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Redesigning a SaaS Startup’s digital experience — a UX case study
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Wedge is a SaaS startup in the HR Tech space and recently just completed its latest investment round. With that said, Wedge is focused on two things, growth and customer retention.
While that is where the company is focusing its effort, their previous digital experience told a different story.
Project Overview
As the sole designer on the Wedge team, I led the efforts across various product design roles, this spring my pitch to redesign the previous website was finally accepted.
My Role: UX Research, UX Design, Web design, User testing
My Team: Trevor Ploucha, Rob Kish, Patrick McCarren — copywriting, strategy, and development.
With companies moving remotely, we saw a massive increase in sign-ups which prompted an optimistic ship date of June 1.
The Problem
Wedge’s previous website is over 4 years old and does not reflect the direction the company is going, but also, does not provide sufficient information relating to the product offered.
As a company, we decided that a redesign was necessary to align our digital presence with our vision for the companies future.
The Research
Before getting started with any designing, research, or etc, we laid out a schedule and plan of action for the research and design process. This allowed the stakeholders and other employees not familiar with design to be able to buy into the process and project length.
Stakeholder Interviews
I started the discovery process by interviewing the stakeholders to gain a better understanding of what business objectives & features needed to be included in the site. These interviews were conversations with the founders, board members, partnership reps, and employees.
These conversations provided me insights that made the design process a little bit easier. Some of…
