Seeking a more complete and impactful web experience for small business prospects, the BigCommerce Essentials site was in need of an overhaul. The goal was to find the right message to engage the audience, the right visuals to grab attention and give context to the message, and the right organization of information to effectively help inform the buying decision.
My involvement
Web/UX Strategy
UX Design
UI Design
One of the first steps was to partner with the product marketing and brand content teams to determine what the new messaging would be. My team created wireframe prototypes using existing content blocks from our design library that allowed writers to plug in content and test out different messaging options. The result was a streamlined process that allowed us to quickly determine the structure and flow of the new site.
Once copy was finalized, my team partnered with the brand design team to establish the look and feel for the site. Based on the new messaging, it became clear that the visuals would need to utilize a more modern and minimal approach. This would allow the messaging to be the focal point, while the imagery (focused on BigCommerce product experiences and customer ecommerce experiences) would give the appropriate context.
With new messaging and a revitalized look and feel, the BigCommerce Essentials site was ready for its makeover. The result is an impactful web experience that speaks directly to the wants and needs of small business prospects while engaging them with color and imagery that adds meaningful context to the content.
Part of the site overhaul included changes to the pricing page, a key part of the buyer journey. The main takeaway from user testing was that the previous design suffered from a lack of streamlined organization resulting in confusion and cognitive overload. The solution was to position the most important information in the redesigned cards while placing secondary information in an expandable accordion section below the pricing cards. This allowed users to more easily compare plan features.
Done in collaboration with:
Devin Rogers, Adonis Gashi (Brand Design), Juan Roque, Ryan Sheridan (Web Design)
