Incfile (since rebranded to Bizee) had a problem. Too much everything. Way, way too much. Their content pages were miles long with filler and keyword stuffing. They loved the high search positioning. They hated the low conversions from poor quality visitors. I hated the complete lack of accessibility of so much text and unnecessary content. We needed a way to convey the actual importance of each page and blog article without being so astronomically verbose and unmanageable.
The UX Approach
I used online tools (some of which actually broke) to parse only the text from several key pages to get a true understanding of what I was working with. Read them in full several times, then outlined what the actual value was and rewrote them. Rewriting takes a few tries as visual design ideas come to mind in the process. Despite having a bajillion elements in their library, not every visual approach had been explored. I put several side-by-side and discussed with the stakeholders, and also personally organized and facilitated usability interviews and AB testing.
The Final Product
The Bizee rebrand happened mid-stride of this effort. So not only did I produce new clean designs and copy for Incfile, but also needed a fast follow for the new Bizee design.
The UX Impact
Usability and AB testing provided I was going in the right direction, and the Bizee designs going live signaled stakeholder confidence was high.
The previous Incfile homepage. While not the worst of the pages I had to rewrite and redesign, it certainly needed help.
The iterations of the Incfile homepage.
Original design of their main service overview page. Again, not “super” terrible, but not great either.
And the iterations along with the final Bizee design.
This atrocity however…
Imagine what the mobile screen looked like.
And what I delivered for both Incfile and Bizee brands.