Xceptor is a company that specialises in data-centric intelligent automation for businesses.
We were thrilled to take on the exhilarating task of revitalising Xceptor's website. With a clear objective in mind, our goal was to execute a complete information architecture update and develop a fresh website that seamlessly aligns with the new structure. Above all, we aimed to support Xceptor in solidifying their position as frontrunners in the business process automation industry, establishing them as the go-to thought leaders in their field.
The challenges
The existing website posed several challenges, including the difficulty and inconsistency of navigation, as well as falling short in terms of user experience and visual design compared to competitors. The redesign was essential to address these shortcomings and create a more compelling and competitive online presence for Xceptor.
Research
To identify areas for improvement, we embarked on a comprehensive research process. Our approach involved analysing Xceptor's existing information architecture and comparing it against their competitors' architectures. By conducting this in-depth assessment, we gained valuable insights into the strengths and weaknesses of Xceptor's information architecture, enabling us to determine the precise areas that required enhancement.
Our goals & objectives
Based on our research, our objectives included reorganising the content on Xceptor's website to improve its logical placement in comparison to their competitors. Additionally, we aimed to enhance the customer's user experience by better organising the information on the front end.
Stage 1: Ideation
During the ideation phase, we utilised the findings from the competitor's audit and proposed alternative information architecture proposals. Furthermore, we conducted visual research to identify effective and ineffective design elements. Our aim was to closely align effective design elements with Xceptor's recently updated branding.
Stage 2: Wireframing
After Xceptor approved the new information architecture structure, our next step was to investigate how it would translate into wireframes. We conducted tests on the user experience to ensure its effectiveness whilst working collaboratively with the development agency, who were responsible for creating the wireframes.
Stage 3: Prototyping
Once the wireframes received approval, we proceeded to assemble them to create a prototype demonstrating the potential functionality of the website. This allowed us to assess how users would navigate the new site.
Stage 4: Visual design
After successfully testing and approving the user journeys based on personas, our next step was to apply the visual design, incorporating elements from their recently updated branding. We were tasked with designing the look and feel of the components, whilst the development agency pieced it all together.
Stage 5: Development & implementation
Throughout the project, we collaborated closely with an external development agency. Clear and effective communication with the agency was essential since we did not handle the development in-house.
Introducing subtle micro interactions to enhance the user experience
To enhance the user experience and make it more engaging, we conducted research to identify prevalent micro interactions used by competing companies in the industry. This research provided valuable insights on how we could bring the static outcome to life and create a more dynamic experience for users.
Conclusion
Their insights allowed us to shorten the initial research period and create a website that is more visually and structurally aligned with their competitors. This has positioned them as thought leaders in their industry, and Xceptor is extremely pleased with the outcome.