OneStopMarketing.com
Overview
OneStopMarketing.com is a one-stop shop for assisting businesses with their Internet marketing and promotional needs. The site offers a range of services from search engine submission to web design assistance for businesses.
The Business
An Internet venture fund wanted to launch a web start-up that gives businesses useful, rich, and simple tools for their Internet marketing needs. Targeted to customers with no website or those whose websites are low on visitors, OneStopMarketing.com provides them with services and recommendations on search engine optimization, promotion, and other aspects of Internet marketing. Although services like this already exist, most are targeted to businesses that have experience with web marketing, while OneStopMarketing.com is aimed at users who have little or no experience.
This group of private investors had already launched a series of web projects, mostly e-commerce. This allowed them to not only understand how this market works but also understand that without a well-defined user interface and functional specifications, it's easy to have an unjustified budget increase and loss of time. This is usually a result of unresolved issues appearing during the development process. Moreover, since they're targeting non-Internet marketing professionals, OneStopMarketing.com needed to help these customers understand the subject without too many details. That was a usability issue and the reason the venture fund group turned to UI Modeling Company.
The Solution
A marketing study had already been conducted when UI Modeling Company started project analysis. This helped us know more about OneStopMarketing.com competitors, customers, and market niche. It was easy to work with a tech-savvy client that also had successful experience in web development and a clear vision of the product they wanted to have. So the analysis was effective; it allowed our specialists to make page flows and navigational maps that cover all the necessary functionality.
With a detailed scope based on page flows, UI Modeling Company started to design a detailed page layout in the form of wireframes. One of the main tasks was to present a host of utilities that the product provides in the form of joint process. That's important to make the user understand how each feature is used and how it will affect website promotion — and understand it without having any deep technical knowledge. This was why wireframe creation was such a complex process — we put page controls or links around each feature not only to measure whether or not they're necessary and important, but also to understand what makes one page associated with another and show these connections in an obvious (or not obvious) way. These principles kept UI Modeling Company focused on user and business goals, making each page element help achieve these goals. To find out if there were any usability problems, an internal usability test was conducted. As the result of this test, utilities workflow was improved.
The wireframe design resulted in a clear vision for the user interface — and it allowed us to write a detailed description of how it works. Use cases had defined user interactions on every screen of wireframe set; the software requirement specification described an internal login of UI. The resulting user interface production manual was cross-referenced for better reading and delivered to the client.
The Result
The client received not only a description of functionality, but also a vivid description of how user and business goals would be achieved. This easy-to-use product will allow them to attract more low-experienced customers and keep them coming back. And the set of OneStopMarketing.com tools will help these customers develop their businesses.
Second, the client was then ready to begin the development process. Developers had clear instructions for how to implement effective and usable user interface, and project managers could evaluate precise costs and time requirements for development and marketing staff to prepare for a product launch.
The ROI
By creating the user interface design and production manual up front, the investor group saved money on development. But the most important result of the project was a usable and well-thought-out user interface that should lead to a high visitor-to-customer conversion rate.
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Project Overview
Client
Internet Venture Fund (USA)
Industry
Marketing, SEO
Project
Web Application Design
Project Duration
3 weeks
Services Applied
User Interface Design (Production Manual)