Ad Auris
Converting visitors into users
The call for change.
My Role
Lead Designer
What I Did
Visual Design
User Research
Branding
Interaction Design
Prototyping
Design Strategy
Timeline
Q4 2023
THE CHALLENGE
Realigning Ad Auris' digital presence.
The initial meeting with the Ad Auris team revealed a significant disconnect: their website wasn't reflecting the full potential of their platform. Despite offering powerful tools, the site felt disjointed and failed to convey the company's true strengths.
My goal was to identify the key issues affecting the site's performance, and to lay the groundwork for a redesign that would effectively showcase Ad Auris' offerings.
Some of our key objectives for this project.
THE APPROACH
Orchestrating the redesign.
Laying the groundwork.
To kick things off, I first recognized the importance of thoroughly understanding their audience. This involved laying a solid foundation through stakeholder interviews, competitive analysis, user research, and a detailed review of website analytics.
This approach enabled us to identify user drop-off points, define our target audience, and discover the most effective ways to engage them.
Quick and messy personas
Workshops to learn more about their competitors and users
Testing out different versions of our interactive demo
Refining the vision.
As the primary point of contact, I maintained open communication with the Ad Auris team throughout the design process. Regular check-ins allowed me to gather feedback and stay aligned with their vision.
This led to numerous experiments with different colour palettes and value propositions. My goal was to create a demo that would "wow" without overwhelming - striking the perfect balance between showcasing the technology and ensuring approachability.
I explored many design options and held multiple discussions and voting sessions to determine the best direction
THE REDESIGN
Meet the new Ad Auris.
Captivating our visitors early on.
I wanted visitors to grasp Ad Auris at a glance without getting bogged down by technical jargon. To achieve this, I implemented a scroll animation that creates a visual experience where written content seamlessly transforms into audio in real-time.
The hero scroll animation
Bringing the experience to life.
Beyond the scroll animation, I designed several animated visuals to highlight our key features. These interactive elements provide users with a hands-on preview of Ad Auris' capabilities, allowing them to explore and engage with the platform's potential.
The demo further enhances interactivity by letting visitors choose from various content types. They can watch text being transcribed and listen to the transformed content.
Animated and interactive feature cards
The interactive demo
Setting the team up for success.
Alongside the full redesign, I created comprehensive style guides detailing our colour palette, typography, and fully prototyped components. These resources enable the team to seamlessly implement consistent design elements across their dashboards and other products.
Colours and different sized buttons for desktop and mobile
Other sections of the website
THE IMPACT
Two months after launch, I monitored key metrics using Google Analytics and Microsoft Clarity.
Here's a snapshot of the key improvements.
-23%
BOUNCE RATE
The introduction of the engaging scroll animation, paired with a refined messaging approach, has had a noticeable impact on user retention. Clarity recordings showed users repeatedly interacting with the animation, highlighting its effectiveness in capturing their attention.
+35%
PAGES PER SESSION
This boost is largely thanks to the redesign’s focus on responsiveness. Mobile users, who were previously underserved, are now engaging with much more content on each visit.
+18%
ACCOUNT SIGN-UPS
Approximately 25% of new sign-ups originated from interactions with the interactive feature showcase, demonstrating its effectiveness in driving user conversion.
A nice shout-out from the Ad Auris team 😊
