In Spring 2023, WordPress Engine was revamping the design of their website product and resource pages with the goal of education and conversion of new customers.
The previous WPE website design was not engaging customers due to text heavy explanations and a lack of visuals. How might we utilize a design system to educate and build trust, while increasing engagements?
Current design of WPE's product pages are text heavy which drains user's attention instead of engaging them
Text heavy content does not provide users with quick and easy insights into how WPE's services might benefit them
WPE's different customer bases such as small businesses, agencies, and enterprises, are not able to easily determine which plans after features might be best for them
The ideation phase of this project was the crucial work I contributed to the team which involved presenting new ideas for components. After each round of ideation, I presented my designs to the team for review. Below are the new component explorations.
Each product page was a collaboration between outside & in-house design teams along with the in-house marketing team. My contribution alongside the exploration of new components, was ensuring that each segment of a product page did its best to foster a positive relationship with new customers.
As noted in the research, establishing trust via various forms of social proof is a key expectation users have when interacting with a company. To address this, each product page design Included at least one type social proof from previous customers and partners in the form of reviews and/or logo displays, with links to case studies and third party validations.
To further build a unique and personable connection with potential new customers, particularly within the support team, I designed a component for displaying team member information and photos. Not only does this make the experience more engaging, but also helps to demystify the experience that accompanies working with a large organization.
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