Project Overview

Durable.co, a leading tech company, approached our team to enhance the user experience of their AI-powered website builder. The goal of this project was to make the page more user-friendly, increase user engagement, and improve conversion rates for the website builder product.

As the lead designer on this project, I was responsible for conducting research, redesigning the user interface, and overseeing the implementation of design improvements.

Process

We had the challenge of redesigning the AI website builder page; the page was not converting very well, and the features were outdated. The goal was to create a page with a very tech and futuristic vibe to show we are talking about the future. But at the same time, trying to humanize and bring some real people to it.

Research

To kick off the project, we conducted extensive research, including competitor analysis, and a thorough review of the existing platform's usability. Our study revealed that the team and users found the current interface confusing, and there was a lack of new features we were not displaying on the page.

Design Process

User Flows: Based on the entry points of the users, we mapped out the user flows for various scenarios, such as coming from the home page, paid traffic, and organic traffic.

Wireframes: We developed wireframes to sketch out the new interface, focusing on simplifying navigation, improving content creation tools, and enhancing the overall user experience.

Prototyping: Using tools like Figma, we created interactive prototypes to simulate the user journey and gather feedback from stakeholders and potential users.

Usability Testing: We conducted A/B tests trying to see which page converts better. We started driving 10% of the traffic first and increasing it to 50% gradually.