Founded in London, UXCam is currently part of the tenth batch at 500 Startups in San Francisco. UXCam's analytics platform allows developers to improve user experience by capturing and visualizing screen video and user interaction data.
Even with a rapidly expanding customer base, UXCam is on a never-ending mission to better communicate its core brand values, demonstrate how unique data (eg. videos, screenshots, etc.) sources can translate into actionable analytics, and create exceptional tools for user-centered development.
Working closely with the founding team and developers, I led efforts to redesign UXCam's website and improve the existing product.
- Information architecture restructuring
- Competitor analysis and product research
- Wireframe sketches, prototypes and specs
- Prioritizations for A/B testing.
- Feedback on beta versions of redesigns
- Copywriting, graphics, animations, and print-based collateral
PREVIOUS WEBSITE - ANALYSIS
LANDING PAGE ISSUES
- Customers had difficulty understanding what is meant by "User testing in the wild."
- Ineffective global navigation: links to key pages (e.g., "About" and "Features") were collapsed by default in the menu. The menu icon was superfluous because a menu was displayed even in the collapsed icon state.
- The pop-up for "Contact Us" was distracting. Moreover, live chat requires time and money to maintain. Users can be frustrated if they frequently encounter an away message.
PRODUCT FEATURES SECTION
- The copy on the landing page was concise but not comprehensive enough to communicate core brand values.
- iPhone mockup was too far to the right to be associated with the text. Graphics did not enforce the message of the copy.
WEBSITE - REDESIGN
The founding team was concerned that the old landing page left many people asking "what does UXCam actually do?" Even the savviest developers were confused.
To make improvements, I researched competitors in the analytics product space, identified usability issues on the existing UXCam website, and sketched new layout ideas.
NEW LANDING PAGE
Changes: clearer, more compelling value proposition and restructured global navigation for easy access to key pages.
HIGHLIGHTING KEY PRODUCT FEATURES
For the new website, I opted for a layout of sequenced chunks of information.
I wrote copy, created custom illustrations, and coordinated with the lead visual designer to work through prototype and mockup iterations.
ONBOARDING AND PRODUCT INSTALLATION
There were many issues with the process for users to sign up, create a project, and integrate the UXCam SDK with their app. I created a flowchart in Visio to identify some of the biggest problems and came up with a redesign proposal.