Early wireframe sketches for illustrations & screens
How do we make data seem less overwhelming to the average user? How can data analytics be fun and easy use? How do we differentiate from competitors? We set out to make data seem less scary to potential customers. As well as having various products to promote and technical explainers, there was a significant amount of content geared toward stakeholders that would need more technical information. The challenge was to have that technical content not distract or overload from the “how & why” content for casual viewers. We set out to iterate on design by using style and layout to make the content more expandable and feel “easy” and allow for the user to navigate more deeply as needed. We also needed to structure content to increase SEO traffic for sales & marketing leads.
Content & sitemap planning
The final design combined the positive feedback from users and stakeholders with my vision of a more contemporary look and feel. We employed nested content and created breathing space in the UI with illustrations or visual explainers to allow for the user to explore freely. We used a light, modern, clean but fun style to make the technical content appear more accessible and to reduce the cognitive load. With the short timeline we moved the overall brand forward and created a stronger identity for the company. Intellify felt more like a data analytics company in the ed tech space and resolved some of the initial feedback of “what is it that you do?” Our choice of how to display content tested much better and increased session time. The previous site had so much content we often heard how it was overwhelming and the user didn’t know where to focus. We kept much of the same content but organized it to be more dispersed and nested in such a way that it didn’t form large content blocks.
We also were mindful of ensuring a consistent experience for all users and designed to be fully accessible on desktop and mobile. Overall, we greatly increased our user traffic and SEO over the previous site, set the foundation for new brand identity and developed a robust design language to bring into clearer view the products, people and users we target.
Looking forward I’d like to see us revise content and reexamine our technical explanations in different methods. I think we could add more explainer videos or high level content to simply sum up the product. I’d like to revisit site navigation and branding as well as tighten up front end implementation as the companies product matures.
Early iterations on look & feel and branding/logo explorations
Example of final designs
Detailed view of custom visuals & final look