October 2021 - January 2022

The task was to redesign the website to attract new users who are not yet familiar with us and with DMP in general.

UI/UX designer, web-designer.

As an only designer in AiData, I was involved in every aspect of the product development process: from brainstorming the next great product innovation to tweaking pixels right before launch.

In more detail:
1) Creating a visual style of the product, creating marketing materials for promotion.
2) Website redesign, desktop and mobile layout

The old website practically did not retain the user. There was no clear explanation of our activities: who we are, how we can be useful and how we work.

The website was outdated and looked very unattractive, besides it contained too much information that was unnecessary for the user.

Our users are marketers, business owners, analysts and advertising agencies.

Throughout the product lifecycle, no user interviews were ever conducted. But the stakeholders communicated a lot with users and knew their pains. In addition, there were many webinars where users asked questions and shared their pains and goals.

I collected all the information from the webinars that were being held and prioritized design changes.

Some user comments are given below

Such user research may seem insufficient, but the audience of the AiData is very highly specialized. Basically, these are specialists who are familiar with professional terminology. But even such a research helped to understand the pain points, experiences and problems in order to avoid them when redesigning the website

So that our user does not have a misunderstanding «why do I need this service», we focus on what result our product gives, and not on its characteristics.

Any online product is «hired» by the user to solve certain problems. We tell how our product solves problems. To do this, we have prepared a video and a presentation. People are more likely to «spoon-eat» an idea than get to it themselves. And pressing play is much easier than reading paragraphs of text.

If the user has questions, we are always ready to answer them.

There is a myth that supposedly long pages don’t sell, it’s better to have short ones because they don’t need to be scrolled for a long time. If the content doesn't "get in", it's true. But if it is interesting and engaging, users will not refuse to browse and get to know the product better.

To make scrolling easier, our website has sticky navigation. This is a quick access to key sections - About us, What is useful, Services, call to target action (login).All information on the landing page is arranged sequentially: problem - solution - product description. Therefore, finding what you need is not difficult.

We are open and explain how the product works and gives these opportunities.

To bring the concept of Jobs-To-Be-Done to life, I researched the audience and answered key questions:

Having received information from the user research, it was decided to delete all sections unnecessary for the user and add those that would be interesting for both the user and the business