Web
Accessibility
Funnel CRO
Our impact at a glance
4.8%
Increased Conversion Rate
70%
Customer satisfaction
14%
Decrease in Time To Convert (TTC)
40%
Decreased Occupancy rate
Overview
Project
Orygen.Earth funnel redesign
Role
Product Designer (Team of 4)
Duration
2 week sprint (Dec 2023)
Context & Briefing
As all design projects do, we began with a kickoff meeting with Orygen’s CEO, where they outlined the problem: a 99,2% bounce rate, and what they thought the cause of the problem was: an overcomplicated onboarding process and an overdesigned website that users didn’t navigate well. Orygen asked us to take a look at these two things and find ways to fix it.
One of the preliminary insights we drew from our meeting with the stakeholder was the split in Orygen’s userbase. The landowners they had onboarded so far were all senior users (55+), but no design decisions had been taken to accommodate their needs & problems.
Research & Discovery
16
Usability tests with current product
With same-demographic users (Aged 60+)
5
User interviews
With already-onboarded clients
We conducted a total of 16 usability tests (click here to read some transcripts) on the website with senior users and 5 user interviews (click here if you want to read the whole transcripts) with people that were already onboarded by Orygen. The goal of our tests was to first find out what Orygen did, and then successfully complete the onboarding process.
A couple of (translated) quotes we extracted from our interviews:
After organizing all the qualitative data we gathered into an affinity diagram (which you can find here) we extracted a few, vital, insights which would help guide the next steps of the project:
Instead of actively seeking out solutions for their lands such as Orygen, users had been stumbling upon the company, which implies a low drive to solve their land-related problems.
Orygen’s message is not being properly communicated, since users are having trouble understanding their product and mission.
Users foster a sense of mistrust towards Orygen and their services.
The root of the problem
So the problem had finally been laid out bare: Orygen’s main problem wasn’t an overcomplicated onboarding process or a flashy website, but rather a lack of information and motivation on their user’s part.
Prototype & Testing
20
Usability tests with prototype
With potential users (Aged 60+)
7
Iterations
From lo-fi wireframe to final design
We mapped and designed the main user flow that was part of this project's scope and developed and mid-fidelity wireframes to visualize navigation and ensure a seamless user experience.
Collected feedback to refine key areas: clarity of different data sets & information, button placement and hierarchy, and differentiation from other user sections.
Splitting the userbase
The first design decision we took in order to better tailor the site to Pedro (our user) was to completely split the website in two. Orygen’s website included 6 different sections any given user could click into (click here to view their original sitemap), ultimately mixing messages meant for businesses with those meant with landowners, which had been causing confusion amongst the users we tested. By splitting landowners and businesses apart, we could not only reduce the sections users could click into (from 6 to 4), but also fully customize the messages in said sections to better communicate with our users.
The split happens in the landing page itself, with our design proposal, the first information users reach is Orygen’s activity as a business, and are then swiftly prompted to take action and proceed into the landowner or business section of the site.
Orygen's old landing page, on the left, and our Proposal for the new landing page, which allows us to filter users into different flows.
Accessibility for seniors
Our most important directive when designing Orygen’s new site was to keep accessibility for seniors at the center of our decision making. To do so, we used resources such as the NNGroup to help inform or design decisions, which we grouped into 4 categories:
Legibility
In order to help our senior user base better understand our website, we needed to provide them with high-contrast, easy to read text. So we went to work on typography, colour and layout, ultimately achieving a website that passes AAA contrast tests, and reducing the amount of typefaces used from 3 to 1, ensuring readability and reducing cognitive load on our users.
Context clues
To help senior users better understand and remember what different actions do in our website, we provided them with context clues, for example, matching the page title with the words in the menu the user clicked to get there. This helps our user recognize where they are, instead of forcing them to recall what they have done, which lowers the overall cognitive load required to use the website.
Interactable elements
To accommodate the needs of our senior user base, we need to mindfully design interactable elements, such as buttons and links, so that they can adapt to the way seniors interface with Orygen’s website. We do this by making them large enough, spacing them adequately, and allowing them enough horizontal space to grow if the user has a bigger system type size than default.
The final result
All in all, throughout our design process we aimed to achieve a straightforward, easy to use and accessible website that would aim to communicate Orygen’s value proposal in order to motivate our users to onboard their lands. You can interact with the prototype by clicking here.
Learnings & Clonclusions
Planning ahead allowed us to lay out a roadmap for our client so they could keep up the momentum with the platform redesign.
Designing for seniors was a golden opportunity to learn a boatload of accessibility best practices. An often overlooked section of users turned out to be the source of many, many design lessons
Decision-making was key in this project. During the 10 day sprint we had to decide how far we wanted to take the project before delivery, which quality we were aiming for, and how we were going to do it.
I would also like to thank Orygen.earth and Costanza, the CEO, for trusting us with this project. It was an excellent opportunity for us both to grow and we wish you nothing but success.