Improving web conversions by focusing on customer understanding


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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 Qumulo website was underperforming, and conversion rates were low. 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

Project Lead

Additional Team

Art Director
WordPress Developer


UX Research
Content Strategy
Web Design



Design Process


Focus groups*
Data analysis
Competitive analysis



Empathy maps
User stories
Problem statement


User flows
Card sort
Information architecture
Content mapping


Mock ups
Web styles
WordPress prototype


Performance testing

*Conducted prior to this project 

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.

Summary of the 3 buyer types
Empathy map
Buyer insights

Defining the Critical Buyer Paths

To maximize impact and effort, we focused on defining critical buyer paths. By understanding the minimum, vital information that a buyer needs, we can 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.

Mapping the journey
Content for each stage
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. The user flow lays out the buyer’s movement through the site—from entry point right to the conversion.

Content Strategy

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

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 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.

Ideation and Testing

Our buyer paths begin on the home page. As the lead designer, I followed a process designed to facilitate iteration and validation at each step. I started with a lo-fidelity wireframe, which was essentially a content outline. 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.

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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