Rethinking an existing
website
Bringing further understanding of UnderPinned’s brand and core mission in order to increase conversion rates for the company.
Role: UX/UI Designer
Company: UnderPinned
Duration: 2 weeks, August 2022
Tools:
Figma, Loom, Whimsical,
There has been a large increase in the number of freelancers in the UK. However, the infrastructure to support this growing part of the workforce has not adapted to better suit their needs. UnderPinned aims to change this by creating a platform specially designed to offer everything a freelancer needs to build their career.
The company was finding that despite high rates on interaction on their social media and community forums. That was not converting to paid users landing on their website and subscribing to their education and business management software service.
Our goal was to increase conversion rates, ie paid subscribers through a a more streamlined user journey, clearer copywriting and more modern interface, in turn gaining further understanding and trust for the brand.
Problem
Solution
To create an online experience that will allow users to feel empowered and excited to
subscribe to the
company’s Platform.
Objectives
- Develop a coherent brand with the user in mind
- In turn to increase conversion
rates in the company’s subscription services.
Goal
How might we communicate the brand to the user to increase
paid subscribers?
Research:
User Interviews
Who we interviewed
- Early stage freelancers
- Age 20-30
- Within the Creative Industries
Key findings
- Overwhelm.
- Mistrust in the brand, unsure what it is.
- To view a transparent pricing plan.
- The dark background feels a bit somber/ not very optimistic(?)
Wants
- To not waste time feeling confused online.
- Flexibility in being able to cancel if they need to.
- To feel empowered by their freelance business and build confidence in their own brand, this needed to be reflected in the
service being provided.
Desires
- Pricing to transparent and easily accessed.
- To know the UnderPinned as a part of their freelance community and cares about their users.
- To not feel pressured to buy or be tricked into a lengthy subscription service they couldn’t get out of.
Opportunities for improvement:
- A transparent pricing model
- A demo of the product (no pages clearly show the product) and so greatly reduces trust for the user on what they are actually signing up and paying for.
- Clearer messaging in the offering for the freelancer.
Research:
Marketplace Analysis
Initial wireframes
Testing the
initial site
Test Objectives
- On first impression, is the site recognizable to be selling a subscription to an educational and business management software for feelancers?
- Does the site feel easy to navigate? Is it easy and intuitive to locate products and features?
- Is the pricing easy to find?
- Does the site feel trustworthy?
- Does anything feel complicated or too overwhelming?
Test results
Improvements
before building
Areas to improve:
- Positives: people felt the pricing was very transparent.
- Make the pricing page easy to navigate too.
- Potentially add in a video demo instead of screenshots so people can really get a feel for the product before they buy.
Results &
Conclusion
Solution
- We needed to convey the product in a clear and concise way.
- To come across as a tech brand whilst also convey a community feel.
- Appeal to the company’s target audience for early stage freelancers.
- View here my full website audit via Figma.
Screenshots of current site
The site ‘superpeer’ of an example to how the product can be showcased on the main website
Initial wireframe: to start
testing the message and layout
Initial FAQs page
- The site experienced an increase in new user subscribers up
87 users in the first week from 22 in the week before.
- There was a reduction of questions for the customer services
team regarding pricing and questions over subscriptions
- For future iterations I would like to keep testing the site with users and include micro animations of the company’s software to
showcase to the user prior to signing up.
A demo was also placed on the
main website to ensure
the users knew what they were
signing up for prior to buying.
Initial mid-level fidelity designs - reducing original the darker colour palette
Pricing is upfront and clear in the
messaging for the user.
The colour palette has been toned down
to convey a calm, professional tone
of voice.