My agency partner Convertiv was asked to redesign a website for SessionM, a customer data and engagement platform that’s extremely powerful and equally challenging to explain. Their story is complicated because it is abundant with a value that companies often need but aren’t explicitly seeking as a holistic solution. They were also speaking to two distinct audiences with respective narratives that were blending into one, including no clear call-to-action for either. The vision for their redesign was to find a way to simplify their story and provide clear gateways for the two audience segments.
- Enable people to quickly find contextually-relevant content
- Craft an intuitive and meaningful information architecture
- Build meaningful journeys to the primary call-to-actions
The issues that SessionM were facing wasn’t something that yet another refresh of the homepage was going to solve. Mark led our team to take the time to understand the problem and dive deep into the industry, the data, and the needs of their potential consumers to improve the user experience.
Kevin Palmer, Founder/Partner
During our UX research, we identified IA as the most important evolution, so that’s where our focus began. We wanted to bring fluidity and cohesiveness to the SessionM narrative with a holistic view of the platform. We would also need a consistent and meaningful taxonomy which was familiar to the target audience, fostering familiarity and findability. Understanding the platform in great detail would be vital to our process, so we looked to glean knowledge from the existing content, conversations with stakeholders, competitor research, and first-hand audits of the product itself. My goal was to design a seamless experience using well-informed information architecture/design as the foundation.
Scope of Work
- Heuristics audit
- Analytics audit
- Competitive landscape analysis
- Content strategy
- Design research
- Information architecture
My research validated our initial objectives and also presented new awareness about where improvements could be made. We were able to validate our decisions with real-world data and present an objective vision for a meaningful IA with a deep focus on information design. We were delighted with the final product, and the client whole-heartedly agreed. The strong visual design also helped to reinforce the overall UX, rounding out a pleasant path of travel for website visitors.