Leena Choi
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Solutions Resource

How might we redesign a B2B company website?



This website redesign project was done for a software consultancy company called Solutions Resources located in Bellevue WA. My main task was to fully understand the company’s business, target users, and mission, discover issues the website had and provide solutions through mockups and design recommendations.


3 weeks

My Role

UX Designer


Usability Testing, UX/UI Design



First thing I did was to interview CEO to nail down what Solutions Resource is all about because without completely understanding the company, how can I design a website that is essentially a representation of the company? To be really present, I recorded the interview and took notes when listening to them.

Old doesn’t necessary mean it’s bad

Through the conversation I had, the CEO expressed that he has been wanting to redesign the company website because it is old. However, being old doesn’t necessarily mean that the website isn’t serving its purpose. Therefore, we needed to first find out if the website actually has some issues.


Analyze The Data

Analyzing and Interpreting the data

Using analytics is a great way to quickly uncover problems. For this specific project, I focused on 4 metrics, which are bounce rate, exit rate, conversion rate, and engagement.


Bounce rate is the metric that signifies the number of visitors who didn’t interact with the web page at all. I looked into this metric because I wanted to know which page has a critical issue. From looking at the numbers, I saw that there is one page with a high bounce rate.

Bounce Rate

Bounce Rate

Exit rate confirmed that the specific page was problematic. Exit rate basically shows the number and percentage of visitors who leave the website after reaching the particular page. This metric confirmed that the critical page I found by looking at bounce rate really is problematic.

Exit Rate

Exit Rate


Conversion rate indicates a proportion of visitors actually contact the company to inquire business. This is a metric I wanted to check because conversion rate really indicated how well the website is serving its purpose. This helped me understand the current state of the website, and define success metrics

Engagement indicates how much visitors interacted with the site. High engagement means that users are attracted to the site, which essentially is the goal of the site, so it was really crucial to use engagement as our metrics. I measure this by the duration of time spent on the page. From here, I was able to learn that the page that explains services that the company provides has the longest duration of time.

Average time on each page

Average time on each page


Problem (pt.1)

Based on the analysis, I discovered that there is a problem of high bounce & exit rate. This happened because the website provided contents that users aren’t looking for. However, I wasn’t yet sure why we had such a low conversion rate. To investigate on this, I decided to conduct usability tests.


Usability Testing

Usability tests consist of interviewing several potential users. Specifically, I asked the participants to do 2 tasks (find a way to contact the company & find enough information to want to contact the company) while I observe them. I also asked them to think aloud so I can understand their thought process as well as pinpoints any misconception.


No clear understanding of what the company does

Users couldn't tell what Solutions Resource does from the landing page. Participants were confused about what the company does because the website only introduced their services in a secondary menu bar.


Confusion in some terminology and design elements

The site had many industry-specific terms (e.g. "high caliber web") users might not be familiar with. There were also some confusing design elements. (e.g. a text in a box that looks like a button, but it actually is a button)


Not selling services

On their Web Design page, it explains “4 Key Principles of Web Design”. Since we want users to come to us to do web design, we don’t necessary want to teach them about web design.


Defining goals

Based on our findings both from the Google Analytics and usability tests, together with our stakeholder, we defined 3 main goals of the redesign.

  1. Re-evaluate contents

  2. Clearly communicate what the company does and what it offers

  3. Increase credibility so users feel more inclined to contact us

  4. Encourage users to dig deeper into the site


Success Metrics

Our stakeholder reached out to us for this website redesign with an aim to improve the conversion rate. Therefore, we decided to measure our success by the improvement of the conversion rate.


Design process

Incorporate many tests in the design process

We focused on testing the usability and how well we are achieving our three defined goals every time we move from one step to the other in the design process.


Design Decisions

Direct visitors to go deeper into a site, and in the end, convert them to a customer

As we were redesigning the site, it was important for us to keep the user journey in mind. Below are some major design decisions I made to achieve the three defined goals.


Increase CTAs

In order to encourage visitors to dig deeper into the site, we added many CTA (call to action) elements on the landing page.


Clearly communicate what the company does and what it offers

Our usability tests showed that users weren’t able to understand what Solutions Resource does easily and find more information on the services it offers. To solve this issue, we decided to place one sentence describing what it does in the first section of the landing page where users can see first when they come into the site. Below the section, we made a section describing what it does.


Customer reviews for credibility

Customer reviews are very important especially for smaller businesses like Solutions Resource. We added a section for customer reviews on the bottom but right before the Contact Us section, so we can let users know that they can trust us.

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Final design