NIRIX.com Gets a Redesign
When we set out to redesign www.nirix.com, we wanted to achieve a better user experience by embracing a more minimalist approach, speeding up the site and humanizing our company. While our services need to have robotic precision, our customers value NIRIX’s human side and we wanted our site to show that.
Where to start?
For those of you that have helped design or redesign a website you know the amount of energy that goes into it. A big challenge for those contemplating a website update is figuring out where to start.
During the first few months of 2014 we started gathering inspiration for our new site. Some of the ideas were really interesting and some were useful. After coming up with a list of ideas that were both interesting and useful we began to figure out how to start the redesign. Here’s a quick recap of some of the things we did to get started.
Cater to everyone & please no one.
If you remember our old site it had a lot of information. Line after line, page after page. There were only a select few that made it through our old site. The owner of NIRIX Steve, the marketing manager and maybe an account manager or two. The information was good but there was too much. After all who was supposed to read all that stuff? Google?
The point being our site may have indexed well but wasn’t super user friendly. To help us humanize our site we asked ourselves these questions:
- Who is coming to our site?
- What are they looking for?
- How can we help them?
From those questions we came up with 4 distinct types of users – IT Professionals, Small Business Owners, Potential Partners and Potential Employees. Each type of user was then broken down by their goals, challenges, buying power and characteristics. We then gave them names to humanize them. For example our Potential Partner user type was named Mark Labell. For some reason a disproportionate amount of our partners are named Mark and our partners can re-brand or label the services as their own, hence the name. Each user type got a specific name. We really wanted to personify our user groups in the profiles we created.
Conveniently by having these user types defined our content creation process became more focused. Instead of trying to cater to countless users we were able to just cater to our 4 user types. Here’s a screen shot contrasting the old text heavy site with the more friendly and easier to consume site.
Too much choice can lead to no choice.
At NIRIX we pride ourselves in providing Canadian based cloud services that businesses can rely on. We currently offer over 7 cloud services with more on the way. Our last site had a severe case of FOMO (Fear Of Missing Out). It was so eager to share all that we offered sometimes our users would get distracted from what they needed and would loose interest. To drive the point home here’s a 10 second video from Disney’s Up.
It would be great to say that we never act like that dog but we’ve all started online looking for something important like cloud backup and ended up watching videos of ferret jump fails. Yes, there’s a video. There will be a link at the end for anyone that finishes this post.
Great, now you’re thinking of ferrets, but that’s the point. Having too many things to see or click can lead to concentration fatigue and what starts out as a determined search in the end is fruitless. With our new site each service has a different feel, helping users that were lead to that service able to focus on that service and that service alone. The hope is that there will be less service switching during the research stage of the cloud service buying process. As you can see below if you were given all these pictures(which represent our services) you would have information overload.
There are still more improvements to make. If you find any or have some feedback let us know.
Also here’s that ferret video.