InsideMaps Website
An experience redesign of a Legacy website
InsideMaps Website
Lead Designer
Lead Designer (me) CTO Engineering Lead Product Owner 3 Jr Designers
React, Chakra UI, Node.js
As a lead Product designer, I was responsible for recreating the website navigation and improving the user conversion rate using a 5-phase approach: Discovery, Validate, Research, Design, Prototype/Validate, and Development.
Internal Usability Tests & Sitemap Redesign
"The internal usability tests revealed several red flags, most notably with the existing Sitemap. The navigation flow was hindering the experience for newcomers, with disconnected information and confusing redirection."
Discovery & Sitemap Strategy
Internal Usability Testing
A part of the Discovery phase for our focused team. We used internal validation before going to users to identify early structural issues.
Reimagining The Sitemap
Moved from a fragmented '10,000 ft view' to a centralized information hub. Clear navigation flow: knowledge, resource, and pricing accessible directly from the start.
Interface & Layout Iteration
Following a trail-and-error process where the first layout attempt didn't meet expectations, leading to a successful 'Take 2' using wire-frame prototypes and A/B testing with users.
Technical Depth
A/B Testing & Take 2
Second attempt tested at the root level with clickable wire-frame prototypes to ensure the navigation flow and user journey felt natural.
Responsiveness & Accessibility
Implemented Aria attributes, keyboard navigation, color theory, and enhanced touch targets to ensure a seamless experience for everyone.
Atomic Design Implementation
Built the UI from the ground up using atomic design principles: atoms (design tokens), molecules (patterns), organisms (modules), and finally templates and pages.
80%
User conversion and app downloads both increased by 80%. Specifically, 8 out of 10 visitors signed up, with 85% becoming long-term users—a testament to the cohesive experience between the website and the app I also designed.
You Dream It, I Code it