Elavon - UX Strategy + Design for Responsive Site

A responsive site project

2013
Working with POSSIBLE Cincinnati to provide an extra hand with a sudden surge in projects in fourth quarter.
ROLE
Contract UX Lead
Contracted to cover a new contract’s Q4 surge in work – Proposed and led UX Strategy, completed Responsive Design for rebranding.
THE CHALLENGE
Improve the usability and usefulness of the .Com holistic experience in a redesign to refresh the brand. This included moving to a Responsive experience.
Challenges included a redesign was pitched based on a page-by-page redesign over a year. UX is new to the design team, and not fully understood. Visual Design looks at UX recommendations as optional.
Improve overall user satisfaction with Elavon.
Increase user satisfaction of the site.
Reduce 30, 60, and 90-day attrition with small businesses.
Improve perceptions of brand.
THE APPROACH
I quickly convinced POSSIBLE Cincinnati, to pitch to their client – Elavon, to anchor the redesign in a UX Strategy for the page-by-page redesign to create a unified vision of what needs to be built and how it will be used to avoid creating or chasing issues and creating a site that will support holistic experience.
Understand the Business
To begin, we needed success clearly defined. I reviewed site redesign and business goals to understand conversations and agreements to date and how success would be defined and measured. I reviewed the effort with the client’s research team for insights into causes of attrition and customer insights and discuss measurements.
The Industry Perspective
I created a strong foundation for my work with a Competitive Analysis to understand the baseline experience necessary to compete, and identified opportunities distinguish Elavon’s brand experience from competitors.
A heuristic evaluation was conducted on competitors’ sites to help define a baseline experience in terms of usability and usefulness.
Understanding the Users
Meta-analysis of Elavon customer interviews and other POSSIBLE client research of the same target users revealed insights into user needs, challenges, and tasks. I represented my findings in User Task Flows/Scenarios of Use and User Profiles.
Personas were drafted by on light Elavon research and fleshed out with research from another POSSIBLE project targeting same user groups, and my previous research with targeted user group.
User task models were fleshed out informed by Elavon's customer research, research from previous POSSIBLE project, and heuristics to define design implications.
Evaluating the Current State
To understand the current performance I evaluated site analytics conducting cognitive walk-throughs with user profiles and tasks flows as well as usability heuristics to identify obstacles and explain the current performance as well as opportunities to improve the experience with improved design patterns and content.
Evaluated the international sites for usability and usefulness using the established personas and task models
For a more detailed look at content, I conducted a content audit and inventory of all sites (US and International) gave more insights into the existing contents’ quality and relevance (ROT).
Defining the Solution
I explored how to best meet both user and business goals including increasing business, user satisfaction, and understanding of initial processes, reduce attrition, and increase acquisition.
Part of the redesign included a refresh of the brand experience to satisfy the goal to improve customer service, and convey that cultural change, Customer Stories were added to the site as part of the first phase of the redesign (as content work proceeded). The homepage was the first introduction of customer stories which then moved to secondary pages. Design included Desktop, Tablet and mobile in a responsive approach.
Content Strategy was working on the customer stories as we designed the experience. The customer stories were originally 6-8 paragraphs long. The mobile wireframes demonstrated the usability of the customer stories and applicable heuristics to offer some guidance in creating a device agnostic or responsive experience.
The wireframes included an introduction the landing page and the applicable UX Heuristics to be satisfied. The right side offers detailed annotations of the user interactions and behavior of screen elements.
THE RESULTS
I created User Experience Strategy for the .Com to guide a cohesive effort over the next year between cross-department teams and ensure the realization of business goals; increase user satisfaction with the experience; and establish a foundation for expanding services. As part of the brand refresh, I designed the new section experience of Customer Stories to align with a brand refresh, aligning the feature/section to the users’ interest in Elavon and their tasks – motivation for visiting the site.
Visual Design by POSSIBLE Cincinatti’s team.
The client was inspired by this UX Strategy and asked for two additional projects, and requested a brief (High-level Strategy) for a new Welcome Center (portal) targeting new users with a primary business goal to reduce attrition with the first 90-days through improving customer service.
The Welcome Center brief included an evaluation of competitors’ offerings, evaluation of the business process for new customers, and a gap analysis of the current new user experience (tasks) using defined tasks and personas.
The POSSIBLE Cincinnati team was able to harness the client’s satisfaction and excitement to do additional user research and testing in the redesign.

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