Optima Ninja is a startup company based in Houston, TX, that provide design & coding services for small business. I worked as solo UI/UX designer in the company. 3 version of websites, 1,000+ clicks per day; rank top 5 on Chinese SEO; brings 120% more effective leads.
Duration:
My role:
Team:
Target users:
Website:
2018-2020
Only designer
work with CEO+3 Devs directly
Small business owners
optimaninja.com
0-1 website
Context
Solutions
Impact
How to design an attractive website and increase conversation rate?
1st version
2nd version
final version
Context
Solutions
Impact
Kicking it off
Converting business problems into a design question.
• No website
• Quote & consult all by phone & emails
• Low conversion rate
How to design an attractive website and increase conversation rate?
Currently
Ideally
Context
Solutions
Impact
Local competitors research
• Bright colors & attractive graphics
• Good case studies
• Customer reviews
• Clear pricing
How to design an attractive website and increase conversation rate?
Context
Solutions
Impact
Hearing from our users
Understand decision making & form trust
Key content want to view
More clarity & efficiency
More accuracy of user expectations
Small business owners
In-person Interviews
5
Surveys
20
Context
Solutions
Impact
Context
Solutions
Impact
Opportunities
show clear service menu
clear & detailed service pages
Show more cases
Add links, mockups
Context
Solutions
Impact
Opportunities
Context
Solutions
Impact
Consult services & pricing
By providing clear services menu and detailed service pages to meet users expectation
1st version - services menu
Context
Solutions
Impact
Hotjar Heat map + users activities recording videos + users feedback
Users can’t find the services they need
Comparison - divide services
Context
Solutions
Impact
1st version
2nd version
final version
1st version - pricing
Context
Solutions
Impact
Hotjar Heat map + users activities recording videos + users feedback
Still got many calls to consult pricing
Comparison - divide services
Context
Solutions
Impact
1st version
2nd version
final version
Comparison - final solution
Context
Solutions
Impact
Context
Solutions
Impact
View case studies
By providing detailed case studies and real links to form users trust
Context
Solutions
Impact
1st version - case studies
Context
Solutions
Impact
1st version - services menu
Hotjar Heat map + users activities recording videos + users feedback
Only 5% users click on case studies page
Context
Solutions
Impact
Comparison - case studies
1st version
2nd version
final version
Context
Solutions
Impact
Context
Solutions
Impact
10 Participants
How did I conduct?
👑
I quickly sketched out ideas and had a team review to discuss the pros and cons for each idea.
After that, I created a survey and emailed to 10 existing clients, asked them to choose the best option based on these 5 considerations.
I combined the internal review and users’ votes. Overall, the proposal that received the most successful vote and attracted users was: Design C.
Context
Solutions
Impact
Comparison - case studies layout
1st & 2nd version
final version
Context
Solutions
Impact
Context
Solutions
Impact
Measure the success ( from 1st version to final version)
The final version website was launched in 2020, just a few months later, optima ninja had already seen the jump in conversion rate and increased clicks on case studies without any other advertisements.
1st version
final version
80%
Clicks on case studies page
120%+
Conversion rate (users to clients)
1st version
final version
👏
A whole new branding & user-friendly website
Context
Solutions
Impact
Client & Task Management System
Context
Solutions
Impact
