All work
Visual, UI and Content designer, Information architect, Illustrator · 2019-2020
Transforming a Website for SaaS Success: A Data-Driven Redesign Approach
A complete data-driven redesign of the Zeffi website — built from scratch to support the company's pivot from F2F sales to SaaS — using click-heatmap analysis, scroll analysis, A/B testing, and session journey analysis to optimize IA, illustrations, pricing strategy, and developer handoff.
DesignBrandWebsiteMarketing
Overview
A complete website to market an enterprise SaaS product.
Brief
The new Zeffi website was designed from scratch and relaunched. This was done to signify the switch from F2F sales towards SaaS model.
Role
Visual, UI and Content designer, Information architect, Illustrator
Methods
- Click-heatmap analysis
- Page-scroll heatmap analysis
- Average-fold analysis
- A/B testing
- First-fold analysis
- Session journey analysis using Google Analytics
Results
- Information architecture
- Illustrations
- Website designed to be implemented in a CMS
- Fully responsive website
A/B testing
Iterative design
Optimizing the sitemap
Secret pricing
Developer handoff
Finding the perfect font to accurately represent the brand
I made the prototype with dynamic fonts, and a dozen of the top candidates were tested to find the font that best represented the brand promise.
Saad Chaudhry
Fractional Product Designer
