Interaction Design Foundation Landing Page Redesign
Project Overview
The Interaction Design Foundation’s (IxDF) website is a leading resource for online UX design education. The project involved redesigning the IxDF landing page to give it a more professional, clean, and modern look, with the goal of increasing visitor interest and boosting signups.
My Role
Prototyping
User Research
Web Design
UI/UX Design
Purpose
The website redesign aimed to enhance the visual appeal and usability of the IxDF landing page while maintaining its original feel. It targeted UX design beginners, professionals, and companies seeking online education. The redesign addressed the need to improve user engagement and encourage more signups through a modernized, visually appealing design.
Research Phase
User Research
We conducted a competitive analysis to benchmark against leading online education platforms. Additionally, user interviews with existing IxDF users and potential learners provided valuable insights into user needs and expectations.
Pain Points Identified
Users felt the previous design lacked an updated and polished appearance. Information on the page was not well-organized, making navigation difficult. Visitors were not sufficiently compelled to sign up based on the landing page alone.
Old Landing Page
Visual Design
Design Principles
The redesign prioritized simplicity with a clean layout that minimized distractions and focused on core messaging. Modern design elements established trust and credibility, while strategically placed CTAs encouraged conversions.
Key Features and Innovations
The updated hero section featured a bold header with a clear CTA button (“Learn Design”) to immediately draw attention. Trusted brands were prominently displayed via global company logos to boost credibility. Highlighted courses with visuals provided quick access to popular learning opportunities. Responsive design ensured a seamless experience across desktop, tablet, and mobile devices.
Design System
Color Scheme
The color scheme used a white and neutral base to create a clean and professional look, while an orange accent color was applied to CTAs and important sections to draw attention.
Usability Enhancements
Improved navigation with clear menu options and intuitive scrolling guided users through the page. Key elements like certifications, testimonials, and CTAs were prominently displayed to maintain a clear visual hierarchy.
Landing Page Redesign
User Testing
Usability Testing
In one scenario, users navigated to find information about certifications. Feedback highlighted that certifications were easy to locate, but the text could be more descriptive. We enhanced descriptions to clarify certification benefits. Another scenario involved users attempting to sign up after browsing the landing page. While the sign-up CTA was effective, feedback suggested adding more testimonials for reassurance, which led to the inclusion of a “Success Stories” section.
Feedback
Users appreciated the professional look, responsive design, and clear CTAs. Areas for improvement included adding more interactive elements, such as videos or animations.
Responsive Landing Page Designs
Outcome
Success Metrics
The redesign resulted in a significant potential increase in signups. User feedback surveys indicated a 90% satisfaction rate with the new design.
Meeting User Needs
Simplified navigation and compelling visuals improved the overall user experience, aligning with user expectations. Highlighting industry recognition through trusted global company logos built trust and credibility.
Lessons Learned
Early usability tests provided valuable insights that shaped the final design. Showcasing industry trust through logos and testimonials had a significant impact and balancing content and simplicity ensured all key information was included without overwhelming the user.