Modernizing a Payroll Company Website
With user-centered approach, the goals was to create an intuitive interface allowing users to access information they need quickly and easily.
Sterling Heights, MI
2011
Payroll
10-20
Challenge
Accurate Pay Systems, a trusted payroll services provider, faced a major digital roadblock—an outdated website design with an overwhelming number of pages, making navigation difficult for users. Customers struggled to find key information efficiently, leading to frustration and potential loss of leads. Additionally, the website lacked engagement features to keep visitors informed and connected.
Results
To modernize and streamline the user experience, we implemented a clean, intuitive design that simplified navigation, ensuring users could quickly access essential payroll solutions. Key enhancements included:
Optimized Site Structure: Consolidated pages, reducing the number of clicks needed to find information by 40%.
Real-Time Social Media Integration: Added a live Facebook feed, increasing on-site engagement by 30%.
Blog & Weekly Q&A Section: Boosted user interaction, with a 25% increase in average session duration.
SEO Enhancements: Improved search engine rankings, leading to a 50% increase in organic traffic and a 20% rise in new client inquiries.
As a result, Accurate Pay Systems saw a 35% reduction in bounce rate and a 60% faster load time, significantly improving user experience and lead conversion.
40%
Reduction in Clicks
30%
Increase in Engagement
25%
Increase in time spent on website
Process
Research & Analysis: We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
Information Architecture: Based on the research findings, we restructured the app's navigation and content, prioritizing features and information according to user needs.
Wireframing & Prototyping: We designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on user feedback. Afterward, we built a high-fidelity, interactive prototype to test the design.
Usability Testing: We conducted usability tests with a diverse group of users to validate the design and identify areas for improvement. Based on the feedback, we made necessary adjustments to the design.
Visual Design & Style Guide: We developed a cohesive visual language, including color schemes, typography, and iconography, ensuring consistency throughout the app. We also created a style guide to maintain design consistency in future updates.
"The transformation of our website has been a game-changer. Navigating the site is now effortless for our clients, and the real-time updates keep them engaged. Since the revamp, we've seen a noticeable increase in inquiries and positive feedback. It’s been a huge step forward for our business!"
Carla Marsh
CEO | Accurate Pay Systems
Conclusion
Revamping the e-commerce website proved to be a game-changer in enhancing user experience and driving sales. By simplifying the navigation and checkout process, we created a more enjoyable shopping experience that significantly boosted conversion rates and customer satisfaction. This project highlights the critical role of UX design in the success of e-commerce platforms.