Improve user experience on Kaydu's digital presence

Overview

Kaydu is a Startup SAAS company that provides a CRM solution to SMES companies. The main focus is to give a simple and easy solution to people that does not have strong knowledge in tech and even in marketing.

Role: UX/UI Designer Lead

Duration: Jan 2023 — Feb 2023 (8 weeks)

Website: Visit website

Tools: Figma, Webflow.

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Project objectives

1. Improve user experience to increase visitor retention.
2. Reduce cognitive load in new and returning visitors.
3. Increase sales and brand’s perception.
4. Effectively communicate the benefits of the company and how the product can solve user’s needs and problems.

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Methodology

1. User research. I interviewed users to understand the needs and frustrations with the existing website, so I could have a better direction on the design.
2. Competitor analysis. I analyzed most known competitors in the CRM industry to find and identify best practices and opportunities.
3. User experience design. I created the sitemap, wireframes and high fidelity prototypes to improve usability, conversion rates and navigation.
4. Visual design. I updated the visual design to increase brand’s perception and trust in the brand.
5. Development and testing. I developed the new website on Webflow and tested it with real users so I could see if the website worked well.
6. Improvements. I kept updating the website implementing new features like an academy made in webflow, I created an english version of the website and also new landing pages to get leads through online ads.

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Results

1. Reduced bounce rate. After the redesign, the bounce rate decreased by 24%.
2. Increased understanding of the offer. The sales department could sell more because the website was more understandable and they do less effort trying to explain what was the offer to the leads.
3. Increased sales. The business increased by 180% their sales because the company could offer in a better way the service and to new markets.
4. Marketing and sales. The team could work better because of the creation of the Design System, so they were aligned with the new brand and could promote in a better way the business.

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Lessons learned

Kaydu’s new website demonstrated the importance of focusing on user experience and brand’s perception.

The data showed how relevant is for users the ease of navigation and structure of the websites and that was reflected directly on sales.

This case study highlights how strategic approach to webdesign can have a positive impact on business outcomes and the promotion of company’s sustainability values.