publicissapient.com Before and After
From difficult & detached > To helpful & connected
Publicis Sapient had a business problem. They were getting traffic to the website, but they weren’t converting many qualified leads through it globally. In 2023 I was hired to introduce the UX practice within their internal marketing department. First, I met with every team from design, to marketing, data, product and engineering. I used my time with each team member to learn what they want to do with the website and what holds them back. Armed with the teams pains and gains I set out to understand what we knew about our users and their behavior with the website. Unfortunately, the team relied on demographics, 3rd party research and marketing campaign data. The site wasn’t tracked as a whole and the design/content of the site wasn’t maintained by any one team. This meant I had plenty of opportunities from partnering with engineering and data to quantifiably track customer experience KPI’s, to qualitative conversations with customers that spark insights, to setting a customer experience strategy. But first, I needed to understand our competitors experiences and where we stood.
Goals, Objectives, Who we are designing for
Data pulls
Heuristic Review
Next I reviewed our website ux alongside our top 5 competitors, against a set of heuristics that aligned with our business goals. The outcomes were interesting in that while there are a few competitors winning in making their site usable (focusing on general usability) all struggled with content usefulness + organization, conversion and community. This gave us some white space to consider when differentiating ourselves from the competition.
User Research
Now that we had a grasp on what was currently happening internally with the website and with our competition, I planned and executed a qualitative user research study to give us an outside in perspective. We recruited 30 business decision makers who fit our target audience to have 30 minute 1 on 1 discussions with so we could uncover what steps they take when researching, recommending and ultimately choosing a digital consulting agency. Then we recruited 30 more business decision makers with the same target audience criteria for remote usability study of our website experience which is the main brand touchpoint.
Personas & Insights
After synthesizing the results I distinguished 3 personas with different mindsets and needs. “The Advocate”, “The Gatekeeper” and The Researcher”.
Experience Strategy
With a deeper understanding of our potential clients, their mindsets, and our competition, I was armed with the info to craft our north star. I outlined the opportunity space, our vision statement, experience principles for our new way forward.
Recommendations
Results
With the release of our new Homepage, MVP design system and AI chatbot in 2024 we saw significant lift in our goals and objectives with most importantly a 4% conversion rate increase of qualified leads.
Homepage before and after. The result is an AI powered, elegant and straightforward experience.
Navigation before and after. The result is mobile first with ability to test & improve labeling & ux.
Case Studies aka “Client Stories” before & after. The result is a sleek collection with MVP filters.
Insights before and after with MVP filters.