Storytelling for Business Intelligence: Savant Website UX Case Study

Link to the website: https://www.savantlabs.io/

When Savant Labs approached us with the task of redesigning their website, it seemed to be a straightforward and simple task. But that was one of the many misconceptions I would have throughout this project.

Banner Image

My Role

This was the first project for which I was responsible all the way from Project Management, Research, Content Strategy, UX Design to Visual Design. I worked along with a Sr. Visual Designer who was responsible for designing the final illustrations and icons for the web app as well as, the website.

What was the need?

We began work with in-depth stakeholder interviews and a bit of desk research to uncover the need for a website redesign.

Business Goals:

1. The old version looked tacky
2. The website design needs to match the web app aesthetics (designed in-house, but by another team)
3. The messaging on the old website did not convey the value proposition of the product rightly.
4. Users need to be convinced that Savant is better than other products on the market.

User Goals:

1. Understand the value proposition of Savant
2. Understand why Savant suits their needs
3. Sign up for the demo

How did we conceptualise the website?

The next step was to understand the product and for this, we actually went through the product and tried to accomplish sample tasks. We also had a session with the Product team wherein they explained the length and breadth of their product.

We studies several competitor products, prepared mood boards, defined user flows and held a meeting with the stakeholders every week to make sure we were headed in the right direction.

Landing page design

Key Takeaways

• Different stakeholders want the website to do different things, so it was key to align all stakeholders so that they expect the website to achieve a set of things that were mutually agreed upon.
• Content plays a huge part and it is very important to clarify the meaning and value of each paragraph on the website.
• Content interplays with the diagram/illustration design and the latter takes a lot of time to produce considering the amount of explanation and breakdown that goes into each element.
• A lot of effort goes into understanding and wireframing diagrams so that they make sense and convey meaning to the users.
• A content-first approach works much better for websites such as these.