Redesigning the Soldo experience with a user-centric approach to maximize customer conversions.
Role
UX UI Designer
Products
Website / mobile optimization
What I Did
UX/UI Design, UX Research (Part of a Team)
Location
London, United Kingdom
01
Overview
Soldo, one of the largest business expense management platforms in the UK, needed improvement and optimization of their online presence. This involved updating the visual designs with a more intuitive, user-centric approach. As the lead UI/UX Designer, I created new visual layouts that were more impactful than their outdated user interface.
02
The current web pages face several issues, including unappealing graphics, lack of visual interest, and an overall mundane layout. These problems have led to reduced user engagement and fail to capture the audience's attention effectively.
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Text-Heavy Pages: Most web pages are overloaded with text, making them hard to read and unengaging.
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Suboptimal Layout: The layout fails to convey the product's value properly due to unclear and oddly placed CTAs.
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Lack of Visuals: Many pages are very plain, lacking consistent branding and compelling imagery.
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Gradient Overuse: Excessive use of gradients in text and visuals.
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Wide Sections and Long Scrolls: The sections are too wide, leading to long scrolls without progressive disclosure of information.
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Responsive Design Issues: Problems with size, spacing, and alignment across different devices.
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User Trust: The site is not effectively building user trust through reliable sources.
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Unoptimized Pricing Plans: The pricing plans are not user-centric and fail to meet user needs.
03
Goals
Most Important
Improve visual design
The main goal is to refresh Soldo’s website with modern, eye-catching designs, replacing outdated visuals. This update aims to make browsing more engaging and enjoyable while highlighting Soldo’s innovative services.
Revise content layout
A key goal is to make the content layout clearer and easier to navigate. By simplifying information and focusing on a user-friendly approach, the aim is to help users quickly understand and engage with Soldo’s offerings, creating a smoother and more enjoyable experience
Elevate User Engagement
The goal is to boost user engagement by making the experience more interactive and personalized. This involves refining the placement of CTAs and ensuring content feels relevant and engaging, encouraging users to connect more with Soldo’s platform and services.
01
Explored Effective Web Banners
I experimented with various banner models to capture user attention at first glance while keeping Soldo’s branding intact. Instead of a regular layout, I used bold graphics that highlighted Soldo cards. Every banner design was tested across all device sizes to ensure maximum engagement.
02
Optimized Pricing Plans
I redesigned the pricing plans, including the most popular options to drive more sales. I fixed the visual design issues to make the plans look more professional and trustworthy. Without breaking the branding, I made the plans more user-friendly and affordable. I also addressed inconsistencies in the mobile design of each plan.
03
Improved Section Contents
and Layouts
I broke down text-heavy pages into smaller sections with focused, eye-catching graphics to boost user engagement. I also fixed most of the responsive layout issues for mobile and tablet. Additionally, I redesigned components for a more cohesive and consistent look, improving the user experience across the site.
04
Enhanced Call to Actions and Increased
Trust Through Reliable Sources
Testimonials play a crucial role in customer conversion. I improved the basic, uninteresting testimonials to better capture user attention by combining them with reliable trust factors and presenting one primary CTA. Additionally, I redesigned a few more components to increase user trust throughout the website.
05
Better Focused Graphics
Generic, boring, and unsuitable graphics were a major issue affecting the overall experience. I designed eye-catching, more focused graphics to fit the new layout, providing a better user experience by easing the user's mind.
05
More Work
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