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
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 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.
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.