What is Rhythm Software
Rhythm is a company that specializes in association technology, offering cloud-native software designed to make the lives of both associations and their members easier. With over three decades of collective experience, Rhythm is on the forefront of technology and committed to continuously improving their offerings. They aim to provide a fully-integrated ecosystem that knows and connects users, allowing them to engage with their membership anytime, anywhere.
Category
Media Junction | Agency
Category
User Research
User Testing
UI Design
Project Definition
During the project kickoff meeting, we engaged with the Rhythm team to understand their specific needs, as well as the needs of their users. We asked questions about the current website's limitations and successes, and we discussed the various ways in which the redesign could benefit Rhythm and their users. We also worked to establish a timeline and set expectations for deliverables and milestones throughout the project.
Through the project kickoff and subsequent research, we were able to develop a solid understanding of Rhythm's requirements and design preferences, as well as the broader market and competitive landscape. This allowed us to move forward with confidence, knowing that our design decisions were grounded in a deep understanding of our client's needs and the broader context in which the website would operate.
Understanding the Problem
During the discovery phase, we conducted a comprehensive review of Rhythm's existing website, analyzing its structure, content, and overall user experience. Our review revealed several key pain points that needed to be addressed. One of the primary issues was that the website was unengaging, with a dated design that failed to capture the attention of users.
Moreover, the existing website was cluttered with a lot of information, making it difficult for users to find the product offerings they were looking for. This led to a poor user experience, as users had to spend a considerable amount of time searching for the information they needed. This, in turn, led to a high bounce rate, where users would leave the website without engaging with the content.
Another issue we identified was that the website did not effectively convey the strong branding of the company. This was a critical issue, as Rhythm had a unique value proposition and a well-established reputation in the industry. However, the existing website failed to communicate this effectively, which could lead to potential customers looking elsewhere for their needs.
By understanding these pain points, we were able to develop a clear plan for the redesign that focused on creating a more engaging, user-friendly, and brand-aligned website. We worked collaboratively with Rhythm to develop a design that would address these issues while also meeting the needs of their users.
Ideation
After conducting the research and stakeholder meetings, we held a design kickoff to begin the ideation phase. During this phase, we presented a moodboard and wireframes that were based on the findings from our research.
The moodboard session allowed us to explore various design directions, giving us the opportunity to go wide and broad and find the edges of what the stakeholders liked and disliked. By incorporating the stakeholders' feedback and my expertise in design best practices, we were able to hone in on a design solution that met the business goals and user needs while following best practices.
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High Fidelity and Prototyping
After conducting the research and stakeholder meetings, we held a design kickoff to begin the ideation phase. During this phase, we presented a moodboard and wireframes that were based on the findings from our research.
The moodboard session allowed us to explore various design directions, giving us the opportunity to go wide and broad and find the edges of what the stakeholders liked and disliked. By incorporating the stakeholders' feedback and my expertise in design best practices, we were able to hone in on a design solution that met the business goals and user needs while following best practices.
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Outcome
In the high fidelity and prototyping phase, we focused on incorporating BTB Security's brand identity and messaging into the design, using the updated color palette and human-focused imagery. We also took into account feedback from stakeholders and users to ensure a seamless user experience.
During this phase, we extensively tested the website's user flow and navigation, particularly on mobile devices. We made adjustments to the site's layout and menus to ensure users could easily find the information they needed with minimal resistance. As a result, the new website was not only visually engaging but also user-friendly, leading to increased user engagement and session durations on the site.
Overall, the collaboration with stakeholders throughout the design process and our attention to detail during the prototyping phase ensured that the redesign successfully addressed the pain points identified in the discovery phase and achieved the project goals.
