Qumulo
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?
Hypothesis
We believe that by architecting our website to align clearly with defined buyer paths, we will increase conversion.
My Role
Strategist
Designer
Project Lead
Additional Team
Art Director
Copywriter
WordPress Developer
Categories
UX Research
Content Strategy
Web Design
Timeline
Aug-Dec
2020
Design Process
Discover
Interviews
Workshops
Focus groups*
Data analysis
Competitive analysis
Define
Personas
Empathy maps
User stories
Problem statement
Goals
Ideate
User flows
Card sort
Information architecture
Content mapping
Prototype
Wireframes
Mock ups
Web styles
WordPress prototype
Evaluate
QA
Usability
Analytics
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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More Sessions
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More Conversions
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