Preliminaries
Alex Shimla, Jayden Kimber and I began by discussing what the key needs for the site were. We established our goals as follows:
- To create a marketing site that clearly communicates Wipstream's business proposition,
- To create a distributor portal that enabled our partners to sell our product easily.
Jayden would be in charge of linking various aspects of the portal to our ZoHo client management platform, Alex would craft the copy, and I would design and install the site.
Proposed Adjustments
The pricing tiles were clunky, unaligned, and generally screamed poor quality. Further, they were giving customers sticker shock from the odd price tally. They needed a full redo.
We also decided to create a dedicated hub page for all the products in order to clean up the top nav - the links were confusing in their present state.
As for the distributor pages, we decided to keep things very simple. There were many parts of our client management system that could break, and we didn't want the design to get in the way of that.
Iterations
Pricing Tiles
We did a ton of work on exploration for these tiles. We eventually landed on left aligning pretty much everything for the sake of readability.
Sales Funnel
We considered a simplified flow into examining products. The dedicated hub page would have photos of the different products as well as click-in descriptions of what they do.
Branding
We decided to use a saturated vibrant color for bolded callout text. We went with a color present in the current brand's gradient, #F64F59.
Decisions
Pricing Tiles
We succeeded in building pricing tiles that were both clear and aesthetically pleasing. I redesigned the pricing tile to be generally more appealing, with clear indicators as to price and terms of each device. In terms of layout, we went with the F model of layout, and made most elements left aligned.
Sales Funnel
To help avoid sticker shock from the combined price of device, plan, and data, we created a pricing modal that would pop up and provide a detailed price breakdown. It would also help prevent a sales funnel that moved too quickly, which might scare the customer and increase bounce rate. Also present is our use of brand colors to bold important text in headlines.
Infographic
There was also confusion from customers regarding how wipstream worked. I created a graphic to help indicate, at a glance, how wipstream intervenes to stabilize and improve poor connectivity.
Distribution partners
Finally, we created our distributor facing portal, which they could access to sell wipstream devices direct to customer. They could easily take up some of the work in registering new customers, and we could reliably scale our business without growing our team.
The impact on the business was strong. We experience a 157% reduction in bounce rate, as well as 10% increase in session length. Customers continued to speak positively about the product, saying that it stabilized their connection better than any boost system in recent memory. Enterprise users of sentinel report not being aware the device turned on when their internet dropped, due to the devices seamless integration into their connection.
External factors have unfortunately pushed the business into a pivot. However the pivot is currently in development and attracting excitement from potential investors. More on this to come soon.
