This work is licensed under Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License by Enma Lidia Muñoz García

Datwit landing page is a website to promote the work of the company creating multipurpose software solutions integrating modern techniques like Cloud Computing, Machine Learning, Data Analysis, and microservices.

Datwit is pursuing the purpose of redesigning its landing page. Therefore we need to study the current version and its competitors, so we can evaluate the site's visual evolution.

Challenge

Saas landing pages have the most challenging copy in all the industry. In this case, its content about data science can be hard to understand if it's not displayed in an efficient and clear way. According to Unbounce.com:

• "For Saas landing pages, shorter is sweeter."

• "Keep your copy simple, even when your product isn't."

• "When focusing on benefits with plain and simple copy people end up converting because of how easy it is to understand what your product can do for them..."

• "In Saas, get your visitors excited by building anticipation."

Solution

We are trying to achieve with this version:

• Evaluating the current version to find content mishaps, usability issues, and performance errors that can affect the overall experience using the site.

• Getting to know the kind of information the users need to become clients, partners, or part of the team.

• Focusing the design to show specific and personalized content to every kind of user as a potential target.

• Coming up with new functionalities to make an unique impact on the users.

• Optimizing development workflows and using the best fit technologies for the new functionalities.

Design milestones

Research

Taking on a Design Thinking approach we perform:

Usability Heuristics:

• SEO full capabilities aren’t implemented.

• Copy should be shorter and easier to read.

• The provided content isn’t completely focused on every kind of user.

• Listed elements like blogs or study cases don’t allow a proper category organization or filter.

• The search results page isn’t showing the found items in a clear and efficient way.

• Error messages and validations in the contact form are uneven, unclear, and not too helpful for the users.

User empathy

Following the LEAN methodology, we design proto-personas to enforce a more user-centered approach for this solution.

Also, we used proto journeys to study the context of the solution and look closely at possible pain points. Once those were identified was simpler to generate ideas and functionalities to use on this landing version.

User Personas

Proto Journey

Minimum viable product

After all the generated ideas it was time to converge and choose the most valuable functionalities. This way, establishing an MVP focused on functionality, usability, and value. The value proposition canvas as a tool allowed us to enforce our proposal.

Wireframing

For starters, we made hand-drawn sketches to save time and to get a rough idea of how the design might be evolving.

Because we are introducing a new version for the Datwit landing page with a bunch of new functionalities, we thought it was better to make low-mid fidelity wireframes to test different kinds of visual components and see how the content will look.

Final Design

You can take a closer look to this project here: https://datwit.com/