eSkyCity + VE

Reduced Page Load + Increased Conversions

An old website seeks a smart design uplift

"What does it take to generate more leads? Will recreating a website be enough?" Carrie came to us with a lot of questions and with an old website

Her goal was to

• Redesign the website.
• Create an interactive platform.
• A smooth user experience with a reduced page-load time.
• Empower new and expectant mothers by motivating and mentoring through online classes and meetups.
• He set aside his presumptions and put users first to build empathy.
• Apart from creating brand awareness, visual consistency also develops brand recognition. So, while designing and developing, he tried keeping the look and feel consistent, from landing page to signup, to make the users recall and return to the same page again.

User Experience + User Empathy

Visualizing user attitudes to understand challenges

The message from Carrie about the user experience was clear. The site was:

• Hard to navigate.
• Tough to update.
• Slow to load.
• Doesn't go with the brand.
• Wasn't aesthetically pleasing.
• Lacking emotional connection with the users.

To ease off these pain points, the VE resource had to work closely with multiple key stakeholders, craft a more organized information architecture, and create a delicate balance of scientific facts and empathy - quite a challenging task.

Setbacks + Opportunities

How Carrie’s Virtual Employee didn't let a crisis go to waste

One of the design challenges for the website was to develop something more inclusive and creative but also stay within the brand guidelines, which wasn't easy at all. But for Raghunath, Carrie’s virtual employee, no challenge was too difficult. He's the man behind the project. Raghu understood the significance of turning an old website into a digital experience and realized that along with creating a clean user experience, adopting a Design Thinking mindset was going to be the key. And what could be more appropriate than forming empathy at every opportunity (pages, images, and even CTAs), knowing customers on an emotional level, and utilizing this empathy to make intelligent design decisions and create innovative functional design changes? This was when he became a part of an extraordinary journey. And the client loved it when the plan came together.

• From the outset, the resource had to make sure the elements he was creating made sense when it came to providing online courses for parents.
• After a few days of brainstorming, he started developing the website focusing on several primary aspects. He worked on designing a clutter-free website for an extensive set of visitors ranging from expectant mothers to super moms (aren't they all?).
• A big chunk of his effort was spent carefully crafting highly interactive pages with training videos and webinars through an easily understandable design language.
• He set aside his presumptions and put users first to build empathy.
• Apart from creating brand awareness, visual consistency also develops brand recognition. So, while designing and developing, he tried keeping the look and feel consistent, from landing page to signup, to make the users recall and return to the same page again.

10 Years' Experience + 150 Websites

The man behind the curtain

Could a real Van Gogh hanging without a frame on a dump wall of a food joint give the same self-contained experience and sheer thrill as it does in Musée d'Orsay? "It doesn't," says Raghunath, Carrie’s exclusive VE resource. "Similarly," continues Raghu, "a website that doesn't run across multiple platforms, forces the user to redirect to his browser just to get more information, or lags because it requires a different hardware requirement can detach the users from a brand." He believes that design can only create an impact if only it connects with human emotion and serves as a unified set of experiences. And he aimed to work with that experience to create a brand-new website that utilizes empathic design approaches to connect with the audience.

Raghu's involvement was more than just finding solutions to Carrie's problems. He responded to her dream of reinventing a web platform that focused on educating parents and went above and beyond to support her customers, recognize care gaps, and respond to their 'emotional calls.' So instead of only focusing on developing a website that would help increase user registrations, he zeroed in on bringing emotional value to the brand. His goal was to help Carrie to create a lifelong bond with our customers and leave a meaningful impact through a stunning website.

Now + Beyond 2022

Looking ahead: Goals for 2022

Since migrating to WordPress, the client has been able to launch new courses and videos without experiencing downtime or site crashes. Despite all of the challenges, we have had a successful year for eSkyCity — and the client has plans to build on that success throughout 2022.