Research & design

Relationshipscience Redesign

Relationship Science ( RelSci ) provides an unparalleled suite of tools that unlock the hidden potential of your relationships. Access verified information on over 10 million decision makers to understand who knows who, how they know each other, and how you can connect.

Opportunity

  • Homepage does little to educate users on what RelSci, as a company does
  • High churn rate on the Pro product. Cancellation surveys informed that users weren’t clear on the nature of the platform
  • Value propositions are not prominent and easy to find
  • Did not showcase RelSci product offerings
  • User engagement was very low. (Entry point) Users would enter the site through Google search for the target individual then exit
  • Profile pages showed all available data, resulting more scrolling and fewer signups

Objective

  • Educate visitors on what RelSci, as a company does
  • Showcase the right amount of quality verified data while enticing the user to sign up to see more
  • Showcase the full RelSci suite of products

Strategy

  • Design focus from profile pages: upsell buttons would take the user through a RelSci Products education flow, then 30 day free trial sign up flow
  • Implement carousels which would take them to the various product/features pages which would then take them into the education/sign up flow
  • Provide suggestions on similar profiles to increase engagement

Establish Key Performance Indicators

  • Decrease churn rate
  • Increase number of sign-ups
  • Increase session engagement time to above 3 minutes
  • Increase Net Promoter Score from 6 to 7-9

Redesign Process

Current Site Audit

  • Is user clear on where they are on the site?
  • Is the Call To Action clear?
  • Are elements actionable for the user?
  • Are main tasks easily achieved?
  • Is the user clear on what they are looking at?
  1. Use of italics generally makes for legibility concerns, especially for navigation
  2. Large clear title for page is nice
  3. Elements feel too close to each other. Too much visual noise makes it hard for user to focus eyes on one particular element
  4. The rule of thumb is to have maximum of 3 different pt size fonts on a page. Too many font style variations will create visual clutter.

Stakeholder interviews

WHAT? (Problems and Challenges)
Offer the right amount of actionable data so as to not cannibalize the Pro & Enterprise products.
WHY? (Purpose)
Unlock the hidden potential of your relationships in your network.
WHO? (Target Market)
Wide range of professionals who utilize connections to achieve business goals.
Short Term Goals
Increase growth with the Professional product
Long Term Goals
Increase growth of the business with additional products
How To Achieve Those Goals?
Providing products that are essential in end user work flows
competitive analysis

user interviews | vertical profiles

Verticals ( 7 )
Non-Profit
Management Consulting
B2B
Private Equity
Legal
Wealth Management
Educational Institutions
Discover for each vertical:
Daily Workflows
Motivations
User Behavior
Finds Valuable
Pain Points

user personaS

Example of informed design: Moving the Relationships Module
This really helped in determining which modules were the most helpful. The current site had the news section before the relationships module. Through interviews, the trend was that users would scroll past the News module to the Relationships module.

MVP

  • Profile Pages
  • Search People & Orgs
  • News & Alerts
  • RelSci Industry Reports (Already developed)
  • RelSci Products
  • About RelSci
  • Homepage

Objectives

  • Showcase
  • Educate
  • Lead to Conversion

user FLOWS

sitemap

Card sorting exercise with 12 internal subjects

wireframes

homepage

  • Educates user on what RelSci offers
  • Allows user to easily navigate to key pages on the site

profile

  • Main entry point to relationshipscience.
    com
  • Side navigation for easy access to specific data points
  • Provides 3 listings per data point to entice user to unlock more listings to further conversion rate
  • Carousel at bottom of page to navigate the user to key pages on the site

what is relsci?

  • Educates user on the What? and How? of RelSci
  • Provides case studies
  • Navigates user to product offerings

user testing

subjects: 12

Tasks

  • Search for an individual
  • Find out news on an individual
  • Find out more about RelSci
  • Learn more about RelSci products

Comprehension

  • What is RelSci?
  • What does RelSci provide as a service?

A/B testing with VWO

Removing upsell message and center CTA button
CTA Button Color Change
Background image exploration

ui style guide

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