Cavallo Website
Cavallo creates innovative software that helps distributors maximize warehouse efficiency and protect margin on orders. Their website needed to prove their value to distributors who are slow to trust and show the benefits of their products.
UX Designer
Role
B2B SaaS
Industry
New Site Published, Conversion Rate Increased
Outcome
The Problem
Cavallo's old website didn't effectively capture the value of their products and communicate it to their intended audience. Between a dated look, vague messaging, and poor user experience, the site was failing to convert traffic into business for the company.
Discovery
The redesign started, as always, with getting to know the audience. Stakeholder interviews with the marketing team and company leadership, as well as interviews with Cavallo's clients, soon revealed a need for clear, straightforward product messaging and trust-building. Both Cavallo's customers and individuals who weren't familiar with the company weren't able to tell me what exactly Cavallo did and why it mattered after exploring the old website. A combination of industry lingo, vague purpose statements, and lack of product imagery left users feeling confused, not curious. This presented a clear opportunity for improvement in a new website.
Who and How?
From there, I began crafting personas based on the company's ICP and existing clientele. These personas served as a baseline for which features and language matter and helped us see the site through the users' lens. I also created user journeys to detail potential behavior patterns, emotional states, and user thinking when they interact with the site through the entire discovery to conversion process.
Mapping it Out
I then turned to user flow mapping to determine site architecture based on needs and interaction patterns. This clarified how different pages and content would relate to each other, and which pages need more emphasis than others. It also helped determine how best to guide a user across content and toward the end goal of conversion.
LoFi Framing
Using the site architecture, I constructed each page as a LoFi wireframe, determining layout, content blocks, and CTAs to best guide users through the user flows that I had created. I focused on building trust with the user and offering them opportunities to learn about the products and their value. Once these wireframes were in place, I tested them to ensure that users could easily access their desired content and always had access to a form or button for conversion.
It's Alive!
Once the low fidelity prototype was complete, I went through and applied Cavallo's brand identity and refined messaging to bring the site to high fidelity. This stage involved bringing in more product imagery and marketing language and was it was fun to watch it come to life. Once the HiFi prototype had been tested again to ensure nothing in the transition broke usability and accessibility, the site was published for users.
Outcomes
The new website offers greater clarity to users on what Cavallo is and the products that they offer. It also allows for much more user control and self-education before needing to contact a salesperson, and has seen a marked increase in conversion rate.
See Also
Example
Extra content example