Website redesign for ambitious SaaS business

OVERVIEW

Beautiful design language for a productivity platform

Lucidity is a digital platform focused on improving workplace productivity through innovative tools and resources. Despite its valuable offerings, the original website faced challenges in user engagement, clarity of information, and aesthetic appeal. This case study outlines the redesign process, focusing on UX research, wireframing, prototyping, and the development of a bespoke illustration system, aimed at boosting user engagement and growth.

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RESEARCH

Creating new user experience

To understand the needs of Lucidity’s users, we conducted a series of interviews with stakeholders and analysed research from the marketing team. Key insights revealed that users were often confused by the website’s navigation and overwhelmed by the amount of information presented.

We analysed competitor websites to identify best practices and areas where Lucidity could differentiate itself. We highlighted the importance of clear calls-to-action (CTAs) and simplified navigation structures that led to higher conversion rates. Based on the research findings, we developed low-fidelity wireframes to outline the new structure of the website. The wireframes were iteratively refined based on feedback from stakeholders.

Following the wire-framing phase, we created a high-fidelity prototype using interactive design tools. This prototype included key functionalities such as an updated navigation menu, a dynamic homepage with engaging visuals, and a streamlined information architecture. Usability testing on the prototype provided further refinements, ensuring that user pathways were logical and efficient.

DESIGN

Exhilarating visual language

Once the wireframes were signed off, we developed a new visual system based on existing branding.

To enhance the visual identity of Lucidity and create a more engaging user experience, we also developed a bespoke illustration system, which included:

Custom icons: Tailored graphics that reflect Lucidity’s brand values and resonate with the target audience.
Consistent style: A unified visual language that maintained coherence throughout the site, helping to reinforce brand recognition.
Imagery collages: Photography with illustrations draw attention, making the website feel lively and inviting.

OUTCOME

Website based on marketing strategy

The redesigned website incorporates several marketing strategies to boost growth and engagement:

Clear CTAs: Strategically placed and visually appealing calls-to-action to guide users toward key actions, such as signing up for newsletters or trying out services.
Content Strategy: An updated blog and resources section providing valuable content that positions Lucidity as a thought leader in productivity tools.
SEO Optimization: Improved on-page SEO elements, including meta tags, keyword-rich content, and optimized images to enhance search visibility.
Social Proof: Testimonials and case studies prominently displayed to build trust and credibility with potential users.
Mobile Optimization: A responsive design ensuring a seamless experience across all devices, catering to the increasing number of mobile users.
Analytics Integration: Enhanced tracking capabilities to monitor user behavior, enabling ongoing optimization based on data-driven insights.

The redesign of Lucidity’s website transformed it into a user-friendly platform that aligns with the needs of its audience while effectively conveying the brand’s mission. Through a comprehensive UX research phase, thoughtful wireframing and prototyping, and the introduction of a bespoke illustration system, the new site is positioned to significantly boost user engagement and drive growth. The integration of key marketing components further enhances its effectiveness, making Lucidity a leading contender in the productivity tools market.