ZOLO
Increased B2B order management startup sign-ups by
80
%
through a website revamp
My Role
As the project lead, I led a remote team of 3 UX/UI designers to revamp ZOLO's website user experience
and interface. Through collaborative efforts, we identified the root cause of low conversions. Leveraging
user research and insights, I conceptualised and led the development of responsive user interfaces and
prototypes, overseeing the project's visual direction to ensure a cohesive experience across all platforms.
Team Structure
3 UX Designers/Researchers (including me)
Research Methods
Competitor analysis, survey, interview, usability testing, affinity mapping
Discipline
UX design, UI design, visual design
Platform
Web and mobile
Time Frame
Completed in 4 weeks (2023)
Overview
The Challenge
Research
Insights & Recommendation
Learnings
Overview
ZOLO is an early-stage startup focused on B2B order management software powered by AI, designed to streamline
operations for food suppliers.
Its initial website was not generating sales from new customers due to high drop-offs and low conversion rates.
Recognising the need to enhance user experience, ZOLO partnered with us to revamp their website to generate more
sign-ups.
Objectives
Identify root causes of low
conversions and optimise the
user journey through user
research and best practices.
Improve clarity in
communicating ZOLO’s value
proposition to improve user
understanding.
Enhance the website
experience with features that
align with user needs to drive
conversions.
Strategic Value
Through collaborative research with my team, we pinpointed
the reasons behind low conversions.
We then developed a
redesign strategy that prioritises user experience, intuitive navigation, clear communication of ZOLO's unique value
proposition, and accessible support to improve customer satisfaction, build credibility, and encourage sign-ups.
Outcomes
↑
80
%
Achieved an 80% increase in
sign-up conversions from
organic traffic over 6 months
↑
30
%
Increased SUS (System
Usability Score) by 30% (75 to
97.5/100) rated by 5 prospects
2 weeks
%
↑
Launched revamped website 2
weeks post-handover to the
client with positive feedback
“The revamped design of the website was definitely an
enhancement as it communicates the key messages about ZOLO
and its key CVPs (Core Value Proposition) in a much cleaner and
visually pleasing way. ZOLO gained an overwhelming interest from
food suppliers with 80% signing up upon the first pitch.”
Mrat Yussubaliyev
Co-founder & Business Director, ZOLO
The Challenge
ZOLO's low conversion rates for sign-ups indicated friction points in the user journey.
01
Unclear information about ZOLO’s services caused user confusion, making it difficult for users to
understand the offerings.
02
Missing contact information made it hard for users to contact ZOLO representatives, leaving them
unsure of how to proceed.
03
The lack of social proof led users to question ZOLO's credibility, causing them to hesitate to sign up for
its services.
(Note: These were three out of the five issues identified from our research related to low conversion. The other two issues included a serious tone that did not resonate and
visual dissonance that caused user confusion.)
How might we redesign ZOLO's website to help potential customers better
understand ZOLO's offering, so as to drive conversion?
Research
To understand the
reasons behind low sign-ups
, my team and I conducted comprehensive research, including surveys,
user interviews, usability testing, and an analysis of competitor offerings.
Surveyed 34 users, including
F&B suppliers (primary focus)
and individuals from other
industries, to assess the
website's user-friendliness for a
diverse future user base.
Interviewed 5 F&B suppliers
from the small and medium-
sized enterprise (SME) sector
to understand their frustrations
and usability challenges with
the website.
Conducted a competitive
analysis of competitor
websites, identified
improvement opportunities,
and gathered valuable insights
to enhance the website.
Here's a glimpse into my design process for this project.
This research approach enabled us to identify user pain points and understand their underlying causes,
empowering us
to develop strategies for improving the ZOLO website.
Leveraging insights from competitor benchmarking, I then led my
team to implement a website redesign that prioritized user experience and aimed to drive sign-ups.
Insights & Recommendation
Insight 1
ZOLO’s website failed to communicate its services. While 88% of users understood
the basic concept of ZOLO's offerings, 82% found it challenging to understand the
services and benefits offered by ZOLO due to readability issues and unclear
information provided.
The original ZOLO website before the redesign
Not knowing who was behind ZOLO and who it was designed for made
82.4% of survey users (n=34) feel unsure
and hesitant to sign up
.
Usability testing and user interviews further revealed that users couldn't immediately understand ZOLO's core service
without scrolling down the website. The lack of specifics about how ZOLO works and its user benefits resulted in
confusion among users regarding its offerings.
The original ZOLO website before the redesign
Unclear information on features like '50 broadcasts per month' and '30k messages per month' further added to the
confusion.
This ambiguity led to an impression of incompleteness, impacting user trust and decision-making.
The original ZOLO website before the redesign
Interviews with users revealed that ZOLO's current website
may not effectively communicate its services and unique
selling points (USPs) to users.
“An intro would be helpful as I only understood what ZOLO offers towards the end of the website.”
“It took me a while to understand what this website offers.”
“Make it clear who the website is for like it’s designed for restaurant owners and chefs.”
“The website copy should be clearer for customers who skip the video or didn’t notice it. I only understood the product
offerings after watching the video.”
Insights from user research with salad artists we surveyed and interviewed
Recommendation 1
Enhance user understanding of ZOLO and its services through simplified language
and a clear hierarchical structure, addressing user confusion and improving website
readability.
Revamped website with a clear value proposition and a hero image.
•
Display ZOLO's value proposition above the fold with concise messaging and a hero image that reflects the
primary service, to provide users with an immediate understanding of the core service.
Revamped website with clear value propositions and scannable content
•
Communicate the benefits of ZOLO's services and value proposition clearly by providing time-saving benefits
and detailed information on its features and functionality.
•
Prioritise user-relevant features like Text-to-Order (favoured by 80% of users) for easy discovery.
Revamped website with clear value propositions and scannable content
•
Enhance user understanding of ZOLO and its services through founder and customer stories that showcase
memorable values.
Revamped website with clear value propositions and scannable content
•
Include a "Sign Up" CTA to encourage users to sign up for a free trial to experience firsthand how ZOLO can
streamline their operations and empower informed decision-making.
•
Offer users the flexibility to choose the ZOLO plan that best suits their business needs with transparent and
flexible pricing plans.
Outcome
After restructuring the website content, our recent usability test revealed that all users found it easier to access
information about ZOLO's services and benefits.
Learnings
01
Personal growth in leadership
Leading a UX project for the first time was challenging and enlightening. The experience taught me the importance of
collaborative decision-making: By leveraging diverse perspectives from my team, user feedback, and stakeholder input,
we navigated complex challenges and delivered high-quality solutions within tight deadlines. This collaborative approach
improved our outcomes and enhanced my leadership skills, teaching me to balance speed with quality and adapt our
strategies as new information emerges.
02
Testing early and often
We could only conduct three pre-launch tests due to the tight timeline. Despite the limited testing opportunities, we
gained firsthand experience of how identifying usability issues early, even during the wireframe stage, could have saved
us time and effort later on. This experience highlighted the importance of prioritising early testing whenever possible in
future projects.
03
The need for clear communication with the client and teammates
Managing a part-time team while holding a full-time job initially felt overwhelming. Keeping everyone informed and
aligned became my primary concern. To address this, I started holding regular check-ins with my team and keeping
clients updated on our progress. This experience deepened my understanding of effective leadership, from managing
expectations to ensuring everyone felt heard and valued. We successfully delivered the project on time, and I’m super
grateful to my amazing teammates for this incredible learning experience!