Lingmerths – Increase usability and customer service
Client
Lingmerths
Team
Momentum
Brave Agency
Services
Branding
Lead Generation
UX/UI
Web Design
Live site
Background and problem
When Lingmerths went through a brand repositioning with the help of the agency Momentum, we got tasked with the creation of a digital platform with increased usability, customer service and a new focus on business trips and conferences.
Let’s go through how we, with the limited resources that we had, worked out how to improve the usability for the users, as well as set up Lingmerths for the future with tools for analytics and lead generation.
Challenges
With limited resources for user testing and other qualitative or quantitative methods, what tools do we have to make educated design decisions that get us the results we want?
We had to make sure to have some intensive workshop sessions with our client to at least get all the information they’ve gathered from working closely with their clients for many years. That way we have a place to start, and don’t fall back to guesses.
Identifying the main problem
From Lingmerths history with client interactions, we found that the main pain point of Lingmerths users on their current web site, was that it was cumbersome to find the right contacts for your assigned support team. The way that Lingmerths handles support is that each client gets allocated to one of five support teams, each with different people and contact information. This was hard to distinguish and required too many levels of navigation to make sense. Lingmerths current web site was also very outdated so there were many quick UX wins to gain by updating the UI to follow best practises.
We then boiled this down to two key objectives to focus on:
1. Improving usability with the current information we had.
2. Building a scalable platform for better user insights for future improvements.
Compairison between the old mobile navigation and the new.
Compairison between the old mobile navigation and the new.
Key objective 1: Increase usability
To improve the usability of Lingmerths customer service, we had a few key things we wanted to prioritise.
1. To make a clear and easily readable contact page that make it easy to find the contact information for your assigned support team with as few actions as possible.
2. Make sure you can also access the same information quick on mobile for clients that are out on business trips.
3. Improve the navigation and ease of use on the site in general.
Key objective 2: Building a scalable platform
To make sure that we have the means to improve the user experience further in the future, it was important to build a modern platform. HubSpot was a good choice in this case considering it is very easily scalable, that way Lingmerths can start small and scale up as they get more used to working on the platform.
We could implement some useful analytics and lead generation tools to gather some real quantitative data from both old and new clients. This would ensure that when we eventually want to make further improvements, we would actually have a pretty good way of colletcing and analyzing real data. In HubSpot we can also natively use A/B testing later down the line.
Key objective 1: Increase usability
To improve the usability of Lingmerths customer service, we had a few key things we wanted to prioritise.
1. To make a clear and easily readable contact page that make it easy to find the contact information for your assigned support team with as few actions as possible.
2. Make sure you can also access the same information quick on mobile for clients that are out on business trips.
3. Improve the navigation and ease of use on the site in general.
Key objective 2: Building a scalable platform
To make sure that we have the means to improve the user experience further in the future, it was important to build a modern platform. HubSpot was a good choice in this case considering it is very easily scalable, that way Lingmerths can start small and scale up as they get more used to working on the platform.
We could implement some useful analytics and lead generation tools to gather some real quantitative data from both old and new clients. This would ensure that when we eventually want to make further improvements, we would actually have a pretty good way of colletcing and analyzing real data. In HubSpot we can also natively use A/B testing later down the line.
Old support team list compaired to the new streamlined and much more clear one.
Results & reflection
Now, as mentioned before, because we didn’t really have the resources to validate our solutions with user feedback, we had to at least try to start with some pretty standard UX best practises as a foundation, along with some idéas that we believed in based on the clients insights.
With that in mind, we managed to set up a new environment in HubSpot that makes future improvements a lot easier to make based on actual data.
I really think we managed to create what we intended here. Coincidence or not, within a few hours of site launch, the CRM registered it’s first lead. So we are off to a good start, and the client was pleased.
Of course, it would’ve been preferred to be able to do more research and user testing beforehand, but with the resources we had, I think we made some smart choices and built what the client needed.
Impact: Enabling growth
We made a cms environment with easy to use templates and modules for the Lingmerths marketing team that enabled them quickly build more content, campaign workflows and landing pages as needed.
Results & reflection
Now, as mentioned before, because we didn’t really have the resources to validate our solutions with user feedback, we had to at least try to start with some pretty standard UX best practises as a foundation, along with some idéas that we believed in based on the clients insights.
With that in mind, we managed to set up a new environment in HubSpot that makes future improvements a lot easier to make based on actual data.
I really think we managed to create what we intended here. Coincidence or not, within a few hours of site launch, the CRM registered it’s first lead. So we are off to a good start, and the client was pleased.
Of course, it would’ve been preferred to be able to do more research and user testing beforehand, but with the resources we had, I think we made some smart choices and built what the client needed.
Impact: Enabling growth
We made a cms environment with easy to use templates and modules for the Lingmerths marketing team that enabled them quickly build more content, campaign workflows and landing pages as needed.
Old desktop menu vs a the new, lighter mega menu approach.
Old desktop menu vs a the new, lighter mega menu approach.