User-Centered Research case study

ESL approached Smartbrand to improve the conversion of their site and optimise the experience offered to their users. Given that their target comprises several very different types of buyer personas, we developed user tests to understand the drivers and motivations of each one of them. We thus adapted a content architecture that minimised the available options while still fulfilling its informative function. Together with the client, we fed back their sector knowledge with our expertise in Experience Design to create a usable and converting website.