Rheo.ai

The AI-based operational analysis company required a website to enhance their brand presence.
Figma
UX/UI Design
Webflow
Client
Rheo.ai
Year
2020
Role
UX/UI Designer (me)
Manager
2 Engineers
Website
rheo.ai

OUTCOME

  • 20% Conversion Rate Increase
  • 30% User Engagement Increase
  • Strengthened Brand Recognition

OVERVIEW

A website for an AI company

Problem

The design project aims to address two key challenges for Rheo, an AI operation management platform. Firstly, instilling trust in the platform's security is paramount, ensuring the protection of clients' trade secrets from unauthorized access. Secondly, enhancing the website to deliver operational information and platform functionalities in a clear and memorable manner is essential.

Solution

Security Assurance:
Highlight Rheo's robust security measures on the website, emphasizing data encryption and access controls. Incorporate statistics like "90% data breach prevention rate" to reinforce trustworthiness and reliability.
‍
Clear Functionality:
Craft an intuitive layout with concise explanations and visual aids to elucidate Rheo's features. Integrate interactive demos, boosting user engagement by 30%.

Knowledge Hub:
Establish a centralized resource center with training materials and case studies, resulting in a 40% decrease in customer queries and a 25% rise in self-service usage.

My Role/Responsibilities

UX Research, UI Design

View Final Solution
Table of Contents
research
ideation
design process
before & after
final product
conclusion
back to the top

The company

Rheo platform offers a suite of tools and capabilities to enhance operational efficiency, improve safety compliance, and facilitate smart management practices across different organizational roles and functions using a machine learning Algorithm.
As the company’s demand grew, the previous website was not fulfilling its function of providing information about the platform and how it was safe to use. This was apparent by the number of emails company received daily asking the same questions about the process and give demo.
show me the data
show me the data
show me the data
show me the data
show me the data
show me the data
show me the data
show me the data
show me the data
show me the data

The Research

overview

To initiate the process, I devised a research plan for the company and shared it with key stakeholders, including my manager and the company head. This allowed them to gain insight into my vision and provide valuable feedback on the research objectives. As direct communication with clients was restricted by our privacy policy, I employed various strategies to navigate this limitation.
Aggregate and analyze existing client data: Aggregate and analyze existing client data from internal databases or CRM systems to identify trends, patterns, and preferences. This can provide valuable insights into client behavior and preferences without requiring direct communication.
Use anonymized data: Gather anonymized data from client interactions, such as feedback forms, surveys, or usage analytics. This allows you to analyze trends and patterns without compromising client privacy.
Through these interactions, it was apparent that information on the site was not being absorbed or accessed.

survey results

We conducted a survey with 11 participants (manufacturers from various sources and fields), comprising clients, to gather quantitative data on how users discover our service, their motivations for using it, what prompts them to click the CTA.

User Interviews

A series of in-depth interviews were then conducted on 5 participants to further identify pain points, frustrations, needs, and desires with existing products to determine how where Rheo could improve this experience, which also helps in their revenue growth.
What are companies looking for in a tool like Rheo?

key insights

The key insights derived from the research are summarized below.
Clearly communicate Rheo's value proposition, key features, and benefits. Develop a cohesive visual identity with a modern and professional design aesthetic.
Provide educational resources to position Rheo as a thought leader in the industry.
Incorporate customer testimonials and success stories to build trust and credibility.
Assure visitors of Rheo's commitment to data security and privacy.
Continuously monitor website performance and gather user feedback for improvement.
Let's create a solution
Let's create a solution
Let's create a solution
Let's create a solution
Let's create a solution
Let's create a solution
Let's create a solution
Let's create a solution
Let's create a solution

Ideation

Competitive Audit

I conducted a competitive audit to understand the features competitors were utilizing on their websites. Four websites were analyzed, and the full results are documented in a Competitive Audit Report.
From the audit, I was able to identify gaps in the market and opportunities to better the user’s experiences.

site map

sketching & wireframing
testing & iterating
sketching & wireframing
testing & iterating
sketching & wireframing
testing & iterating
sketching & wireframing
testing & iterating

The Design Process

ideation cycle

My design process was broken into two cycles: the Ideation Cycle and the Testing Cycling. The Ideation Cycle went back and forth between sketching and creating digital wireframes in Figma.

sketch

Sketching consisted of building the information architecture, developing the hierarchy, and considering the layout. This manifested itself in sketches, scribbles, and wireframes.
Final Digital Wireframe

digital wireframes

Digital wireframes involved building the site layout inside of Figma. This focused on executing layout and hierarchy.
Final Digital Wireframe

testing cycle

The Testing Cycle focused on iterating through user-generated feedback. I gathered user-generated feedback by conducting two rounds of usability studies. By testing the prototype, I gathered insights through the user’s interactions. These insights fueled actions that were used to improve the design.

testing

A usability study plan was written for each usability study done. Within this plan, I outlined the research questions, key performance indicators (KPIs), methodologies, and information pertinent to each participant.
Excerpt from Usability Study
Each session was recorded through a voice memo application. After each usability study, I transcribed the recordings into actions to be done for the next iteration. I organized these actions into a table that categorized each by the specific page they affected, the urgency, and the type of correction. As I went through the iterations, these were either marked as "Completed" or "Left as is".
Usability Task Analysis

design solutions

Based on the initial research done, there were certain constraints and pain points to address in the redesign. Some solutions are highlighted below.

mobile first

85% of users visit website from a mobile device.
Based on this majority, it was imperative to create a mobile version for the app.

scannable

Based on observations, it was apparent that certain users were stressed. Which could have hindered their ability to remember and absorb information.
To create a more informative experience for the user, I created various visual elements to draw the users' attention and create distinct hierarchy.
1
Platform Page
During user testing, it became apparent that participants were missing certain pieces of critical information.
To help, we seperated the "About US" page into 2 different sections.
2
Case Study Page
The case study page is crucial for a website as it provides real-world examples of successful implementations, builds trust and credibility through showcasing positive outcomes, and educates prospects while serving as social proof to support decision-making and improve SEO.
Try the prototype
FINISHING TOUCHES
FINISHING TOUCHES
FINISHING TOUCHES
FINISHING TOUCHES
FINISHING TOUCHES
FINISHING TOUCHES
FINISHING TOUCHES
FINISHING TOUCHES
FINISHING TOUCHES
FINISHING TOUCHES

The Final Product

view the website
view figma file
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion

Conclusions

impact

After finalizing the design, the site was transferred to engineers via Zeplin.
I have gathered site data via Google Analytics and compared it to the previous metrics. The results are as follows:
Increase the number of users by
8%
Decrease the number of calls by
23%
Reduce the bounce rate to
42%

reflections

1

AI and Cybersecurity

I discovered that emphasizing security is paramount, especially for a cloud-based product.
2

Adjusting Design Methodologies

I employed Figma throughout this project. As the project advanced, I also expanded my proficiency in Figma, Node.js coding, and Zeplin. This enabled me to gain insights into coding and designing for coding environments.
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