As a lead UX designer, I oversaw design and development of organizations website with which customer interact to view, shop for 3D printers and register for workshops. For two years, I continuously monitored web traffic to understand customer mood and recommended updates in content, design and branding to retain and gain customers in the dynamic market.

As part of the initial investigation, I assorted stakeholders interview and customer complaints to understand the pain points from different perspectives. Additionally, trend analysis from customer purchase data and sales lead informed me about the shortcomings which affected the conversion rate.

From organizational data, I identified several clusters of customers who share similar attributes and interviewed them to understand their goals. Few selected participants were invited to take remote usability tests in exchange for complementary printing hours and discounted 3D printing accessories.

With results from interviews, remote usability tests, and website performance report, I have formulated a red route table to visualize common interest zone within the website.

Findings

Customer Needs:

• Need quick access to know about the application of 3D printing
• To know benefits of using new technology
• To know product cost, features and delivery time

Business Needs:

• To spread awareness about technology through workshops
• Attract resellers from metropolitan cities
• To increase market share

Upon considering all findings and feeds from customers, I started reworking on organization's web presence by restructuring information architecture. Information flow across the website was made consistent and navigable with minimal interaction and burden.

Information Architecture

Design & Implementation

Design and revamp of organization's web presence was supported by red route table and the content strategy was repeatedly tested with user's feedback. Modern web design pattern was implemented to maintain consistency among different revenue generating profiles on the website.

The organization's modern web presence along with new product releases helped the organization to raise series A funding from tech founders in Chennai startup ecosystem