Sysarb
Changing organisations towards equal pay with SaaS
Sysarb transitioning from a consulting firm to an HR-Tech company, gives private and public organisations a SaaS with the objective of providing equal pay and gender equality policies.
Brief
Design a new website for Sysarb based on quantitative and qualitative research.
Role
Analysing data from GA, sharing ideas and gathering feedback to guide the direction of the project. I also made different hypotheses and tested them to inform the design for Sysarb website.
Time
November 2021, 4 weeks
Project Summary
The central focus revolved around the utilisation of Google Analytics for the purpose of gathering and analysing user data, enabling the identification of areas requiring improvement. Starting with an examination of the existing website, Google Analytics played a pivotal role in comprehending user behaviour and identifying potential enhancement opportunities.
In parallel, interviews were conducted, and diverse tests were carried out, including the application of tools such as "maze," to amass further information and in-depth insights. Guided by this accumulated information, a fresh website was developed, incorporating the alterations pinpointed during the analysis phase. The continuous use of Google Analytics throughout the project allowed for the refinement of the design and enhancement of the user experience, ultimately resulting in the delivery of a more intuitive and effective website catering to Sysarb's target audience.
Challenges
Double site
One was the current online site, granting access to data through Google Analytics, while the other was a new site in a placeholder phase with frequent changes. A/B testing could not be conducted on the current webpage, and access to heat maps was unavailable.
Engagement
Engagement a significant portion of visitors were leaving the site without exploring any other pages. The main page had a high bounce rate of 70-80% this could indicate a number of issues, such as a lack of relevant content, a confusing layout, or slow loading times.
Connect
To create a truly engaging experience for the audience that helps them from a strong emotional connection to Sysarb, we need to create a journey that is immersive, meaningful, and visually appealing on the website.
Solution
In the project's initial phase, a point of departure exercise was conducted. This involved defining the project's purpose, outlining the desired outcome, and establishing criteria for both success and failure. Every team member actively participated in this process, ensuring unanimous agreement on the expected results. While this step typically demands some time, its value lies in facilitating a retrospective analysis of the project's starting point and ongoing progress toward achieving the objectives.
Point of departure
The process begins by clearly defining the purpose and the desired outcome, which establishes the foundation for the entire project. This ensures that all stakeholders understand the primary goal—learning data analysis skills and applying them to client solutions. From there, we identify the target group and the value the project brings, ensuring that both internal teams and clients benefit. Next, we move into assigning roles, though these may evolve over time, allowing flexibility as the project develops. To maintain progress, we establish clear milestones—starting with early meetings and leading to key presentations. Throughout the process, we define how the team will communicate and collaborate using tools like Slack and Google Meet, ensuring a transparent workflow. We also anticipate success factors and potential failures, which are identified early to mitigate risks. Finally, supporting documents and connections, such as briefs and folders, tie everything together, providing a structured, methodical approach from purpose to execution.
Deliverables
Provide a step-by-step plan, insights, instructions, and future possibilities. Also offer recommendations for addressing the identified issues with the Sysarb website, backed by data and tests conducted throughout the project.
Crafting personas for HR Tool Optimization
The competitive analysis summarises the key features and services of various HR analytics and management software companies, comparing aspects such as free trials, cloud-based infrastructure, customer satisfaction, support options, and pricing structures. It highlights the diverse offerings and capabilities of each, including language support, client base size, and additional services like e-learning and salary audits. The analysis also provides insights into company backgrounds, with details such as founding year and headquarters location, enabling a quick assessment of each company's market presence and product value proposition.
Comparative Market Analysis of HR Analytics Software Solutions
The competitive analysis summarises the key features and services of various HR analytics and management software companies, comparing aspects such as free trials, cloud-based infrastructure, customer satisfaction, support options, and pricing structures. It highlights the diverse offerings and capabilities of each, including language support, client base size, and additional services like e-learning and salary audits. The analysis also provides insights into company backgrounds, with details such as founding year and headquarters location, enabling a quick assessment of each company's market presence and product value proposition.
