SYGNS —
Website Redesign
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Project Overview
Timeline: 2020 - 21
Client: Sygns
Role: Head of Digital Product
Sygns is a premium B2B signage provider, crafting bespoke solutions for businesses, from handcrafted neon signs to architectural lettering.
Dream Team —
Felix Hartz
Kamil Janusz
Vladyslav Romanovskyi
Alex Barnowski
Magic Mark
Sophia Edmundson
Jordann Wood
Nicolas Blanchadell
I led the end-to-end redesign of Sygns' website to create a user-friendly and effective platform that empowers their business clients and drives business growth. The project involved a comprehensive overhaul of the information architecture, user interface, and user experience.
Product Strategy
User Research & Testing
Information Architecture
UX
UI
Prototyping
Creative Direction
Stakeholder Management
There's something magical about a business owner seeing their brand's name illuminated on the wall for the first time – that moment when a vision takes tangible form and shines out to the world. For Sygns' B2B clients, creating a signage it's not only financial but also deeply personal investment, yet they often face a confusing maze of options and technical details.
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Context
Create a clear and intuitive online platform that empowers Sygns' B2B clients to confidently navigate the signage selection and purchase process, while also enhancing Sygns' brand perception and driving sales.
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Project Goals
Improve overall website conversion rate (e.g., quote requests, contact form submissions) to increase lead generation.
Reduce customer support inquiries to improve efficiency and customer satisfaction.
Reduce specification errors to minimize production delays and costs.
To effectively address both business and client needs, I collaborated closely with Sygns' founders, sales agents, and the support team. This collaboration was crucial in understanding the multifaceted challenges and defining the scope of the redesign. User interviews were conducted to gather direct feedback on user pain points and expectations, ensuring a user-centered approach.
Business Challenge —
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Challenge
Sygns' existing website presented significant challenges for both the business and its clients. Essentially, all fundamentals of user-centered design were absent from the company's workflow; there were no established user research or design processes in place.
(04)
Challenge
Ineffective Lead Generation
The website was not effectively enabling sales, failing to maximize the conversion of potential clients into customers and missing opportunities to drive both online and offline sales.
High Support Burden
The sales and support teams were burdened by a high volume of repetitive inquiries regarding product information, pricing, and the production process.
Operational Inefficiencies
Frequent specification errors in orders led to production delays, increased operational costs, and potential damage to Sygns' reputation.
Difficulty Understanding Product Options
Customers struggled to differentiate between the various signage options available (e.g., materials, styles, mounting methods) and lacked the information needed to make informed choices. This resulted in confusion and uncertainty, hindering their ability to visualize the final product and select the best solution for their needs.
Lack of Inspiration and Visual Guidance
The website failed to provide sufficient visual inspiration and real-world examples of how signage could be used in different contexts. This made it difficult for clients to envision the creative possibilities and gain confidence in their design decisions.
Uncertainty Around Pricing and Costs
The website lacked transparency regarding pricing and cost factors, making it challenging for clients to budget for their signage projects and understand the financial implications of different design choices. This created anxiety and hesitation, delaying the decision-making process.
Lack of Clarity on Process and Requirements
The website did not clearly explain the production process, timelines, and installation requirements, leaving clients feeling uninformed and apprehensive. This lack of clarity increased the perceived complexity of the project and discouraged engagement.
Inefficient Quote Request Process
The quote request process was cumbersome and inefficient, requiring clients to provide extensive information without adequate guidance or support. This resulted in frustration and wasted time, and often led to incomplete or inaccurate submissions.
Difficulty Understanding Product Options
Customers struggled to differentiate between the various signage options available (e.g., materials, styles, mounting methods) and lacked the information needed to make informed choices. This resulted in confusion and uncertainty, hindering their ability to visualize the final product and select the best solution for their needs.
Lack of Inspiration and Visual Guidance
The website failed to provide sufficient visual inspiration and real-world examples of how signage could be used in different contexts. This made it difficult for clients to envision the creative possibilities and gain confidence in their design decisions.
Uncertainty Around Pricing and Costs
The website lacked transparency regarding pricing and cost factors, making it challenging for clients to budget for their signage projects and understand the financial implications of different design choices. This created anxiety and hesitation, delaying the decision-making process.
Lack of Clarity on Process and Requirements
The website did not clearly explain the production process, timelines, and installation requirements, leaving clients feeling uninformed and apprehensive. This lack of clarity increased the perceived complexity of the project and discouraged engagement.
Inefficient Quote Request Process
The quote request process was cumbersome and inefficient, requiring clients to provide extensive information without adequate guidance or support. This resulted in frustration and wasted time, and often led to incomplete or inaccurate submissions.
