Orkestra
Orkestra's team and I (UX/UI Designer Intern) were working on the sign-up page of the company's website.
Team
Project Manager
Lead UX/UI Designer
UX/UI Designer Intern (me)
Duration
8 weeks
Role
UX/UI Designer Intern
Time
Spring 2023
Problem
I was given an important task to help revamp the company's sign-up space by making it more clear and attractive, and therefore more likely to create more business opportunities.
Solution
As a person not familiar with the supply chain tech industry, I started with understanding Orkestra's value proposition and its customer profile. After conducting interviews with both Orkestra leadership and industry representatives from my network, I concluded that the customer persona was a tech-savvy professional from a supply chain division of a medium to large enterprise. Thus, while the customer would appreciate design sophistication, he/she/they would also value simplicity and clarity of the message.
I further researched a few competition's websites and their sign-up pages to get an idea on how I could make my design lovable but at the same time restrained.
Below are some examples that inspired me the most.
Initial State
The main concern I had with my interviewees was that they were not quite sure what they were signing up for. Everyone thought that the signing up process would lead them to Orkestra's home page or something like that. And unfortunately, it was not what the page was meant for. (Initial state below)
After discussing the results I had by conducting interviews with the team, I decided to add a few elements.
Firstly, I identified the clear purpose of the page which was to introduce to a customer the latest insights of the industry. Hence, I placed a title and a short explanation of what a customer could expect by hitting that subscribe button. I also decided to mention all the companies Orkestra was partnered with to explain where some insights were going to come from. And finally, I created a few versions of the same page so that my team and I had more options to choose from.
My Takeaways
Once again I was convinced that interviews were essential to every project I was working on and this project wasn't an exception :) So, having those interviews was fun and crucial to shaping what the design should be.
Additionally, I'm excited to know that Orkestra considered my design and context suggestions and is incorporating them into the production phase of the website!