Case Studies
The Naviscent team has been researching and designing web sites for global companies. Here are three of our stories.
Autodesk Store: Driving transactions
Requirements
- When Autodesk contacted Naviscent about their online store, they wanted to address their high abandonment rate and improve the sites ability to up-sell and cross-sell products
- Autodesk also knew, from survey research, that visitors found the store “dry and plain”
- They asked Naviscent to redesign the site to address these problems
Challenges
- Naviscent saw the eStore homepage needed streamlining and that it could use a more current “look” with a dynamic product display that features multiple offers in limited real estate
- The homepage had no calls to action, such as “free trials”, and its contact information was difficult to find
- Before addressing these problems, Naviscent sought to understand what site visitors wanted from the online store
- When Autodesk gave Naviscent a new style guide halfway through the design process, Naviscent quickly incorporated the new style, so its designs stayed current
Solutions
- Naviscent’s research team interviewed site users to discover what they wanted from Autodesk when shopping online
- From this data, Naviscent developed customer profiles, task scenarios, and a list of common tasks performed by customers
- With a fresh understanding of users and their typical tasks, Naviscent created several competing designs
- Naviscent tested the new designs against the existing site in four successive rounds of studies
- The new designs were improved and honed with each study
- Naviscent’s objective was to dramatically improve purchase and upgrade flows, selling capability, and overall site satisfaction and architecture while uncovering usability issues
Deliverables
- Naviscent created the Autodesk Store from our experimental research into customer needs
- Electronic downloads, credit card purchasing, and international sales processes were changed to suit Autodesk’s customers
- All changes were quickly and efficiently using the best practices and proven solutions from Douglas van Duyne’s The Design of Sites
Results
- The new design increased upgrade purchases by directing existing customers through an upgrade flow instead of through a standard product selection flow
- Abandonment rates for the site were reduced and conversion rates were increased dramatically
- Customer satisfaction was much improved according to Autodesk follow up surveys
Agilent Technical Support: Reducing support costs
Requirements
- Agilent has thousands of documents about their products online, creating a challenge to customers trying to find one specific piece of information
- Agilent wanted to streamline the search process so searching would bring more useful information to their customers
- Prior to Naviscent’s redesign, site visitors had to navigate through five or six layers to get to the appropriate document
Approach
- Naviscent tested five different aspects of tech support content presentation and search in five rounds
- Each round tested improvements on the previous round plus new features
- With each successive round, customer feedback was able to continually improve the designs
Challenges
- Prioritizing the search results and its presentation given the number of documents available Determining the best way to present and order information to answer questions quickly
Solutions
- Given a quick way for visitors to identify the right technical support subject to narrow the document field
- Using a disciplined and focused research plan to ensure that each round of research delivered large steps forward in the design
Results
- Reduced visitor frustration levels measurably
- Post redesign, visitor’s could find information in two clicks
- Lowered client support costs
- Greatly increased customer satisfaction (according to before and after satisfaction research)
Agilent Guided Buying: Increasing customer satisfaction, reducing unqualified leads
Requirements
- To dramatically improve the experience for first-time and repeat customers for finding and selecting one of the many technically complex products offered by the client using a more dynamic and interactive online guided buying process.
Approach
- Conducted six rounds of design and research to take very different concepts and quickly evolve them to create the best solution
- Each iteration brought improvement over the prior round with an end result that was far superior to the existing design
- With the research that was conducted, it wasn’t Naviscent or Agilent that decided the design was far superior but rather Agilent’s customers
Challenges
- Existing style was to present the pages in a scientific, clinical style
Solutions
- Team redesigned the site to be more dynamic, but also in keeping with customer’s visual language, with fewer reloads and much more satisfying guided buying experience
- Research feedback indicated a strong preference for a more “cheerful” interface
Results
- Lead quality went up
- Post redesign, visitor’s found the design much more engaging
- Greatly increased customer satisfaction (according to pre- and post-satisfaction research)
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