User Journey
The Sysarb customer journey map showcases the HR decision-maker's path from initial consideration to final adoption of Sysarb's pay equity solutions. Beginning with the search for information, progressing through website interaction, and culminating in the decision to demo or purchase, the map captures the customer's needs for a streamlined system, their feelings of overwhelm or satisfaction, and the crucial touchpoints that influence their journey. Key statistics illustrate a high bounce rate, with a significant session engagement and a 97% satisfaction rate among those who become customers. This insight into the customer experience enables Sysarb to refine their approach, ensuring they meet the needs and expectations of HR professionals seeking effective pay equity tools.
A Trio of Strategic Hypotheses
Strategy to boost user engagement with three hypotheses: enhancing the interface's visual appeal for better user interaction, crafting engaging content that positions the software as a societal change agent, and effectively communicating Sysarb's unique benefits and user experiences to encourage deeper exploration. This approach aims to improve user experience and strengthen Sysarb's market presence.
Low-fi prototype
The sketches depict four distinct landing page designs for a company, each aimed at improving user experience and clarity. The first features a layered layout showcasing services, the second introduces the site with an informative video, the third centers around an interactive demo guiding users through the site, and the fourth clearly outlines the company's processes in a systematic manner. These designs collectively aim to enhance user engagement and simplify the understanding of the company's offerings.
Balancing Data-Driven Strategies & Creative Testing
Managing two websites at once was demanding: the first was active, equipped with Google Analytics and Hotjar, but the second was still in progress, lacking data and tracking resources, making strategic decisions difficult. To compensate, data from the active site were used to design experiments and gain insights. The strategy involved using hard data to formulate theories for improvement. Yet, it was the creative process that led to the creation of various prototypes for A/B testing, which was crucial for gathering meaningful data.
Current design
Our design
Results & tests
The objective remained maintaining a quantitative approach, with Maze serving as the chosen testing tool. The initial focus cantered on identifying website elements potentially responsible for the high bounce rate on the landing page, as indicated by Google Analytics data. Furthermore, colours, content, buttons, and structure, were tested ensuring the validity of results through a closely related test audience.
Average score based on a scale from 1 to 10.
Content & layout
The initial part of the test evaluated the website's content and layout, presenting three different alternatives.
Colors
Additionally we evaluated the website's colors, also presenting three different alternatives.
Buttons
We also tested button copy to understand what speaks most to the user.
Price transparency
Usability
Users were questioned about the usability of various sections of the website, and their feedback was compared to the current Sysarb website.
Conclusions
From this project, I've learned that the bounce rate and conversion rate of Sysarb's website are greatly affected by how transparent, dense, and interesting the content is. The dedication to give Sysarb more than simply numerical data, such as a finished prototype and logo, was a crucial lesson learnt from this project. The overall user experience of the website should improve as a result of these additions.
Using this project's insights, I can create engaging user experiences with significant results. I can build great projects by focusing transparency, density, UX writing, user-centered design principles, and design thinking. Transparency will assist consumers through the website. Clear communication helps users comprehend the system, its capabilities, and their actions.Density will be carefully considered to balance offering enough information for consumers to make informed judgments and not overwhelming them with content. We can simplify information and improve the user experience by designing for the right density.UX writing will help create meaningful and engaging interactions. That may guide people through the interface and build trust and familiarity by utilising simple, user-friendly language.
My design methodology will remain user-centered. By knowing the target audience's needs, goals, and pain areas, I can design solutions that meet their needs an improve their experience. Design thinking will help me approach projects with empathy, curiosity, and iterative problem-solving. I assure user-centric and effective designs by empathising with people, understanding their needs, producing ideas, prototyping, and testing and refining.With these insights and a commitment to continuous growth and learning, I am confident I can offer excellent user experiences that promote positive outcomes in future design projects.