Ineffective Lead Generation
The website was not effectively enabling sales, failing to maximize the conversion of potential clients into customers and missing opportunities to drive both online and offline sales.
High Support Burden
The sales and support teams were burdened by a high volume of repetitive inquiries regarding product information, pricing, and the production process.
Operational Inefficiencies
Frequent specification errors in orders led to production delays, increased operational costs, and potential damage to Sygns' reputation.
User Challenge —
Ineffective Lead Generation
The website was not effectively enabling sales, failing to maximize the conversion of potential clients into customers and missing opportunities to drive both online and offline sales.
High Support Burden
The sales and support teams were burdened by a high volume of repetitive inquiries regarding product information, pricing, and the production process.
Operational Inefficiencies
Frequent specification errors in orders led to production delays, increased operational costs, and potential damage to Sygns' reputation.
User Challenge —
The redesign was executed through a collaborative and iterative user-centered design process. This involved close collaboration with Sygns' founders, sales agents, and the support team, coupled with user research, persona creation, user journey mapping, and iterative design and prototyping, all aimed at addressing user pain points and improving the overall user experience.
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Process
To address the multifaceted challenges faced by Sygns and its clients, I led the design and implementation of several key features focused on enhancing user experience, providing clarity, and driving conversions.
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Solution
First-time buyers often lacked a clear understanding of the different signage product families and their potential applications.
As part of a broader effort to improve product understanding, we designed a landing page featuring visually engaging CGI banners that showcased the distinct characteristics and applications of each product family. These banners aimed to inspire users and provide a clear entry point for exploring different options.
Demystifying Product Families
CGI Banners
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To overcome the challenge of clients lacking inspiration and struggling to find relevant examples of Sygns' work, we designed a dedicated "Projects" page with a visually rich gallery of completed signage. This gallery not only provided inspiration but also helped build trust by showcasing the scale and variety of projects Sygns has undertaken and their collaborations with well-known brands. To facilitate efficient exploration, we implemented a smart filter system, enabling users to sort by 'Use Case' and 'Product Family' and to view tags indicating the specific industry and product families featured in each project.
Inspiring Discovery
Project Gallery
with Smart Filters
Estimating costs was a significant pain point for clients, and the lack of transparency hindered decision-making. To address this, we created an interactive price comparison tool that allowed users to explore pricing across different product families and sizes within a defined range. This provided a playful and educational way for clients to understand cost variations and compare options.
Cost Exploration
Price Comparison Tool
We completely redesigned the quote request process to be more user-friendly and mobile-friendly. The design incorporated clear questions, playful visual aids (e.g., for vector file uploads), and helpful annotations to guide users, aiming to gather all necessary information upfront and improve lead quality.
Improving Lead Capture
New Request Form
Within 3 months of rolling out these updates:
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Impact
Ineffective Lead Generation
The website was not effectively enabling sales, failing to maximize the conversion of potential clients into customers and missing opportunities to drive both online and offline sales.
High Support Burden
The sales and support teams were burdened by a high volume of repetitive inquiries regarding product information, pricing, and the production process.
Operational Inefficiencies
Frequent specification errors in orders led to production delays, increased operational costs, and potential damage to Sygns' reputation.
Difficulty Understanding Product Options
Customers struggled to differentiate between the various signage options available (e.g., materials, styles, mounting methods) and lacked the information needed to make informed choices. This resulted in confusion and uncertainty, hindering their ability to visualize the final product and select the best solution for their needs.
Lack of Inspiration and Visual Guidance
The website failed to provide sufficient visual inspiration and real-world examples of how signage could be used in different contexts. This made it difficult for clients to envision the creative possibilities and gain confidence in their design decisions.
Uncertainty Around Pricing and Costs
The website lacked transparency regarding pricing and cost factors, making it challenging for clients to budget for their signage projects and understand the financial implications of different design choices. This created anxiety and hesitation, delaying the decision-making process.
Lack of Clarity on Process and Requirements
The website did not clearly explain the production process, timelines, and installation requirements, leaving clients feeling uninformed and apprehensive. This lack of clarity increased the perceived complexity of the project and discouraged engagement.
Inefficient Quote Request Process
The quote request process was cumbersome and inefficient, requiring clients to provide extensive information without adequate guidance or support. This resulted in frustration and wasted time, and often led to incomplete or inaccurate submissions.
25%🢑🢑▲
Improvement in website conversion rate
We achieved a higher rate of visitors converting to quotes through optimised navigation and clear calls to action.
33%🢑🢑▼
Decrease in specification errors
Associated costs were significantly reduced by minimizing errors through clear visual communication and interactive product previews, preventing rework.
15%🢑🢑▼
Reduction in sales cycle length
The sales cycle was effectively shortened through the creation of easily referenceable design assets and marketing materials, streamlining the sales process.
