Redesigning a SaaS website for enhanced user engagement
Soraia Soares
Overview
Stratiko, an innovative online marketing strategy tool, initially launched with a website tailored for investors, resulting in low user engagement. As the lead UX/UI designer, I drove a redesign to shift the focus towards users, enhancing brand perception and driving conversions.
Clear communication to help the user create a connection with the brand and product.
Challenges
The original website's investor-centric approach left it lacking essential information and usability for actual users. Key issues included:
A single-page design that obscured critical product details
Confusing navigation and unclear messaging
Use of marketing jargon that alienated non-experts
Unprofessional visual design that undermined credibility
Misleading call-to-action buttons and complex pricing tables
Previous landing page screenshots.
Competitive Analysis
To identify improvement opportunities, I analyzed competitor websites in the SaaS space. Insights revealed that:
Competitors often focused on features rather than demonstrating real-world impact.
Highlighting benefits like efficiency and cost reduction was crucial for user appeal.
Addressing specific user pain points fostered trust and engagement.
Redesign Strategy
1. Information Architecture
Restructured content to surface key benefits early.
Streamlined navigation for faster access to relevant information.
Utilised SEO insights to align content with user needs.
Simple and intuitive navigation to help users find information easily.
2. User-Centric Messaging
Shifted focus from technical jargon to practical applications.
Collaborated with the copywriter to highlight success stories and real-world outcomes.
Communicating in the user's language to convey the software's value.
3. Clarified Offerings
Differentiated between software features and services to reduce confusion.
Enhanced visual hierarchy in pricing tables for clearer understanding.
Clearly define the software features and services provided by the agency.
4. Visual Impact
Updated aesthetics to align with industry standards while maintaining approachability.
Improved accessibility through better contrast and added micro-interactions for engagement.
Creating visual impact by combining targeted photography with software snapshots to foster connection and value.
Results
A streamlined, user-centric design that effectively communicates Stratiko's value proposition and aligns with industry standards.
Enhanced information architecture and navigation, making it easier for potential users to understand the product's benefits and make informed decisions.
Clearer distinction between software features and services, reducing confusion and improving the user's ability to evaluate offerings.
Refined visual identity with improved contrast, micro-interactions, and a modernised interface that resonates with the target audience and enhances credibility.
Positive initial response from stakeholders, indicating improved user engagement and clarity of messaging.
A strong foundation for future growth and user acquisition, with a website that now functions as a powerful user acquisition engine.
Ensuring visual consistency is essential for the strong growth of both the website and the software.
Takeways
Despite the constraints of limited time and resources, the process remained focused and efficient, resulting in a website that not only elevated Stratiko's brand perception but also laid a strong foundation for increased user acquisition and conversions.
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Posted Feb 28, 2025
Redesigned a SaaS website to focus on users, enhancing brand perception and driving conversions through improved architecture, messaging, and visual design.
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Timeline
Oct 1, 2023 - May 31, 2024
