather information, and analyze the data delivered by the business.
At this stage, we match the nature of the workflow with the operation of your business to make the process as smooth as possible.
We sequentially determine and familiarize ourselves with the target group - this is key to the success of the project and a better understanding of the business needs of the users.
Finally, the icing on the cake is the definition of business goals. It allows us to choose the right tools to achieve them.
If we compare creating a website to building a house, the matrix of problems will be our foundation. Without a good foundation, the rest will simply not function well. From the very beginning, we locate potential risks and their areas. In every project, the problems and goals will be different. However, it is important that the matrix addresses the goals of the redesign.
The qualities of a good project? Clearly defined business goals and user objectives. These determine the parameters within which we can tell if the redesign process has been successful.
In our road map, among other things, you will find:
Goals,
Focus areas,
Plays,
KPIs.
At this stage we listen to users, learn about their behavior, actions, goals, or motivations. We try to learn about their operating model. We look at their needs and concerns. Data-driven decision-making is crucial in business. That's why the gathered knowledge is our baseline for further steps in the project.
Here we use tools such as:
analysis of qualitative and quantitative data,
benchmarking.
Analyzing qualitative and quantitative data allows our UX Design specialists to understand the audience's behavior, learn about their usage of the website, and define problem areas that negatively affect the user experience. At this stage, we can see heat maps and recorded sessions that help us better understand what website visitors are looking for, and additionally, thanks to Google Analytics, we extend the analysis with quantitative data.
We optimize Google Analytics for the individual needs of your business.
Benchmarking is a comparative analysis with the competition. It allows us to better understand an organization's business environment and helps us develop strategies and develop advantages.
Our Benchmarking includes only the key aspects needed to redesign the website, in order to reduce the time needed to create a new site:
value proposition,
trust building,
lead generation,
sourcing candidates.
The approach to redesigning a user-facing website requires getting to know the user 100%. In B2B, identifying the exact persona is much more challenging than with B2C. This forces us to take a suitably different approach, in our case it is Jobs to be done, i.e. identifying the job that has to be done on the website.
These tasks solve specific user problems or provide desired value to the user. By using the Jobs To Be Done approach, we can ensure that all the users' needs on the site are addressed, which directly results in increased conversions on the website.
This stage includes:
Jobs to be done matrix,
Proto - personalities,
User Journey Map.
For B2B businesses, defining the service's audience is very difficult. Building an accurate persona is sometimes impossible. Therefore, for the redesign process, we recommend making a proto-persona.
It allows us to look at the business through the eyes of customers, without unnecessary investment of time in building advanced personas. With this solution, we can specify the needs that the website should meet from the perspective of its user. We know for whom we are creating the site. We can specify a clear direction and purpose.
Proto-personality includes:
problems and needs,
characteristics,
objectives and goals,
behaviors.
User Journey Map is a detailed list of interactions a customer has with our brand. In other words, it identifies the points of contact on the path the consumer takes throughout the buying process. This element shows us the user experience on the current website and allows us to discover problems in the process that need to be improved so that we can maximize the usability of the new site.
For B2B website redesign, we divide the map into three segments:
Awareness,
Consideration,
Decision.
After completing the prior elements, we prepare proposals for the site's information architecture. We develop an initial version, which we then consider together with the client, taking into account all constraints and guidelines from sales, marketing, or technical aspects. All these elements have to work together therefore we take care of their integration as early as at the design stage.
The moment when we don't put limits to our creativity. The focus is on offering a variety of proposals. We concentrate on functionality, information architecture, and the target audience. Based on all the previous stages, we visualize the website's structure and decide what kind of screens we need to make the website work properly.
Based on the gained knowledge from the Discovery phase, we design mockups of all the unique subpages for the desktop and mobile versions of the website. The Mockups are the intermediate part between the ideas and graphic design of the site. Pages are designed to achieve all requirements and goals with a special focus on high conversion.
On the basis of design guidelines and UX mockups, we sketch the layout of the website's interface. A well-prepared UI design makes the developers' work faster and easier. It is in this element that the final looks of the screens are made, along with graphics and images. At this stage, we are deciding on the development of animations and user interaction. During UI design, the designer is in constant contact with the project team - UX specialists and developers.
By having our own development team, we are well aware of the obstacles that stand between design and development. This knowledge allows us to anticipate any difficulties and significantly saves time in project implementation. In addition, we create a solid backbone for the further progress of a given project.
This is the final stage of the redesign. In cooperation with our developers, we implement all solutions. Here the cooperation of our UX seniors and developers is the key to success. We handle the redesign process comprehensively with the implementation of the website and deployment on the target server. Project meetings with the implementation team during this stage allow us to eliminate potential errors and ensure the high quality of the site - both in terms of usability and implementation.
We specialize in two technologies for WWW websites:
HubSpot CMS,
Wordpress Headless
Our specialists always recommend which technology is best for a particular project.
Once we have completed this step, all that remains is to check the final display of the website and its functionalities.
Before handing over the website, we always make sure that everything works correctly and as planned. During the implementation of the site, our team performs software tests.
During this stage we check:
All website functionalities.
Correct display on popular browsers.
Usability of mobile and desktop versions.
Correctness of website operation based on previous assumptions.
Now all that remains is to get the website up and running and let users use it comfortably.
Let's get down to business, how do our clients see our process?
We worked with The Codest to redesign thecodest.co using our redesign process.
We asked The Codest a few questions to find out how clients perceive our process.
GoodC: Why did you decide on the redesign?
The Codest: As a company, we have always been associated with our DNA technologies: Ruby on Rails and JavaScript. In 2022, we evolved and upgraded our services with new technology stacks, focusing on corporate clients as well. This was the main driver for the redesign of our current website, when we felt we had done the groundwork with our internal changes.
GoodC: What kind of company were you looking to cooperate with, and what aspects did you consider?
The Codest: We did our previous redesign 2 years ago entirely by ourselves. This time, we were looking for help from an outside firm that we believe is more competent in design than we are. Our goal was also to choose a partner who has "been there, done that" with companies like us and we think the end result of their work is impressive.
GoodC: What was the process like on your part?
The Codest: The process was very smooth and on time, GoodC met the promised deadlines and milestones, which is not always the case with this type of project. Most of the communication was handled perfectly by our marketing team.
We deeply believe that this text will brighten up your understanding of the design process at GoodC, how we move forward step by step, the ideas that guide us, and that you have become familiar with our research and design methods. We take a passionate and fierce approach to user experience design.
Reap the benefits of our process, and if you are going to hand over your website redesign to our experienced professionals to create your fresh website with us, see how GoodC tools can support your business.
Contact us — contact@goodc.pl
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