An important benefit of human-centered design – also referred to as design thinking – is the ability to solve enterprise problems at greater speed and scale. The process of empathizing with your customers, rapid prototyping, and frequent testing can deliver a better end product and hasten speed to market.
For example, a Fortune 100 client recently partnered with Electronic Ink to redesign a customer-facing website. The current site wasn’t meeting the needs of their customers, particularly on mobile devices, resulting in lost sales and increased customer support costs. They needed to address their usability issues quickly.
“The process of empathizing with your customers, rapid prototyping, and frequent testing can deliver a better end product and hasten speed to market.”
The project’s aggressive schedule was intended to quickly discover usability issues and address them in the design of a minimum viable product (MVP). Using a proven human-centered design approach, we held workshops and interviewed stakeholders to define the problem, conducted usability testing to uncover issues with the current site, and worked closely with our client to navigate regulatory and compliance issues. We regularly tested and validated our designs as we progressed from sketches to wireframes to final website aesthetics.
Working collaboratively with the client and their partners, we delivered an MVP site on time that was not only beautifully designed but, most importantly, more intuitive for customers. Our research findings informed our decisions to update the site organization, streamline the online ordering process and standardize product pages on the site. The results speak for themselves:
- 60% increase in site visitors, 67% of whom are new users
- 12% increase in pages viewed during a single site visit
- 32% increase in share of visitors using a mobile device
- 13% increase in time spent on the site
This is just the beginning. We’re currently engaged to continuously improve the site through our human-centered design approach, ensuring that we achieve the desired business objectives by means of an optimized user experience.
We are delighted to be part of this journey with our client.