I used a sitemap to plan the initial pages of the site and get a better understanding of which pages would share the same template. I also used it as an artifact to present to stakeholders. It became used a tool for feedback and questions.
I compared the web-to-app flows of direct and indirect competitors, as well as those by non-competitors. I noted core competencies of these platforms, using a quote Neil Kelty as a guiding principle:
Identify the distinctive competencies of each organization – in the buyer’s eyes. It shouldn't be to 'understand my competition', but to 'understand how to position myself to win against competitors in scenarios where we're both chasing my ideal customer.
Having examined competitor sites and web-to-app experiences, I then looked to other, non-competitive platforms to inform my design choices also.
The primary goal was for users to download our mobile app. I set up a redirect test in Google Optimize to test our web-to-app click-through rate with 3 variants on our home page's hero section. The key variable in each test was the call-to-action. Our hypothesis was that the QR code would be the most effective CTA, while the text-me-the-app service would present the most friction. The results showed the opposite—a 23% improvement by the text-me-the-app method over the qr code CTA.
After two rounds of redirect testing on the home page hero section, the text-me-the-app CTA competed as well as the QR code CTA.
The results following the redesign were clear. A more compelling brand and its application throughout our funnel lead to more conversions and a significantly reduced bounce rate helped by a more compelling CTA.
I created over one hundred icons for our mobile and web apps, using a 2px line weight to emphasize our new, bolder visual language.
