Vishvesh Kaushik
Operations Army
Website revamp
Overview
Operations Army is an all-in-one HR platform. They enable businesses to hire overseas talent for a variety of services. As a Product Management intern, I was tasked with revamping the website in order to increase user engagement.
Results
After redesigning the website, we were able to increase user engagement by 25% and user interaction by 120%. This led to a 10% increase in sales conversion for the Business development team.
Role
Product Management intern: Research, testing, design and handoff.
Duration
June 2023 - August 2023
Team
Tony Zheng - Director of Product at Operations Army
My process
Business case for the redesign
Operations Army is an all-in-one HR platform looking to simplify business solutions for business owners. They enable companies to hire overseas talent. Before updating the website, we found that the average time spent on the page was close to a minute. People visiting the site were not decision makers and thus, we had to start by finding the idea customer profile through market research in order to increase user engagement.
Objectives
While designing the website, we set out with clear objectives:
Ideal Customer Profile (ICP)
The first step was to conduct thorough market research to identify our idea customer profile - who were the decision makers on whether or not they should pursue Operations Army.
A/B Testing
After designing a user interface, we would need to run A/B tests to better understand how the new website design translates to engagement and then sales. Users should be interacting on the site and then book a consultation call.
Clear navigation
Ensure the homepage has a clear and intuitive navigation system. The decision makers should quickly be able to understand the services offered and decide whether to engage on a consultation call with the Business Dev team.
Increasing user engagement
From the A/B testing we would need to see a clear increase in user engagement and interaction. The average time spent on page was around 1 minute, we set a goal of 3 minutes.
Design
After multiple iterations of wireframing and prototyping, we developed an intuitive, interactive website. The landing page was designed to ensure that customers quickly grasp the services offered within seconds. We highlighted the advantages of working with Operations Army and showcased the top companies where their talent has previously worked.
To encourage customers to book a consultation, we used testimonials and data-driven insights to effectively communicate our value proposition. Check out the website here!
Here are some assets we created in collaboration with the UX team:
A/B Testing
After a preliminary design, we set out to find the impact of certain features using A/B testing. We started out my making sure we had defined KPIs (Key Performance Indicators) to increase user engagement, user interaction and a definite increase in calls for business development. After performing tests, we found that the average time spent on page went up by 120% and the user engagement went up by 25%:
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My takeaways
Building UX for Ideal Customer Profile
While designing the website, we kept our idea customer profile in mind. We designed assets that assuaged the fears that people experience while hiring overseas talent.
A/B Testing
In order to test the efficacy of the new design we ran A/B tests. These tests revealed that most of our assumptions while crafting the website were correct. We saw a 120% increase in user interaction and a 25% increase in user engagement.
Collaborating with multi-disciplinary teams
During my time at Operations Army, I worked with the UX team, the developers, the marketing team and the CEO himself to make sure that all the trains were running on time and the work was upto the standards. This taught me how to work with different teams in a collaborative manner.
2024 by Vishvesh Kaushik
