I worked as a UX/CX design intern for Click2Cloud, a B2B cloud migration, automation, and services company based in Bellevue, Washington.
I handled multiple projects for the company. I designed interactive state models for their products, CX journey maps for their services, and completed a redesign of the download page of their website.
Defining the problem: No metrics, no competition
For competitive analysis, I interviewed Click2Cloud's business development manager and a few other members of the company. I gained the following salient facts:
The website is unpleasant and unreadable
People coming in to the download website already know what to look for
There are no existing metrics of usage
Defining the solution
Create an easily accessible demo request form
Prioritize the form over the direct download
Make the website more readable and limit the information given to encourage engagement
Early Wireframes/Low Fidelity Prototype
I created low fidelity prototypes were created to test different possible layouts and menu selections. Early versions on paper mimicked the layout of Stratozone and Hypergrid with a form embedded into the product page.
Later versions (including Balsamiq mockups) moved more towards the large buttons/large text layout of Hyperform. The "Request Demo" button was emphasized.
Business Needs: Choices of Color and Typography
I selected the Roboto family of fonts because of its natural reading rhythm.
For headings I chose Roboto Slab, to give a businesslike sense of stability.
The primary blue is simply the blue from the Click2Cloud logo. Black projects solidity and authority.
Red is chosen to provide a dash of urgency taking into account the business needs of Click2Cloud.
Collecting Information: The Form
The form design presented a unique challenge because it was an absolute business priority for the company to encourage people to share information with the business development manager.
The most immediate and effective method I found was having a small form incorporated readily into the product download page, as shown to the right.
I used two psychologically effective UI patterns to ensure the potential visitors would share their information before reaching my final design.
a) Isolation Effect: Items that stand out on a page are more memorable. This meant de-emphasizing the rest of the items on the page in favor of a bright form front and center.
b) Limited Choice: Fewer options are more likely to lead to a decision. This meant providing only a small escape area (the 'X' at the top right) and the large "Request Demo" button to move forward.
The final form design used both of these effects extensively to provide a tightly controlled experience that emphasizes only what's relevant. Further, instead of a small form, a large form pops up that isn't on a separate page, to reduce the friction for a potential customer visiting.
Final prototype gif
My internship with Click2Cloud was my first true experience of working with real world pressures on a company. Communicating with developers and programmers while being the voice of UX within a B2B company was a challenge. By finding 'allies' within the system who could co-advocate for good design within the company like the business development manager, I was able to deliver one of many products that in my estimation fulfill my remit of bringing consumer grade UX to a business facing company.