xMatters partnered with Atlassian to provide an industry survey for DevOps teams to help them understand their maturity within the field, which we transformed into an online resource, the DevOps Maturity microsite.
The first goal was to leverage the Atlassian survey and web traffic to build awareness for the xMatters product, and create a dynamic and interactive quiz of DevOps survey content. In between each section, we would provide relevant information about their maturity level within the industry. As a final step they would provided with a downloadable report, which would capture qualified leads for the xMatters sales team.
The website redesign project was a key part of a business pivot from a sales-driven customer acquisition process to an user-focused, freemium-to-paid SaaS model
The xMatters website was part of the legacy business model that served as a brochure for potential customers who had already spoken with a salesperson about what xMatters could do for them. For a user searching for a tool like xMatters, the website provided little to no context or value about what the product did and didn't convert any web traffic.
xMatters incorporated a product strategy to introduce a trial-based offering, so the website was vital in addressing their needs and guiding them to sign up.
We began the project by performing user testing on the existing website to determine overall impression and discover usability issues with our key personas. We learned that users did not understand what our product did, and the copy was confusing. The site did not establish enough trust for users to sign up for a trial.
Based on what we learned from the user testing and our analytics, we knew we needed to improve mobile usability and UX, so we focused on mobile-first wireframes for review with various stakeholders to get sign off.
We also created Style Tiles for quick feedback on visual design elements and look and feel before polished mockups. Finally, I worked with the Graphic Designer to give creative direction for new, more easily understood illustrations that complemented the web copy.
Once we had several critical pages established, I worked extensively with the developers to implement new designs. To help bring standardization, consistency and help several authors create content on the website, I made a Design System to help the organization understand how to contribute and style the website.