Home Page Redesign

 

Project Highlights

My role in this project was Senior UX/UI Designer. The UX/UI analyis was predicated on extensive site user data, competitive comparison, best practices, and collaboration with the Growth, Marketing, and SEO leads. The design was iterated to the following solutions, which resulted in a release that significantly exceeded the project goals.
Jump to design mock ups

  • Simplify the page — 6% less scroll height, 60% less page density
  • Design the page to be fully responsive
  • Reduce the content visual “weight” via more white space and a new font with a thinner stroke, and very clean light weights
  • Promote a clear, intuitive intake form and a new hero with warm colors, a professional ambiance, and a confident, friendly personna
  • Redefine the color palette to enhance readabiliy and spotlight the CTA elements while retaining brand recognition
  • Simplify the header to 2 global navigation elements and search, reduced from the original set of 9 gloabl links and search
  • Reduce the primary intake links from 45 to 21, and integrate these links in relevant content in less visually obtrusive ways
  • Consolidate secondary intake links into expandable sets that provided users with multiple levels of detail and action
  • Introduce multiple “trust” elements on the page from a range of sources
  • Focus on fewer content elements, reduce the initial content display, and enhance the visual significance of this content
  • Display only “winning” elements defined by site statistics
 

Growth Experiment

Improve the conversion rate for the site home page.

Category

Acquisition.

Hypothesis

Updating the UI of the page, and providing clean CTA elements, will improve the conversion rate.

Goal

At least 5% improvement.

Timeframe

At least 1 month based on data from Google Analytics.

Result

Achieved goal by a mulitple (NDA protected)

Client

LegalMatch

Tools

Adobe Creative Suite

Team

Growth Lead
VP Marketing
SEO Lead

Design Elements

Palettes

 
Original color paletteStarting palette
Redesign color paletteFinal palette
 
 

Fonts

Original font sample
Original fonts
Redesign color paletteRedesign fonts
 

CTA Buttons

Original CTA hero button
Original CTA secondary buttonOriginal buttons

 

Redesign CTA hero button
Redesign CTA secondary buttonRedesigned buttons

Design Mock Ups


Redesigned Home Page - Partial

 

Home page redesign
 



New Page Elements

 

Design element - How It Works

 
Design element - Highly Rated Attorneys

 
Design element - What People Are Saying
 

Redesigned Home Page - Full

 

Redesigned home page
 

Original Home Page - Full

 

Original home page design