Understanding of the product, regardless of its complexity, is core to bringing the brand's personality into its user experience. Otherwise, the result will be a generic design, that will be no different from the jungle of mediocre experiences.
Whatever information was there, it was too technical to understand for a common person.
A brand's personality is represented by its branding,ie use of specific design language, colors etc, which QuantumSense clearly lacked.
The demo of QuantumSense failed to inform what it did and it was impossible to understand what the search results meant.
The analytics, for the whole year, showed that the website was failing miserably to help QuantumSense in promoting their product. Website could not retain users for more than a minute. The ‘demo page’, supposedly the most important page, had an alarmingly high bounce rate. When we combined analytics with our own experience of the website, it was clear that the users were frustrated about the complexity of the demo, probably could not understand how to use it, and left the website.
A lot of the things were clarified during the meeting with our client. We also got a rundown of the demo, we were pleased that we got some understanding of how it worked but it was still quite complicated. Through the interview, we got basic understanding of the key goals of the website:
Attract investors & win clients
Clear & concise information on the website
Create a user-friendly demo tool
To become search tool of the future
We wanted to understand what investors looked for in a startup before investing their money. We talked to some investors related to QuantumSense and got the following key suggestions in terms of making a successful pitch in form of the website:
A Clear Direction— Decide on one domain, ie financial, medical etc, where QuantumSense would help businesses and focus all efforts in that particular domain so that the investors understand the potential of their investment.
Add Trust Factor — Make investors believe in what you are building has the worth & potential and it is going to result in better ROI (Return On Investment).
We wanted to understand how QuantumSense was helping their existing clients in building their businesses and what, if anything, needed to be improved. We got the opportunity to talk to a previous client of QuantumSense, and got following feedback/suggestions:
Complicated Demo — Need to make the demo understandable
Blog Addition — Adding some blogs or publications would bring more reputation to the company
Affiliated Partners— Big names attached to a product validate its authenticity
At this stage, we were still trying to grasp the idea of Natural Language Processing (NLP), so we decided to look at some other similar tools. Also, we needed to understand how they were pitching their complex product to the world:
In order to create a website that would serve as an effective pitch to attract investors and clients, we decided to study some successful tech-startups in order to understand the factors that contribute to their success and stand them apart from the rest. Two factors were very prominent to us:
Process Explanation — They explain how their product works, and how it can help in improving the businesses of their clients. The language is very catchy & concise to grab attention & increase the understandability about the product
Build Trust — They try to build trust in their product in every possible way, ie testimonials, publications, brand affiliations etc.
In short, investors need to be sure that the product they are investing in will be successful and increase their returns on their investment. They are also quite keen in the products that have a specific direction & clear goals in terms of the solution it provides.
The main goal of the client is to enhance efficiency in the workplace so that he can make quick decision and his employees can provide quick and effective customer service.
In our initial wireframes, the ‘product’ and ‘use case’ pages were combined because we were creating the whole pitch around the financial use case. However, later on, as the client requested to add more use cases, to show that their product had more diversity, we decided to separate both pages.
We wanted to use the home page to build trust in the product through all kinds of information, however, through usability testing we realized that users were overwhelmed. So, we moved some sections, for instance the 'statistics', to other pages. Knowing the importance of the demo page & its alarmingly low visit rate on the existing website, we distributed the ‘try our demo’ CTE throughout the home page.
Having the product applications on the home page along with a good introduction on the hero image gave us a good start to introduce the product & building trust in it, however, we still thought we could hit the trust factor even more. So, we added very concise product features right below the hero image to further elaborate on the potential of the application (see image 1: final page).
If the home page was supposed to sell the pitch to the users, the ‘Demo’ was supposed to ‘Seal the Deal’! That is why we spent most of our design stage on perfecting this page, which took us 27 revisions & some sleepless nights!
After many iterations, we decided to adjust all demo fields into a single section so that user did not have to scroll to find information. Also, one of the key features that improved the understandability of the demo was to add pre-existing templates that included source text, example questions to be searched on that text & the answers to those questions. The purpose was to teach users the best practices of using the demo before they could try their custom search.
The ‘use case page’ encapsulates all the information on how the QuantumSense search tool can help the financial & investment market. We added an easy to understand textual description, highlighted features and a video alongside it to show the actual product working in the use case. The idea was to highlight that there was an actual workable product that could assist people related to the specific domain.
The independent product page elaborates on how the product works and how it can help businesses. To further reaffirm the point, we decided to add an actual case study of one of the previous clients of QuantumSense. The purpose was to build trust in viewers by showing practical usage of the application.
We had to wear the cap of a copywriter and re-word a lot of the important sections of each page of the website to make the language more inviting & believable. For instance, instead of saying “QuantumSense Demo” we used the words “Try QuantumSense” to make the user believe that he was actually using the real product & it worked just like the demo itself.
As a startup, there’s always room to improve. Throughout the course of the project, my team and I encountered multiple features that can be added as QuantumSense grows. They include the following:
Press: showcase media engagement, interviews, and awards
Case Studies: display in-depth development processes of particular clients to further demonstrate reputability, trust, and use cases
Testimonials: include positive testimonials for potential client and investor reassurance
Having the understanding of the issues in the existing website of QuantumSense gave us a very clear direction of what to avoid in order to improve the branding of QuantumSense. We knew from the beginning that we needed to use simple language to make it understandable & thus trustable for the investors & the potential clients, but an even more important factor was the one that we understood at the very end of the project, ie the use of precise words to make a powerful pitch that could convert readers into the users & buyers of the product, and we firmly believe that introducing these linguistic changes in the branding of QuantumSense would greatly increase their chances of meeting their eventual goals.