Emotomy
Website Redesign
Emotomy
Website Redesign
Project Overview
Northern Trust acquired Emotomy® Platform with Purchase of Belvedere Advisors LLC. Once the acquisition was complete, the Digtial Design and Delivery team was tasked with the challenge of updating the brand and marketing website. The goal of the project was to elevate Emotomy's holistic identity to better match the stlye of Northern Trust. It was important the brand was able to stand on its own, but also relate and look cohesive with the Northern Trust umbrella brand. It was also important that the new website clearly showcase users the values of the platform and which tools are most effective for their needs.
The overhaul of the website was a collaborative effort between myself, designers and stakeholders. The goal of the project was to increase organic traffic, enhance our content for SEO purposes and further build out the sales funnel for our users.
My Role
I was the researcher and project manager for the project. I kicked off the project by conducting qualiative and quantiative research through numerous methodologies. I collected, analyzed and then presented all research to fellow team members and key stakeholders. My research was utilized to drive all design and content decisions. I also served as the project manager. As the project manager, it was my responsibility to ensure open communication, strong collaboration, cross-team coordination.
Tools
- Figma
- Miro Whiteboard
- Project Specification Document
- Jira
UX Research
Qualitative Research
- Conducted stakeholder interviews
Determine Emotomy's market position and key values propositions - Coded and cateogized interviews utilizing an affinity diagram
Discover key themes and insights based on the different stakeholder perspectives - Participatory design workshops
Draw inspiration for the content and design from users and stakeholders - Conduct research on SaaS Marketing Best Practices
Determine what content users are looking for on SaaS websites and how to best showcase value
Quantitative Research
- Conducted a competitive analysis
Determine how Emotomy's values, design and usability stack up against the competition - Ran a heursitic evaluation
Determine where the old site had strengths and weaknesses within the 10 Design Heurisitics - Analyzed Google Analytic metrics
Understand how users were previously navigating the website and what content they are engaging with
Research Outcomes
- Information Architecture
I created a site map for the new website that included all necessary pages and how they connect - Content Recommendations
I provided insight into what content was engaging users, what content was missing and how to weave it into the new site - Stakeholder Presentations
I presented all UX research to stakeholders, designer and developers to provide insight into how data was driving all design decisions
Project Management
As the project manager, I served as the primary point of contact for stakeholders, held and ran agile ceremonies, managed the timeline and budget and ensured a successful launch. I created a project specification document for the project that would go on to serve as our template for all future projects. My role included:
- The creation of the project specification document
- Managing tasks in our Project Management Tool
- Organizing and scheduling our Agile ceremonies, including standups, demos, and stakeholder check-ins
- Managing the budget, timeline and team resources
The Final Website
As a team we succesfully launched a new Emotomy website that was data driven, eye-catching and responsive.
The Chairman's Award
I was awarded the Chairman’s Award - Northern’s highest level of recognition awarded to individuals who have been instrumental in the company’s success throughout the year, for my work on this project.
Key Metrics of Success
Positive Feedback from Key Stakeholder:
- Northern Trust's CMO, "Just a quick note to say that Liz and Andrew gave a great presentation representing their work on Emotomy and I am really happy with their approach, research and design. Both were also terrific presenters as well."
- An Emotomy Executive, "I cannot say enough times how blessed I am to work for such an amazing team of people.” And “I just showed the site to my family and our youngest daughter (15) said, “Wow...it looks just like Apple."
- An Emotomy Executive, "Thank you so much for all of your help during this website project. I definitely would not have made it without you and I truly mean that. You really went the extra mile and were an enormous help to me."
Strong Engagement Post Launch
- We observed an increase in traffic with 42% more page views than the previous period and a total of 6,932 site visitors (217% increase than the previous period)
- Average time on page increased by 3%
- Since event tracking implementation, the site experienced 262 website sign-ins, 62 ‘See It In Action’ clicks, 43 ‘Show Demo Request’ forms, and 20 ‘Submit Demo Request’ forms
- Average page load time improved by 47%, going from about 7 seconds to 3.6 seconds, providing site visitors with a more consistent and improved experience