Project 2

The Goal

How might we redesign the website to drive new conversions and create simple value-driven product messaging for their customers?

Since creating their first website, Ad Auris has grown from an idea to a start-up with $1Million in pre-seed funding working with 80+ publications across the globe. They needed a brand and website that reflected their growth and shared their mission: to narrate articles for billions of readers worldwide, instantly,

The Solution

We communicated the product’s value drivers front and center.

Part 1. Discovery & User Research

User Interviews

We interviewed 8 users and the company CFO (the primary touch-point for all customers) to synthesize user feedback into a few primary pain points:

1. There are no immediate value offers. As a publication, why should we invest in synthetic audio? Do audiences want it?

2. I can’t try out the product. I want to know how the voices sound, and how the narration works.

3. I'm interested. But I don't know how to get started. Do I contact them? Do I sign up?

The website lacked compelling messaging about how AI audio could meet publication needs. And most importantly, users didn’t know what to do next to get started.

Competitor Analysis

We analyzed their competitor websites and found that a combination of prominent CTAs, simple navigation, and product demos were components that established a strong connection with the product.

User Personas

Ad Auris' business model is focused on B2B partnerships with digital publications. We defined two user personas based on publication size and the customer purchasing stage.

User Journey Map

We created a journey map of the customer buying process. This helped us optimize digital touch-points and calls to action to funnel site visitors into customers.

Part 2. Site Architecture & Design

Information Architecture

We completely redesigned the website's information architecture. Using card sorting and web analytics, we made the navigation intuitive and effective.

Wireframes

Through usability testing and design iterations, we refined our wireframes.

Reflection (& pats on the back ☺️)

R1. Owning a project lifecycle from start to finish.

I designed and launched this website redesign in less than 2 months, owning the entire project lifecycle from start to finish. It was daunting to say the least, but I’m extremely proud of the skills I built.

R2. Next steps and new considerations.

This past winter, I re-connected with my manager (the company CTO) and talked about the launch of their new product: Ad Auris Play. Ad Auris Play is targeted towards individual podcast consumers. This B2B website design focused solely on business consumers (publications). I think it'd be a nice challenge to iterate this website with a new target audience in mind: HMW redesign Ad Auris' website to consider a new B2C audience?