Challenges Faced by the Old Website

Nichesolv is a software company with design and development capabilities in full stack Web, Mobile, AI/ML etc. The website is its major user touchpoint. The target audience of the website are current and potential clients, prospective employees, investors and partnership seekers.
Nichesolv currently grapples with several challenges in its web presence. The existing website struggles to seamlessly convey the breadth and depth of the company's cutting-edge AI-powered marketing solutions. A lack of clarity in presenting essential information poses a hindrance, making it challenging for potential clients and visitors to fully comprehend the profound value that Nichesolv brings to the digital marketing landscape. Navigational complexities and a potential mismatch between design elements and user expectations further contribute to a suboptimal user experience.

They needed a new website that was organized better for user navigation, provided well-structured and easily digestible information. The new visual language had to look fresh while also reflecting the maturity of the company.

They needed a new website that was organized better for user navigation, provided well-structured and easily digestible information. The new visual language had to look fresh while also reflecting the maturity of the company.

Project Research & Discovery

The standard user experience and best practices for event ticketing platforms were already out there to model Wagmeet after. The challenge was to integrate elements of web3 into the platform in a way that keeps them accessible to users of the  traditional web.

The first step in designing the product structure was to define our user personas — event hosts and attendees. From basic research, we learned about the needs and goals of the two groups to model the product around. One key difference between the user groups was that the attendees were expected to be mostly web3 newbies for whom Wagmeet would be the first native web3 experience. The event hosts on the other hand were web3 natives looking to use Wagmeet to build and engage the web3 community, while also possibly profiting from the process.

We detailed out a product schema defining different kinds of entities in the product (like event, user profile, host profile, ticket, etc.), their attributes and interactions. This helped ensure all features and functionalities were covered, and also served as a blueprint to design user flows based on.

UX Audit

In order to identify and better understand the causes and impacts of the problems faced, we conducted an extensive UX audit. We took a multi-faceted approach, examining user analytics data, conducting heuristic usability evaluations of the web interface, and reviewing the offerings of competitors. This in-depth audit process allowed us to analyze the different layers of the problems and provided valuable insights into potential solutions.

We implemented a comprehensive approach by conducting user interviews with both company employees and potential clients. Engaging with internal stakeholders provided us with valuable insights into the company's identity, culture, and overarching goals. By understanding the perspectives of those intimately involved with Nichesolv, we ensured that the website redesign would authentically reflect the brand's ethos. Simultaneously, interviews with potential clients allowed us to grasp the external user experience, identifying key expectations and preferences.

We conducted a heuristic evaluation of the current website, employing established usability principles to assess its interface comprehensively. By scrutinizing elements such as navigation, consistency, user control, and error prevention, we aimed to identify potential usability issues. Our evaluation delved into user flows, highlighting pain points and suggesting opportunities to enhance calls to action strategically. In the process, we unearthed and addressed some latent bugs. The heuristic evaluation not only revealed areas for improvement but also guided design changes aimed at elevating the overall usability and user experience of the website.

To gain valuable insights into the competitive landscape, we conducted a thorough competitor review of the current website, benchmarking it against others in the same industry. Our analysis involved assessing the strengths and weaknesses of rival companies' websites, understanding what features contribute to their success, and identifying aspects that may be hindering their user experience. By scrutinizing competitors' designs, functionalities, and content strategies, we aimed to discern emerging trends, innovative features, and industry best practices.