The Story
I facilitated a company-wide design sprint with AltSource stakeholders to align on a strategy for redesigning their website, which was struggling to meet lead generation and recruitment goals. Through user research, content audits, and A/B testing of prototypes, we refined the site’s information architecture, messaging, and interactive features, leading to a final design that improved engagement and better supported business objectives.
As the company was growing, its current site was not meeting the business needs of lead generation and recruitment. There was little agreement among the stakeholders as to the best solution to solve this problem so we undertook a design sprint in order to achieve alignment with the team on goals, strategy, and solutions for moving forward.
I helped facilitate a five-day design sprint with key AltSource stakeholders as our first step in the site redesign process. This allowed us to achieve the breadth and depth of discussion needed to align everyone on the team. We worked on clearly identifing the business goals, user types, competitors, and features for the new site.
We used the current AltSource site as a starting point to help restructure the content to better serve both lead generation and recruitment. This invovled a complete audit of their content and a more robust approach to their seo strategy. In our interviews with users, we also found that the messaging was too technical and needed to be tailored towards a more friendly and simplistic tone.
Using feedback gathered during the sprint, we built two different prototypes of the site in order to run a series of A/B testing on the variations. Our goal was to measure the success of our information architecture, messaging, and interactive features like the contact form and job listings.
By comparing the two, we were able to identify that the active, rather than passive, content was more appealing and engaging to our users. Additionally, our revised messaing helped them to more quickly understand the function and advantages of the company's services.
We were then able to fold in all of the feedback we received during testing into our final design. These underwent several rounds of iteration based on feedback from our stakeholders to ensure the updated look and feel did not deviate too far from the company's core brand identity.
