Ranku Website

During this project, I was the only UX Designer at Ranku. I was responsible for the project strategy, research, and design. I worked closely with the Ranku CEO and other internal stakeholders to review my ideas and deliverables.

Ranku was receiving an abundance of low-quality leads from their website because visitors were misunderstanding the products and services Ranku offered. As a small company, the time taken to field these low-quality leads was costing Ranku valuable time and money.

The old website relied heavily on industry buzz words and metaphors that didn't clearly explain the company, what they did, or how they did it. The site also lacked visual hierarchy, and didn't offer any consistent branding.

The goal of this project was to decrease the volume of low-quality website leads and increase the volume of high-quality website leads to increase Ranku's ROI per lead.

My plan for achieving this goal was to redesign the Ranku website. The vision was to improve the quality and organization of information on the Ranku website, to more effectively inform Ranku website visitors, thus increasing the quality of leads, and Ranku's ROI per lead.

To understand how Ranku's products and services compared to the competition, I completed a competitive analysis, documenting the products and features offered by our known competitors, and how they were organized and explained on their websites.

One critical finding was that all competitors were vague about their offerings, creating a valuable market opportunity for Ranku to entice and inform website visitors with clear and concise explanations of Ranku's products and services.

To optimize the organization of information in the new website design, I led card sorting activities with subject matter experts at Ranku.

Analysis of the card sorting results revealed that some information was categorized inconsistently between participants. I brought the participants together to discuss further as a group, which led to productive and unanimous conclusions. Key decisions included consolidating similar groups of information, simplifying section titles, and omitting less valuable information to streamline the website messaging.

In the early stages of my design process, I explored a variety of website sections and layouts to help stakeholders visualize how information could be arranged on the new site. Numerous reviews and iterations helped us refine which information should be included on the site, and how it should be arranged.

The new website design focused on simplified and direct messaging that was tailored specifically to our prospective customers.
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1. We took used the market opportunity identified in competitive analysis by explaining Ranku products and services clearly and concisely on the homepage.
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2. We created dedicated detail pages for each product and service.
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3. We chose highly simplified graphic imagery to help explain products and services, rather than the busy photography and large color-blocked sections of marketing buzzwords found on our competitors websites.
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4. We supported claims with real data and customers success stories.

To validate the effectiveness of the new website design, I ran a series of tests. Test participants were shown an image of either the old website or the new website, and asked to answer 3 basic questions about the website:

1. What does this company do?
2. How do the products and services work?
3. Who would be interested in the products and services?

The goal of this project was to decrease the volume of low-quality website leads and increase the volume of high-quality website leads to increase Ranku's ROI per lead.

My plan for achieving this goal was to improve the accuracy and quality of information on the Ranku website to more effectively inform Ranku website visitors.

Testing indicated that the new website design increased visitor comprehension of Ranku products and services by 79% across three basic questions.

Although company priorities shifted away from a website redesign as this research concluded, and the new website design was never implemented, testing strongly indicated that the new website design would have significantly increasing Ranku's ROI per lead.