Lexisnexis homepage redesign
Background
The global web and e-commerce team are looking to redesign the LexisNexis homepage. The team received feedback from our customers and internal stakeholders that the site needs to be more product focused to help users know what our products are and what purchasing options are available to them. The team completed a lean canvas exercise to brainstorm on understanding the problem to solve and solution options. The design team created several mockup options to portray how these solutions would be incorporated into the new design of the homepage. The team would like to get feedback from users to see how well these new concepts are understood and received.
Research Problem Statement/Goal
The goal of this research study is to evaluate how well the new enhancement decisions will align with user needs and expectations in order to design the page to be more product focused.
QUESTIONs/HYPOTHESeS
What are users’ initial impressions of the homepage feature options?
What do users expect/want to do the most on the homepage?
What would entice a new user to sign up for a free trial?
Which homepage enhancement option (answer path, product driven design, enhanced product search) would be the most useful as a new user?
What would they expect to do in these new designs? Do the products stand out for free trial and purchase?
Hypothesis I: Users will want to try out searching in Lexis+ on the homepage
Hypothesis II: Users will want to have an option to narrow down the various product options
Hypothesis III: Users will want to do a free trial prior to purchasing a product through our site
Hypothesis IV: Making the design more product focused will draw more users to free trial and purchasing products through the site.
Research Methods
I proposed the following research methods to answer the team’s questions:
interviews
I interviewed 10 prospective customers to better understand what they know about LexisNexis and what they expect to be able to do when they come to our company website. Most participants shared they would expect to come to our website to learn more about our different products and have product options suggested to them based on their firm and what the type of work that they do.
analysis and key findings
After completing each study, I analyzed the data to uncover key insights to better understand the needs of our users. I used Tetra Insights to upload all session recordings and transcribe them.
Then I performed qualitative coding to uncover key insights of all 10 of the sessions and make my recommendations to improve the design.
key findings and rEcommendationS
Findings
Most participants shared they would expect to go to the LexisNexis homepage to explore and learn about our various product offerings.
Most shared they would want to learn more about the products to figure out which would best fit their needs before considering signing up for a free trial or purchasing a product.
The answer path feature option was most frequently shared as the most useful enhancement of the 3 options. Participants responded positively to the ability to search and find products that would best fit their practice and provided suggested options for them to learn more about each product before making a purchase.
Recommendations
Provide detailed product descriptions for each product to help users understand and better identify the best suitable product(s) for their practice.
Most of the participants responded positively to the answer path concept. The future home page design needs to feature a clear and simple way to narrow down different product offerings by a user's various roles and practices.
Utilize the self-service option to allow users to purchase products directly through the site without having to go through sales unless they choose to reach out.
For each product purchase offering, ensure clear pricing information is displayed for price transparency to ensure users know what they are getting before making purchasing decisions.