Instazen
Redesigning responsive website for a SAAS based product
Role
Solo UX Designer
Time
80 Hours (4 weeks)
Tools:
Figma, Figjam, Maze
Project Background
Instazen is a B2B SaaS solution tailored specifically for IT services companies, designed to empower them to realise their full profit potential. It provides valuable insights into the overall performance of any organization and identifies areas where potential revenue loss may occur, allowing for timely adjustments to maximize revenue.
The website was originally launched in 2021 with the primary objective of communicating the product's unique value proposition. However, it has fallen short of expectations. Not only is the website outdated, but it also suffers from repetitive and redundant content.
The purpose of this project is to enhance the existing website by giving it a modern and visually appealing design that effectively promotes the product.
Solution
A responsive SAAS website design that aligns with organisation's business objectives without compromising on user experience.
I revamped the website to effectively communicate the product's value to its customers, while also enabling them to easily schedule a demo and experience the product firsthand.
Communicate the product’s value
Each feature is accompanied by a relevant image, tag, title, and concise description, simplifying user comprehension through quick scanning.
Introducing free trial
Implemented the 'Free Trial' feature to boost lead generation and provide users the opportunity to experience the product firsthand before making any payment commitments.
And here’s how I got there:
Research
To better understand users’ challenges, I conducted comprehensive research to delve into the user needs, preferences, and behaviours. This involved initiating an secondary research, followed by stakeholder interviews, heuristic evaluation and user interviews.
Secondary Research
I initiated my research process with secondary research to acquire a solid understanding of the domain within which the product operates and the problem it tries to solve. I conducted comprehensive research on the workings of IT service projects, revenue generation, and profit strategies employed by companies.
Furthermore, I conducted a competitive analysis to gain insights into our competitors as well as some popular product websites and examined how they have presented their features on their respective websites. Here are some key insights that I collected in this stage:
Images and animations have been thoughtfully used to enhance the clarity of explanations regarding various features.
The websites features authentic product images, providing users with a clear depiction of what they can expect when using the product.
Each feature is accompanied by an image, title, brief description, and a "Learn More" button for further details when necessary.
The Call-to-Action (CTA) buttons are strategically positioned to be highly visible and easily identifiable throughout the page.
Every element on the website, including images, texts, and buttons, strictly aligns with and upholds the website's branding guidelines.
Essential pages are featured in the top navigation for a concise user experience, while additional links can be found in the footer.
Stakeholder Interview
I collaborated closely with the Instazen team, engaging in discussions with both the CTO and CEO. These conversations provided me with valuable insights into the company's goals and the product's value offering. They also openly discussed the challenges they face with the existing website and their expectations for the new website.
Based on the interviews, I've identified three key business objectives for this project. These are:
Convey Value Offering
Increase number of leads
A website designed to captivate and engage users
Heuristic Evaluation
After my secondary research, I proceeded with heuristic evaluation to understand the usability issue in the current website. I rated the issues between 0-4 based on impact to usability (0=not a usability issue, 4=severe usability issue).
Note: Usability impact indicates the extent to which a user may encounter obstacles when attempting to complete their task.
Inconsistent titles
Severity: 4
The nav bar text and the page heading text is different. User might get confused on which page he/she is on and whether "About" and "About Us" mean the same thing.
Consistency and Standards
Missing Current State
Severity: 4
The navigation bar does not show people where they currently are. There are no indicators which page user is currently on.
Visibility of System Status
Irrelevant Images used
Severity: 4
The images used in these sections are unfamiliar to users. These images itself and texts associated with does not indicate what is being shown in these.
Match between system and the real world
Incorrect spacing
Severity: 4
The blog is left aligned with negative space towards the right where as in rest of the pages the content is centre aligned. Also Logo has moved to different position compared to others sites.
Consistency and Standard
Repetitive content
Severity: 4
The types icons used in these section are consistent, but the icons itself are repeated. The context or texts also feels repeated making these redundant violating "minimalist design" guideline.
Aesthetic and minimalist design
Inconsistent images
Severity: 4
Blog images are not consistent. Images are being used in some places and in others illustrations are being used.
Match between system and the real world
Proto-Persona
From the stakeholder interview, I gained insights into the business objectives, the product's value proposition, and some initial understanding of the target audience. Using this information, I've developed a proto-persona as displayed below.
User Interviews
While I initially created a proto-persona based on insights from stakeholder interviews, it became apparent that this approach was not sufficient due to the absence of user research conducted on the stakeholders' part. The inputs were reliant on assumptions and limited user interactions.
