A Redesign for 7million Users in 190 Countries
Redesigning a great product requires 3 things: deep research, attention to detail, and keeping things simple. This helped to scale a product from 0-7 million customers in 5 years.
My Experience
Some months ago a recruiter from a top video editing company — Invideo, reached out and ask if I’d be interested in working with their team to do a major brand redesign and their website is going to be one of the first items to be redesigned.
Of course, I got interested. Nothing interests a designer than being part of something new, that way we get to explore new ideas and concepts.
I joined the team and got the opportunity to work with an Ex-Google design lead with 2 decades worth of design experience, several designers who have worked in fortune 500 companies, and other amazing product managers who deeply cared about the product we were building for the millions of customers we were serving.
Why the Redesign?
For starters, we needed to do a redesign for a couple of reasons. First, the pages were no longer looking visually enticing as we would love, next we needed to boost our conversion funnels, and lastly our color scheme needed to be updated to make content more engaging, beautiful, and appealing to our millions of customers accessing our product in different countries and languages.
Apart from that, Invideo was founded in 2017 and since then it has seen really exponential growth — from a few thousand to now millions which is just crazy! So in other to keep up with this growth we needed to constantly evolve our product to meet up with the latest features and trends in the market and our web pages were long overdue for just that.
The Process
To get started, we had two focuses in mind;
- Make a new logo
- Redesigned look for all the web pages.
New logo: The goal was to come up with a very simple, type-based logo. It should follow the same ‘fish-like’ pattern but have a whole new look.
Webpages Redesign: We wanted a modern, engaging, and catchy page. Something that tells the story more visually.
Criteria & Conditions
- Everything needed to be done in Figma, not sketch or Adobe XD
- For the type, we were to use Inter as it’s a simple type that is available in almost all OS
- More responsive layout for all major device types; monitors, laptops, tablets, and mobile devices
- Design multiple wireframes and prototypes to run user testing
- Motion elements
- Limit a page content to 7 or less
Important to note for content and SEO: Numerous changes all at once could affect our SEO. To cater for this edge case we needed to roll out changes in phases. This is important so that we can hit our goal to increase conversions on signup.
One thing we needed to keep in mind was that we were designing for a large demographic; UK, Germany, Russia, …etc, and that means our design decisions will be reflected across 100s of pages so this was certainly a costly exercise that needed to succeed.
Priorities
- To improve signup rate to 65%. Currently 25%
- Add bite-sized quick help guide
- SEO and performance should be at the core front
- Promote the social media pages as this will lead to video creations
- Generate sales through pushing for webinars and quick 1:1 calls
- Show important features + pricing
- Showcase Filmr, the mobile app for Invideo
Research: We ran several A/B testing as well as a ton of research with our competitions like stripe, veed, frame.io to mention a few and we also had sessions with our customers to get their thoughts on improvements they’d also care to see. The data we gathered was really helpful and aided our decision-making process.
Brainstorming: We had to filter through the many improvements we identified and focused on the most important ones that would actually help us hit the bottom line. This made us have several long sessions with many teams; product, engineering, marketing, executive, as well as other key players too.
Iterations: Several designs I thought were amazing were actually scrapped especially when the data showed that it wasn’t the best approach to solve a particular problem.
A key example was the Pricing section on the main home page. This section alone went through 20+ iterations before we agreed on this final version we have live on the website.
Not to mention the countless others we had to review just like that. The goal was to deliver only the best and anything short of that was taken down completely.
Testing: Our QA testers played a key role in this regard. From testing the website performance to its accessibility to ensuring consistencies with the actual designs on the Figma prototype.
Reviews: Updates was usually shared with the leadership/executive team to ensure that the design is consistent with the overall business goals and if there was any push back, we tried to hear their perspective and either help them understand why a certain design direction was taking or figure out how to improve our designs to better communicate the business goals.
Internal launch: We had an internal launch of the first version where the CEO announced to the team the newly redesigned landing page and urged all employees to explore it.
External launch: Shortly after, we rolled out the new designs live to the public which was really exciting!
It was really cool to see the positive reactions of thousands of users and also a happy moment for me and my team to see what we’ve been working on for the past month now live for the public to enjoy.
Here is the before and after of the landing page!
Learnings: Even though we wanted to change the look of virtually all pages we came to realize that we needed to pace these changes so our customers can keep up and wouldn’t be fed with every change at a go that could potentially end up hurting us on the long run.
So rather than rolling out the new logo with the new update, we decided to leave the old logo. The idea was so that we could allow our users to get adjusted with the new changes first then after a few months, we then add the new logo as well as other minor updates
Impact: At the time of writing this, the new changes was just shipped live a few days back. Based on the data gathered so far, we expect the conversions to be up by 20% by the next quarter. This section will be updated as more data are gathered.
Team: We are a team of 56 designers working in several sub-department across different continents. I am personally working under the product growth design team that is specially responsible for new design updates like this.
At the time of writing this, we are nine scattered across 4 continent with me being the only designer from Africa.
Conclusion: It’s indeed a privilege to work on such a massive project. It is my hope that these updates help add millions more customers and I hope you’ve been able to learn a thing or two on the process that goes into designing for a very large customer base.
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