GLOBAL VISION: Brand and Website Redesign
Errors in label & packaging can be costly for companies and even potentially lethal for individuals (i.e. prescription labels). In order to help companies find and eliminate errors, Global Vision provides visual inspection hardware and software product(s) that conduct thorough and reliable automated proofreading.
In 2015, following a company re-branding initiative, Global Vision was seeking to redesign their main site to reflect the new brand and better communicate their products.
From left to right, the old Global Vision site & the updated Global Vision site
PROBLEM & GOAL
Proofreading hardware and software products can greatly benefit companies but, while long-standing customers of Global Vision deeply understood this benefit, there appeared to be a disconnect in communication and understanding with newer and potential customers.
The high level goal of this project was to get a clear picture of the user(s) across the entire Global Vision product site experience and redesign the site to deliver the appropriate content and communication to increase demo requests, reduce redundancies for customer support and eliminate dead ends.
Timeline & ROLE
I worked in collaboration with Global Vision's internal design team over the course of 3 months. I led research strategy and facilitated all aspects of discovery research (including competitive analysis, persona identification and interviews), information architecture (site & content re-structuring) and validating research (usability testing).
Example of early branding & design of Global Vision products
Discovery research
Research questions
Who is using this website? What are their motivations and behaviors?
What is working / not working in terms of using the Global Vision site?
What insights can be learned and carried over from analogous products in the market?
METHODOLOGY
Stakeholder interviews with Global Vision staff to surface their understanding of products and communication process between staff and users
Competitive analysis
Screener survey (high level insights and recruitment)
Qualitative interviews with 11 Global Vision users (international users)
Insights
Stakeholder interviews helped shed light on what the company believed it was communicating about it’s products on the website as well as surfaced repeating user pain points with the current site structure and design. Additional user interviews confirmed these pain points and shed light on the mis-matched understanding of the website from the external view. Combined, the information shed light on holistic understanding of where the current site was going awry and areas of opportunity.
Some major insights included:
Administrative roles were often tasked with early outreach but did not understand the jargon and technical-heavy language of the site
Important CTAs were buried within pages making it difficult to request a demo
Lack of feedback upon submitting a request led users to believe that the website was not functioning and their request had not been recieved
USABILITY
Findings from research helped inform the new site layout, prioritizing important content so that prospective clients could easily find the answers they were looking for about the products and quickly request a demo. Content was revisited to lower the barrier to entry of the site while providing deeper information required for different types of consumers. Additionally, feedback was provided as response to action allowing users the reassurance they did not previously had.
These new designs, in a low fidelity wireframe, were usability tested with 5 participants. Participants were successfully able to locate the bar inspection product page, request a demo and request support.
