Primary Challenge: Design a B2B landing page that entices customers to purchase the product. What needs do our users have that are different from the B2C customers? How can we address those needs?
Secondary Challenge: Provide recommendations to improve conversion rates on the B2C website.
APPROACH & KEY INSIGHTS
Primary Challenge: We carried out user interviews, surveys, and comparative analyses which revealed that key decision makers value:
• High ease of use so that the product will likely be used consistently by their staff
• High ROI with calculation backup
• Easy integration into current apps
• Assurance they are finding the best solution
Secondary Challenge: We performed a heuristic evaluation on the existing B2C website.
Primary Challenge: The B2B landing page addresses business managers' needs, concerns, and level of engagement. The landing page becomes a lead generator through drawing in the customer by answering their most pressing questions.
Secondary Challenge: The heuristic review listed items for improvement, ranked by severity and provided suggestions to reiterate and clarify the product's value proposition.
CONTEXT & CHALLENGES
Industries that require accurate billable hour records spend a lot of time keeping track of their records. Timeular manufacturers the Zei° which is an eight-sided die that tracks time spent on up to eight projects/tasks with an easy flip of the die.
The company needed a B2B page that captures the interest of and articulates the device's value proposition to the financial decision maker. We were challenged to find the best content and flow for a user-centric experience.
They also needed assistance in evaluating their current B2C site and requested recommendations to increase conversion rates.
Our hypothesis was that purchasing managers want an easy to use timekeeping solution but want to ensure that the most pressing concerns regarding the product are addressed by Zei°’s B2B page.
Questions of interest in our research:
How do professionals keep track of time spent on projects today?
What projects/tasks are kept track of?
What do they do with that data?
How much time do they spend on timekeeping?
What are the pain points of their current timekeeping workflow?
What concerns do they have about adopting a new timekeeping method?
We targeted our interviews and surveys at those who oversaw project managers, attorneys, project managers, and financial advisors.
Heuristic review: We agreed on a set of heuristics culled from NNG's & Susan Weinshenk's usability heuristics to evaluate their B2C site against.
We interviewed six supervisors of project managers, designers, attorneys, and financial advisors to determine their current timekeeping process and what key concerns they have when choosing and adopting new technologies and workflows.
We used a survey to gather quantitative data to determine if others in a similar position also had the same concerns found in the interviews and to determine if there were other missed areas of concern.
From our research, we found a few themes that would guide our design process:
Clearly show the ROI of the device. Financial decision makers are very aware of the bottom line.
Highlight the simplicity of the device. Managers are concerned that their staff won't willingly adopt new technology. Staff workflow must be interrupted as little as possible (staff often don’t use current time-tracking methods because they forget or the methods are disruptive)
Show through video ease of integration with existing systems. Managers are concerned that set up is never as easy as companies claim.
Accuracy. A high level of accuracy is critical, especially to those in industries with billable hours.
Current cost. Staff spent an average of 1 hour per week tracking, at an average cost of $4k/year.
Efficiency. While tracking billable hours was a priority, there was also some interest in identifying & reducing inefficiencies
Dashboards. Manager dashboards are of great interest to the financial decision maker.
The Empathy Map allowed us to get into the consumer headspace. What motivated them to look for a solution? What are their managers and subordinates saying? How are they feeling?
We organized our interview and survey findings into seven groups which gave us the key insights needed to guide our design flow, content and layout.
There were two primary personas that came from our research.
Managers who work in a billable hourly rate industry.
Managers who want to improve efficiency and to gather data to set their executives' expectations.
IDEATION & ITERATION
We first brainstormed a few features that address the needs and concerns of the B2B financial decision makers and our client, sketched design ideas, and performed iterative usability tests.
Key features included
An interactive ROI calculator that can help managers understand how much they can save with the product
Videos that clearly define how the device works, how easy it is to integrate into existing systems and what reports can be generated
A chart that compares the Zei° with other timekeeping methods
A call to action to exchange customer contact information for a free informational report.
Calls to action to sign up for a demonstration of the product
We integrated all the key features and the content strategy
Determined hierarchy of the B2B page - lowest time investment at the top, highest at the bottom
Usability Testing & Iteration
We produced rough wireframes for concept testing in Balsamiq and performed usability tests using Invision.
We performed four iterations of 12 usability tests.
From the usability tests we reordered, eliminated or added key features/information on the B2B page.
IDEATION & SKETCHING
We ideated key features and sketched how they might be displayed. Every user concern required a preemptive response to draw the interest of the user and guide them to the determination that the Zei° was an excellent fit for their needs.
There were a dozen usability tests performed to ensure the majority of user issues be addressed, whether it's content, layout, flow or terminology.
Four iterations of usability testing was performed on the target market. Each iteration had the goal of addressing additional user concerns and designing the page to become an effective lead generator.
SOLUTION & DELIVERABLES
The B2B landing page design targets the needs of the financial decision makers, answering questions and concerns without having to leave the B2B landing page. This educates them and provides them the feeling of empowerment that they can make the best business decision. Giving this sense of familiarity, control, and knowledge converts to sales.
We presented key findings and recommendations and provided the following deliverables:
Site user flow
Annotated low-fidelity wireframes for responsive design
B2C Site heuristic review & recommendations report
SITE MAP & USER FLOW
We mapped out their current site to get more fully understand the current organization and to determine if it's intuitive to users. User flows were based off our personas and scenarios.
Annotated wireframes that outlined the key components and content strategy of the B2B page along with the reasons behind our recommendations. We delivered wireframes for both mobile and desktop platforms.
We provided detailed feedback of their site based on our heuristic criteria, provided recommendations on addressing areas of concern and ranked them from most to least important items to address.
Because it we were producing a B2B design, it was challenging finding the right user to interview
Loved that the research showed that people were interested in time tracking for reasons other than billing (productivity, showing executives how long certain processes currently take to set expectations, etc.)
Being able to show the slider to determine ROI - the original calculations were correct but looked wildly inaccurate at first glance. It was exciting being proved wrong and fantastic that we could show the consumer that the calculations were correct
Timeular is in the process of implementing our recommendations and flows. We expect to see data in the coming months
“It's incredible how quickly Lucretia and Dave were able to understand our business and find the spots where they can add value. On top of that I was even more impressed of the highly valuable output in such a short time frame and just a little input from our side."
Manuel Bruschi, Timeular Co-founder
“Working with Lucretia was great!"
Dave Leggett, UX Designer