From difficult & detached > To helpful & connected

Publicis Sapient had a business problem. They had a large robust website of timely digital consulting content and they were getting traffic to the website, but they were not converting qualified leads for the sales team through it. In 2023 I was hired to introduce and build the UX practice within their internal marketing department. My first order of business was to meet with every member of the marketing department from design, to data, to 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 high level 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 my team had plenty of opportunities from researching our users to setting an experience strategy to building and maintaining the site vision.

Heuristic Review

Next my team and I reviewed our website ux alongside 5 of our 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 remote qualitative user research study to give us an outside in perspective. We recruited 30 business decision makers who fit our target audience. Half of the participants knew of Publicis Sapient half did not. We had 30 minute 1 on 1 discussions with them around 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.

Personas & Insights

After executing the research and synthesizing the results we were able to distinguish 3 different 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, then my team & I brainstormed ideas for our new way forward.

Results

With the release of our MVP design system and Personal AI concierge we have already seen significant lift in all of our goals and objectives with most importantly a 4% conversion rate increase of qualified leads. See below how we have re-imagined the site experience.

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