Project Overview
The Problem
Mobilize, an AI agency specializing in voice solutions for customer service and B2B marketing, had an outdated 2015 website that needed a modern overhaul. As the sole UX Designer, I was tasked with revamping the site from scratch, without a design system or style guide. This project was my first real-world design experience and carried significant responsibility in leading the brand refresh.
My Approach
I led a brand overhaul for Mobilize to ensure their website reflected their cutting-edge CX technology. Leveraging my experience as their former sales representative, I focused on addressing common customer concerns about AI call center technology. After conducting research and designing the new site, I tested it with real users to gather feedback, refining the design and eliminating friction points. The goal was to enhance the user experience and drive more contact form submissions.
Key Objectives
Lead Brand Evolution: Oversee the brand refresh to ensure the website design reflects business goals and strengthens the brand identity.
Develop Clear, Persuasive Copy: Write concise, engaging website content that clearly conveys Mobilize’s AI solutions and their unique value.
Collaborate with Sales & Leadership: Work closely with the Sales team and COO to tackle key customer concerns and refine messaging for clarity and impact.
Build a Scalable Design Framework: Develop a comprehensive Design System to simplify future updates and ensure design consistency across all pages.
Apply User-Centered Design Principles: Incorporate UX principles to create intuitive, engaging design solutions that prioritize the needs and behaviors of users.
Research & Discovery
Understanding the User
I began my research by meeting with the COO to gain a deeper understanding of the key customer objections the website needed to address. We identified concerns such as the perception that AI voice solutions sound too robotic, the high cost of investment, and competition from more affordable alternatives. As I delved into these objections, I realized that the primary challenge was overcoming the belief that AI in call centers is impractical due to its robotic nature. To better understand the user's perspective, I conducted additional research into how our target audience viewed AI technology and its applications in customer service. This insight led me to the conclusion that positioning AI as a more human-like and effective solution would be critical to reshaping perceptions and ensuring the site’s success.
Competitive Analysis
After researching AI customer service websites, I found IBM's site to be an ideal model. It addressed common user concerns, such as long wait times and lack of personalization, by positioning AI as an efficient, human-like solution, supported by a sleek, user-centric design. What truly struck me about IBM's approach was their deep understanding of user psychology. They anticipated common user fears and concerns and proactively addressed them through clear messaging, reassuring visuals, and real-world examples of success stories. This insight into what users needed to feel confident and comfortable with AI was invaluable. Inspired by IBM, I applied a similar approach to redesign Mobilize's website. My goal was to reassure users about AI's practicality and personalization by creating clear messaging, relevant examples, and a visually appealing, intuitive design that addressed their concerns and built trust.
Website Development
Working with Webflow
Webflow’s speed and customizability were key advantages in developing the Mobilize website, given the project’s tight timeline and complexity. Its intuitive interface allowed for rapid development without sacrificing quality, enabling a clean, user-focused design. Webflow’s flexibility also made it easy to create custom interactions, responsive layouts, and a seamless user experience. The ability to quickly iterate based on feedback ensured the final site met both business goals and user needs, resulting in a visually stunning and highly functional website.
Testing & Optimization
Ensuring Usability and Satisfaction Post-Launch
Once the website was live and fully functional, I moved on to testing the design with real users to ensure it was meeting their needs and expectations. I recruited six participants for the study, carefully selecting individuals who matched the profile of our target audience. To gather in-depth insights, I conducted moderated interviews, allowing me to observe user interactions with the site in real-time and ask follow-up questions to probe deeper into their experiences. During the interviews, I focused on measuring the usability of the site, looking at factors such as ease of navigation, clarity of messaging, and overall user satisfaction. I asked participants to complete specific tasks on the website, such as locating key information or submitting the contact form, while I observed their behavior and noted any difficulties or confusion.
