Wunderkind

Project

Website Re-design

Role

Brand Designer

Year

2023 – 2024

Problem & Objective

Wunderkind, a B2B marketing tech company headquartered in New York City, stands at the forefront of empowering brands to acquire and retain customers. For the website redesign project, I worked to redesign our resource pages by applying design thinking principles to create user-centered designs that aligned with business objectives. Team: Christa Skinner, Allen, Hu, Rishi Arora

The purpose of this research is to revamp the resource pages on Wunderkind’s website. In order to do this, I needed to understand the business objectives as well as take into account who I am designing for and their articulated and unarticulated needs. After meeting with the Wunderkind marketing team and talking to them about their business objectives for this project, I also interviewed users to understand their experience on Wunderkind.co’s resources pages, and summarized their needs.

Before the Re-design

Low CTA Click-Through Rates: Form is not brought to enough attention.
Lack of Variety: Switching apps and possibly having to log in again can be time-consuming, particularly if the user is in a hurry to complete a transaction or check their account.
User Confusion: Users find it confusing or difficult to navigate pages, especially with very little context on the page. Users do not know what they are viewing or downloading.

Stage 1 Wireframes

Users frequently expressed confusion about the content they were downloading, as they felt the lack of imagery and visuals hindered their understanding. To alleviate this issue, I have designed visual mockups that can be seamlessly integrated into Wunderkind's Guide and Whitepapers pages. By pairing these visuals with the respective resources, users will now be able to visually grasp the content they are about to access, enabling a more comprehensive browsing experience.

As part of my efforts to address a prevalent pain point brought up by users, I created a range of visuals that aim to provide users with more context and clarity while navigating the website.

Design Options for Forms and Progressive Profiling

As a result of low CTA click-through rates and the introduction of progressive profiling on Wunderkind’s website. I created three different designs for pages where forms would appear. Overall, my goal with these three designs was to present the forms with visual prominence and centrality within the overall design. By carefully considering the concept of progressive profiling and its effect on the form's disappearance, I aimed to create engaging and compelling experiences for website visitors.
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‍Design A: For the first design, I wanted to utilize contrasting colors and bold typography to make the form visually striking. I positioned the form slightly off-center, utilizing a white background that draws the eye. With progressive profiling in action, the form would leave behind the CTA button right next to the description.
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Design B: In the second design, the form was placed higher on the page, so that users could see it as soon as they land on the page. Similar to Design A, the form would seamlessly disappear, leaving the CTA button next to the description.pecify how much they would like to transfer into their KOHO account. This dramatically reduces time and complexity.

Conclusion

Because this project was one that greatly required a cross-functional team, I often facilitated design meetings with developers, designers, and stakeholders. Because there was a mix of so many people, everyone had different opinions and thoughts on which designs we should go with. One of the biggest challenges of this project was coming up with designs that satisfied all these departments. Through this project, I became more confident in voicing my own knowledge, and presenting best design practices, but also learned to understand where certain stakeholders were coming from with their business objectives.

Design Solutions

Design Options for Forms and Progressive Profiling:
‍As a result of low CTA click-through rates and the introduction of progressive profiling on Wunderkind’s website. I created three different designs for pages where forms would appear. Overall, my goal with these three designs was to present the forms with visual prominence and centrality within the overall design. By carefully considering the concept of progressive profiling and its effect on the form's disappearance, I aimed to create engaging and compelling experiences for website visitors. Through these designs, I sought to improve click-through rates and ultimately drive conversion on Wunderkind's website, which was both a challenge and an opportunity to re-engage website visitors and improve click-through rates.

Design A: For the first design, I wanted to utilize contrasting colors and bold typography to make the form visually striking. I positioned the form slightly off-center, utilizing a white background that draws the eye. With progressive profiling in action, the form would leave behind the CTA button right next to the description.

Design B: In the second design, the form was placed higher on the page, so that users could see it as soon as they land on the page. Similar to Design A, the form would seamlessly disappear, leaving the CTA button next to the description.

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