Optimised CRO for purchase flows while increasing the e-mail opening rate

The challenge was to reconceptualise a product that improved brand image with a very meticulous interface, and that conveyed the perception of a leading, solvent and innovative company. The redesign involved the restructuring of the product portfolio, with particular focus on converting business flows, especially in the mobile context, along with the creation and design of transaction communication pieces and other communications, which could also increase the CTR.

Using a UX methodology with a consistent Design Thinking approach helped us achieve two quality products, redesign of the public and private areas of Informa and eInforma.

During the research phase, special emphasis was placed on the data provided by the portals that were to be redesigned, as well as on the defining and understanding of the target, which were primarily profiles of managing directors, senior directors, financial directors, sales directors, risk managers, credit managers, risk analysts or departmental managers, men, of an average age of around 45, who primarily used the information for professional purposes but also for personal matters. Their level of education was intermediate, and they had extensive technical knowledge of the terminology inherent to financial issues.

All this combined with a large number of workshops with stakeholders within Informa and focus groups with call centre and key account sales managers showed us, on a qualitative level, a series of friction points to improve on, some of which might jar with the business goals. Quantitative techniques (online surveys with more than 600 Informa/einforma customers) also showed that our expert analyses had already revealed with regard to purchase flows and their ease of use.

Once all the information had been confirmed with data, we began restructuring the information architecture where it was tested and distilled using cardsorting and plotting techniques, alongside which new purchase flows were devised and recorded using guerrilla testing. 

Once the flows had been debugged, several UI proposals were put to two different, unrelated design teams in order to explore different approaches, resulting in different approaches all of which focused on components and were based on an 8pt grid.

All the screens of the purchase flows were generated for the option chosen by the client, whereas they were covered through the design of templates for all other contents, always with a mobile-first approach. The design was used in an 8pt grid system and component-based Atomic Design methodologies to try to avoid inconsistencies and optimise flow with the developers.

We used task runners (Gulp), BEMIT nomenclatures, and a CSS organisation based on ITCSS architecture in the construction of the pages to generate a clean, semantic, scalable and adaptable code.

The resulting code served to generate a design system of components, recorded in order to provide the basis for successive evolutions, with the aim of maintaining the consistency and homogeneity of future developments.