So I proceeded to conduct user interviews with the product's customers to gain a deeper understanding of their challenges and how the product addressed them.
Participants
3 Users
Ages
22 - 57
Gender
Mixed
The interviews provided the following insights:
Managing Data
Participants find it tedious and demanding to maintain accurate data from different sources in excel. It becomes more difficult as the team size grows.
Communication
Participants emphasised the need for effective communication among different teams especially in providing regular project updates, addressing concerns and proactively managing expectations.
Lack of Insight
Some participants emphasized the issue of unpredictable factors that can surface during the project lifecycle, potentially affecting project costs, revenue, and the overall performance of the organization.
Prediction
Participants greatly value the capability to predict future outcomes and challenges, as it empowers them to strategically plan and efficiently organise their work.
Centralised Platform
Participants have expressed a clear need for a centralised platform that can streamline data management and validation processes, reducing time and effect required for these tasks.
Define
Following the research phase, I proceeded to organise the gathered information from last stage into personas, sitemaps, task flows, and user flows.
Persona
Through the user interviews conducted, I identified two distinct personas. The product is primarily designed to assist two types of users in their day-to-day operations. First, the Project Manager, who benefits from improved data organisation, team management, and achieving project milestones.
Secondly, the CEO, who gains a comprehensive overview of the organisation, providing the opportunity to strategise for optimization and revenue growth.
Affinity Map
After creating my persona, I created an empathy map based on patterns I uncovered from my user interviews. This helped me view things from their perspective and gain a deeper insight into what users may be looking for in the product.
Task Flows
After creating personas, the next step was to define the tasks that users could perform after landing on the website. I came up with two task flows i.e. Schedule a Demo and Start Free Trial.
The introduction of the Start Free Trial flow in the new design is motivated by two primary reasons:
It will allow potential customers to experience the product firsthand, enabling them to access product’s value and suitability for their needs. This also reduces the risk and uncertainty associated with making a purchase, increasing likelihood of conversion.
During recent client onboarding, it was observed that every company has it’s own distinct characteristics and processes, necessitating multiple adjustments to cater to their specific needs. Introducing a free trial option facilitates an evaluation to identify any mismatches between the product and the client’s process, enabling any proactive adjustments before committing to payment.
Schedule a Demo
Start Free Trial
User Flow
User flows was then created to map out the various ways a user can go through to schedule demo and create an account. This includes the different actions and decision points that users may encounter that can impact their path to completion.
Creating sitemap
I mapped out the features that would be most important to the Instazen website and organized them in a way that would allow for easy navigation. This served as the blueprint of the website and helped me visualize the layout and hierarchy of the content.
Design
After completing the research phase and defining key elements, I initiated the development of solutions.
Sketching solutions
Once I had visualised my user flow and defined the key pages, I began sketching potential layouts and explored different directions for the design
Branding
I followed the branding from old website as instructed by the stakeholders. It is as follows:
Creating feature images
During the design process, there was a need for images that not only align with the branding but also effectively illustrate the features. As these images were not available from the stakeholders, I took the initiative to create them.
High Fidelity Mocks
After establishing my UI design, I polished my wireframes and applied the established styles to the screens. Bringing it all together to create something inclusive and human-centric.
High Fidelity Mocks for mobile
Increase your
net margins
Instazen business operating platform helps IT services organisations achieve their true profit potential.
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Schedule a Demo
Impeccably designed,
unbelievably simple!
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Focus on Profit, not losses!
What you can’t see, you can’t move. IT services organisations lack a tool that calculates and shows real-time project level net margins.
Instazen makes your exact project net margins visible so that you can maximize them.
Start for Free
Take control of your data
Integrate Instazen with other platforms and see how all your data play together
Instazen
See and Optimise
Your resource utilisation
Monitoring resource utilisation across organisation or individual projects has never been so straightforward. Quickly identify underutilised resources and assign them to billable roles.
Define and achieve
Ideal Pyramid Structures
Project pyramids are crucial for profitability but we are not able to see them while putting together the project team. Instazen allows you to see pyramid structure for every project and select right number of people for right hierarchies.
Capture and invoice
Every minute in time-sheets
Instazen makes it possible to get you accurately filled time-sheets. Instazen handles multiple billing codes, projects and ensures that you can share your time-sheet report with the client on a single click.
05:00
Billable
12:00
Non-Billable
17:00
Total
Foresee the needs and acquire
The best talent, just in time
Instazen shows you how much of revenue loss your vacancies are costing so that you can get your hiring priorities right and minimise the impact of vacancies on your net margins.
