NUMERADE
Case Study(s) 01
A Collection of Iterative Design Work and Tests
Research
•
Design Lead
•
Design Strategy
•
UI/Visual Design
•
UX / IA
•
Growth Lead
•
Research • Design Lead • Design Strategy • UI/Visual Design • UX / IA • Growth Lead •
BRIEF
Numerade went through a full redesign with an agency and needed lots of work to translate the vision of the rebrand into reality for the homepage. We wanted to introduce the brand while really getting the users to understand what Numerade offered and what we do best.
Problem
My hypothesis was if we emphasized the new branding on the homepage, along with our new value propositions, then user comprehension of Numerade would increase and we would identify this by seeing an increase of click-through rates on various components on the homepage, as well as an increase in sign ups.
Hypothesis
Previous Homepage
Redesigned Homepage
PDP GROWTH TEST: LAYOUT
The goal was to improve engagement and comprehension by rearranging the layout of the Answer Video Detail (PDP) page.
My hypothesis was that users were not locating their answer and question when landing on this page, so if we move the question up and clearly label the sections, then question and answer visibility would improve, which would positively impact the registration and subscription rates.
Goal
Stat sig: 3 Days
The results of the test were impressive. By moving the question above the video and labeling the sections, we saw a 30% increase in subscription rates. Resulting in 2.6 million MoM ARR.
Results
Previous PDP
Updated PDP Layout with Section Labels
PDP GROWTH TEST: COLOR
The goal with this test was to establish more trust/build in more assurances with the user pre-conversion, in order for them to be more confident to convert.
My hypothesis was, if I add “badges” (including the word verified) and use green on the page, then the user will have enough information to subscribe with confidence.
Goal
Stat sig: 2 Days
The results of the test were exciting. By adding green badges and green highlighting of the text answer, we saw a 26% increase in subscription rates.
Results
PDP Layout with Section Labels
Updated PDP with Green Badge and Answer Highlight
