Kaseya.com - responsive eCommerce website
My Role
Creative Director
Product/Web Design
UX & Market Research
UX/UI Lead
Information Architecture
Client
Kaseya Software, Boston, MA
Team
UX/UI Designer, Developer, Content Strategist, QA
As a Creative Director at Kaseya, I worked with a global team of incredibly talented people on a tight deadline and schedule. I led the design process and designed the site, working closely with the marketing and web teams spread across different locations. I came up with concepts, user flows, and layouts. I led and mentored UI/UX designers, front-end developers, and app developers in Boston, Phoenix, and India. A top priority for me was establishing processes and systems to introduce elements of design thinking, improve communication and workflow between disciplines, and improve the quality, consistency, and efficiency of the team's work.
The Challenge
Background:
Kaseya is the leading IT systems management software provider for MSPs and mid-market enterprises. The website was difficult to navigate and looked dated, hadn't been updated in several years. The website was difficult to navigate, lacked mobile responsiveness, and did not effectively communicate Kaseya's brand and value proposition.
Problem Statement:
The outdated and user-unfriendly website was not effectively serving Kaseya's target audience and tech demographic, resulting in low conversion rates and poor brand perception.
Business Objectives:
Increase website traffic by 25%, lead generation by 20%, and brand awareness by 15%
User Goals and Needs:
Kaseya's target audience consisted of engineers, IT Managers, Service desk technicians, procurement managers, and other decision-makers in small and medium MSPs in industrial companies. Their goal was to easily find product information, download free-trial and resources, and contact Sales representatives.
Research & Analysis
User Interviews
Online Surveys
Usability Testing
Website Analytics Review
Competitor Analysis
Personas Developed
MSP Leaders
IT Managers
IT Technicians
Small Business Owners
Key personas were developed. Each persona had specific needs and expectations for the website. Their life in the day, pain points and frustrations were also documented for persona completion.
Information Architecture
The Information Architecture was reorganized to make it easier for users to find what they were looking for, A clear hierarchy of information was established and content was categorized logically and made broad and shallow.
Wireframing and Prototyping
Low-fidelity and high-fidelity prototypes were created to test and iterate on the design. Usability testing was conducted with real users to identify and address any usability issues.
Visual Design
The visual design was updated to be modern, clean, and professional. A Design system was created with Kaseya’s brand colors and fonts, it was subsequently used throughout the website.
Product Page Template
Persona Pages
Product Pages
Results & Impact
Key Metrics: Increased Website traffic, lead generation, brand awareness
Quantitative Results: Website traffic increased by 30%, lead generation increased by 25%, and brand awareness increased by 20%.
Qualitative Results: Users reported that the website was easier to navigate, more visually appealing, and provided them with the information they needed.
Lessons Learned: The importance of user research, iterative design, and clear communication with stakeholders.
The Kaseya Corporate website redesign was a successful project that achieved its business objectives and significantly improved the user experience. The new website is a valuable asset that helps Kaseya attract new customers, generate leads, and build brand awareness.