Position
Revenue Loss
Senior Developer
$ 200 / day
Since last 40 days
Architect
$ 150 / day
Since last 30 days
Backend Developer
$ 170 / day
from 20th Jun
Engineering Manager
$ 250 / day
from 14th July
Performance Engineer
$ 250 / day
from 24th July
Stop relying on lag indicators
Instazen tells every single stakeholders how their each action is going to affect the project margins even before they take it.
So safeguard your net margins through:
Powerful simulations
A Proven knowledge framework
Advanced visibility tools
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Solve the most pertinent challenges!
Factors affecting profitability of IT services companies are many and understood by a few. Why not work with the experts? Instazen addresses many challenges that pull down your bottomline and increase the profitability of your organisation.
Revenue Leakages
Eliminate revenue leakage with timesheet compliance and leave management.
High Project Costs
Get project costs under control by optimising project pyramids
Recruitment Woes
Hire in time and hire in budget. Get more predictability in your entire hiring process.
High Cost of Bench
Optimise the bench costs by gaining total visibility into your bench structure and spending.
Resource Utilisation
Get granular visibility in the resource utilisation to identify underutilised resources.
Revenue Losses
Get rid of revenue losses by hiring in time.
"Meeting our objectives was the greatest challenge. Our efficiencies were affected because we often looked for information in the wrong places. There were no streamlined data, and we had to extract them from multiple sources at the cost of accuracy.
With Instazen, things are only a click away, and processes are automated. I no longer worry about getting the data wrong."
Abhijet Avate, Chief Operating Officer
Now is the right time to improve your financial performance
Instazen brings to you power of simulations and lead indicators so that you can streamline the financial performance of your organisation and improve your bottom line. Get in touch with us now to schedule a demo.
Start For Free
Instazen Solutions Pvt. Ltd.
6th Floor, Sai Radhe Complex, Sangamvadi,Kennedy Road, Pune, Maharashtra 411001.
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Copyright © 2022 Instazen Solutions Private Limited
Manage your projects
Instazen business operating platform helps IT services organisations achieve their true profit potential.
Start For Free
Schedule a Demo
Consider all factors that
might affect net margins
Instazen considers all factors that might affect net margins and show you how and where project revenue is getting impacted
Instazen
Resource Costs
Leaves
TAS
Sales
Timesheets
revenue leakage
Eliminate revenue leakage
Incomplete (rejected or unfilled) timesheets lead to revenue leakages. The resource has already been spent but you cannot bill the client for the same if the timesheets are incomplete.
Position
Revenue Leakage
Abhinash Sharma
$ 200 / Day
$ 3200
Vijay Deskmukh
$ 170 / Day
$ 1700
Prithviraj Khelkar
$ 60 / Day
$ 1080
Chiraj Pruthi
$ 90 / Day
$ 900
Priya Verma
$ 200 / Day
$ 400
11 Pending Timesheets
$ 2200
11 x $ 200 / Day
5 Leaves
$ 1000
5 x $ 200 / Day
Total
$ 3200
REVENUE LOSS
Eliminate revenue loss
Poor visibility of sales pipeline prevents companies from hiring on time. Imagine having work in hand but no resources to deliver it. Hiring delays lead to such situation and you lose hard earned revenue. With Instazen, talent acquisation team can get better visibility into sales pipeline and can also forecast the requirements in near future.
Position
Revenue Loss
Senior Developer
$ 200 / day
Since last 40 days
Architect
$ 150 / day
Since last 30 days
Backend Developer
$ 170 / day
from 20th Jun
Engineering Manager
$ 250 / day
from 14th July
Performance Engineer
$ 250 / day
from 24th July
team pyramid
Imbalanced project pyramids
Optimised project pyramids are essential for project costs to remain under control. Imbalanced project pyramids mean your resource expenses are much higher than what they should be, making a dent in the net margins.
RESOURCE UTILIZATION
Underutilization of resources
In a fairly sized service company, tracking utilisation of individual resources is very difficult. It is very difficult to track which resources are underutilised and which resources are burning out. Instazen has a dedicated RMG module which can give granular view of all resources.
bench
High cost of bench
Maintaining the bench is essential for meeting unexpected work demands. That being said, it also has it’s own costs. With Instazen, measuring and steamlining bench costs is quick and easy.
Benched Employees
Cost
Abhinash Mukharjee
$ 200 / day
Chirag Pruthi
$ 150 / day
Priya Sharma
$ 230 / day
Chinmaya Dash
$ 120 / day
Raj Khanna
$ 280 / day
Employees on bench
546
Total Costs / Day
$ 230,460
bench
Recruitment woes
If Talent Acquisition Team does not have enough visibility, they can not line up interviews and hire candidates in time and within budget. This affects profitability in many many ways. Using Instazen, TA team can be aware of near future demand of talent and can lineup interviews accordingly.
