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Improving web performance with UX research and information architecture


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About the project

The company

Qumulo is a Seattle-based technology company that makes software for managing large volumes of data.

The problem

The data showed the Qumulo website was underperforming. Conversion rates were low, and prospects could not find the information they needed. How can we improve the website experience and increase conversion rates?


We believe that by architecting our website to align clearly with defined buyer paths, we will increase conversion.

My role

Content Strategist
UX Designer
Project Lead

Additional team

Art Director
WordPress Developer


UX Research
Content Strategy
Content Design



Understanding the buyer

To improve the website experience, we needed to first understand our buyers and their goals.

I led a rigorous discovery effort that focused on understanding our personas (and groups of buyer types), as well as their distinct needs.

These slides are examples from a presentation to stakeholders with key learnings about the buyer types. Click for a larger view.

Key learning

User research revealed three distinct buyer types, each with their own set of needs, concerns, and questions. Our content needs to be targeted and specific.

screenshot of a slide from presentation - shows 3 audience groups
Summary of the 3 buyer types
screenshot of a slide from presentation - shows an empathy map
Empathy map
screenshot of a slide from presentation - shows a persona guide
Buyer insights

Defining the critical buyer paths

We didn’t have the resources (or time) to rewrite the entire website. So to maximize impact and effort, we focused on defining critical buyer paths. By understanding the minimum, vital information that a buyer needs, we were able to create purposeful user flows for each audience group. These paths are intentional, directed flows of information and choices designed around important positioning content.

Slides from a presentation to stakeholders about buyer types. Click for a larger view.

Prioritizing content

Through this exercise, we identified content gaps, which we prioritized and addressed.

screenshot of a slide from presentation - customer journey
Mapping the journey
screenshot of a slide from presentation - shows content mapping
Content for each stage
screenshot of a slide from presentation - shows key questions
Key questions to answer

Creating purposeful user flows

Now that we understood the critical buyer paths, we could create purposeful user flows from the home page and navigation menu. The user flow lays out the buyer’s movement through the siteā€”from entry point to conversion.

Content strategy

The home page and navigation menu must immediately orient the buyer and provide quick clarity around Qumulo’s product offering.

user flow 1
user flow 2

Creating the site structure

The navigation menu and site structure were designed to support the critical buyer paths. The buyers’ key questions needed to be answered by the content on the home page or easily accessible through the site menu. Even though many users will enter the site on a different page, the home page still functions as an entry point for many buyers.

Click for a larger view.

Optimizing the menu

A well-designed menu will provide quick information on product offering and help guide buyers to the content that can answer their questions.

site map

Content design

Our buyer paths begin on the home page. As the designer, I followed a process designed to facilitate collaboration, iteration, and validation at each step. I started with a very lo-fidelity content wireframe. That informed a mid-fidelity wireframe and eventually a mock-up in Figma.

Validating in real time

We were limited by budget, so validation and usability testing was done via Usability Hub and testing guerilla style utilizing internal resources and partners.

low fi wireframe
design mockup
design mockups

Launch and impact

We launched on time in December of 2020.

In the first quarter after launch, Qumulo saw a significant lift in YoY website conversions and engagement/behavioral metrics.


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