Role
UX/UI Designer
Time
1 month
Tools
Adobe XD, HotJar
Overview
Background
Motus Nova is a robotics company that specializes in “active assist” devices that stroke survivors can use from the comfort of their own home to enhance their rehabilitation process.
98% of their paying customers had either called or filled out the contact form through the website. However, only about 3% of the potential customers visiting the site fill out the contact form. If more potential customers filled out the contact form after looking at the landing page, the sales team would be able to call more people to land a sale.
Top: Motus Hand, Motus Foot; Bottom: Digital Therapist Console
How can we provide enough information to potential users through the landing page so they feel compelled to submit the contact form?
Because of the medical nature of these devices, it’s a very important decision that customers make this investment into their therapy. To increase the number of contact form submissions, it was imperative to ensure that the right information was being provided on the landing page so that a potential customer felt confident enough in the company to reach out through the contact form.
My Role
I led the redesign of the landing page from ideation to wireframing, keeping users in mind throughout the process to allow for an easy-to-use and intuitive experience. My key responsibilities included:
Meeting with the product team to understand requirements
Doing competitive analysis and combing through user testimonials to create user personas
Translating business requirements and user needs into designs and visual elements
Organized information architecture
Collaborating with the development team to execute wireframe designs accurately
Results
The landing page redesign increased contact form submissions by 50%, subsequently increasing sales of Motus devices.
Reflection
As my first "real life" experience with UX, I had an incredibly eye opening experience. I was able to work with a cross-functional team, and it was fun to learn how to think about a product from a developer or business standpoint.
One area of this project that I struggled with was user research - since our target users were stroke survivors and their caretakers, I was unable to conduct user interviews and had to instead use testimonials that my colleagues had from customers.
If I had more time, I would have standardized the visual design throughout the site, but overall, I'm happy with the finished product and grew so much as a designer during my time with Motus Nova.