Designation
Estimated Cost
Senior React Developer x 4
$ 200 / day
from 14-Jul-2023
Architect x 2
$ 150 / day
from 20-Jul-2023
Backend Developer x 9
$ 170 / day
from 20-Jul-2023
Engineering Manager x 1
$ 240 / day
from 26-Jul-2023
Performance Engineer x 2
$ 250 / day
from 25-Aug-2023
"Meeting our objectives was the greatest challenge. Our efficiencies were affected because we often looked for information in the wrong places. There were no streamlined data, and we had to extract them from multiple sources at the cost of accuracy.
With Instazen, things are only a click away, and processes are automated. I no longer worry about getting the data wrong."
Abhijet Avate, Chief Operating Officer
Now is the right time to improve your financial performance
Instazen brings to you power of simulations and lead indicators so that you can streamline the financial performance of your organisation and improve your bottom line. Get in touch with us now to schedule a demo.
Start For Free
Instazen Solutions Pvt. Ltd.
6th Floor, Sai Radhe Complex, Sangamvadi,Kennedy Road, Pune, Maharashtra 411001.
About Us
Our Blogs
Careers
Terms of Services
Privacy Policy
Contacts Us
Copyright © 2022 Instazen Solutions Private Limited
Blogs
Search
Why acting on revenue leakages is much easier than you think!
Many IT Service companies consider 'Revenue Leakages' as one of the costs of doing business. That they are inevitable, and nothing can be done about them... Read More
Why acting on revenue leakages is much easier than you think!
Remaining profitable is critical for any business. For IT services companies, the profitability is linked to optimum...
Read More
Is the financial performance of your IT services company optimum?
For an IT services company, or for any business, the bigger picture is always the financial performance. No matter how much efforts are put in... Read More
Lead Indicators Vs. Lag Indicators
IT services companies deploy their own reporting mechanisms to track costs, profitability, attrition and other relevant parameters. More often than not, these parameters are tracked... Read More
How being profitable helps IT companies sail ahead of attrition
IT industry’s tussle with attrition is not new. Retaining talent has always been a tough job. While the problem exists for a long time, over the years... Read More
Are you giving your profitability the due attention it deserves?
Ask any business leader what is the ultimate expectation that they have from their business. Undoubtedly, all of them expect their business... Read More
Now is the right time to improve your financial performance
Instazen brings to you power of simulations and lead indicators so that you can streamline the financial performance of your organisation and improve your bottom line. Get in touch with us now to schedule a demo.
Start For Free
Instazen Solutions Pvt. Ltd.
6th Floor, Sai Radhe Complex, Sangamvadi,Kennedy Road, Pune, Maharashtra 411001.
About Us
Our Blogs
Careers
Terms of Services
Privacy Policy
Contacts Us
Copyright © 2022 Instazen Solutions Private Limited
Testing
After creation of high level mock and prototype, I conducted usability testing to test the website and gather insight about user’s behaviour.
Usability Testing
I conducted a usability test with 5 participants who fit my target audience. These were conducted over the course of 2 days and were moderated remotely. Users were asked to explore the website and complete the tasks. I had each user narrate their thoughts and initial impressions to get a deeper understanding of their behaviour and perception of the website.
Test Objectives:
Test overall flow and navigation of the redesign website.
Check if there are any confusions in users while going through the website.
Check if users are able to complete key task flows without major hiccups
Validate if users understand what problem Instazen is trying to solve and how it is solving it
Test Results:
All users were able to understand purpose of the website and had no problem navigating the website.
100% of participants were able to fully complete the task flows without difficulty. (100% completion rate)
Various pain points were also discovered during these tests (more on this below)
Iterations
Priority revisions were made based on my usability test feedback. The changes implemented are as follows:
Fix typographical heirarchy
Some percipients were confused about user avatar and title in the top-left section. So I have changed the hierarchy and added more information to bring more clarity.
Improve consistency
CTA button text in home and title of this page does not match. It is creating initial confusion about what this page do. So I have made changes to keep them consistent.
Bring more clarity
Some participants complained about missing demo time. So I have added it the title beside the date.
Conclusion
Reflections
This project provided me with a profound understanding of design within an enterprise framework. Collaborating with stakeholders, clients, and product managers to refine the final design within certain constraints was both fulfilling and enlightening. It underscored the importance of balancing creativity and practicality to achieve design excellence in real-world scenarios, a lesson I'm eager to apply in future projects.