Redesigned expert content, boosted engagement by 82%.
Products: outokumpu.com
Type: B2B, B2C, Website Optimization, SiteCore CMS, Brand Strategy
Role: UX Lead
Duration: 2023 – ongoing
Expertises: UX Design, Product Design, Branding, User Research, Design Workshop
Impact: +7,5% MoM conversion rate, up to +82% visits
The Challenge
Outokumpu’s website, a critical marketing tool with over 2.9 million visits in 2023, faced challenges due to its complex structure:
Over 200 sub-pages containing 500+ articles across 18 products in 5 groups
Content managed by siloed teams, leading to inconsistencies and redundancies
Difficulties in updating or introducing new content without major disruptions
Our Approach
User-Centric Research:
Analyze web performance metrics and user session recordings
Conducted stakeholder interviews to understand business objectives and user pain points
Identified Key Issues:
Content overload with lack of clear hierarchy, making information hard to find
Poor user experience due to confusing navigation and accessibility issues.
Strategic Solutions:
Organized design workshops focusing on minimalistic content that addresses user needs
Developed a robust design framework and introduced a design system to ensure visual consistency
Results
The iterative improvements led to a significant increase in user engagement and conversion rates, demonstrating the effectiveness of a user-centered design approach in a complex B2B environment.
SEO Report Jan 2024