Elea is an early stage startup that has a digital care management platform where parents of special needs children can manage their paperwork and find the answers they need efficiently. The cofounders wanted to redesign their website because of 3 reasons;
1: Their product offering changed.
2: Focus on parents, not providers.
3: The old website did not convert visitors into email subscribers.
This website did not convert well because the design was not aligned with Elea’s brand and the value was not clear to the user.
How might we help Elea create a website that feels aligned with their brand and converts visitors into email subscribers?
In this case study. I’ll walk you through my process, and how I redesigned their website.
Uncovering goals first, I asked the founders: what should this website do?They emphasized that building email subscribers was their priority. With primarily new visitors, the site needed to swiftly communicate what Elea is, their offering, and why visitors should care. Armed with these insights, I could now architect an experience to captivate and convert.
I knew that Elea’s customers were parents of special needs children but to craft personalized messaging and help the startup’s brand, I would need a persona that would tell me what their motivations, goals, and behavior is. The entire Elea team worked together to develop this persona.
Before I joined, Elea was struggling to create a brand identity that their customers would be attracted to. They had a logo, a font, and a inaccessible color palette. Their messaging did not resonate with their target customers. To solve these issues, the team and I crafted an iterative brand deck that allowed Elea to be consistent, cohesive, and empowering to their customers.
After reviewing the initial wireframes with the rest of the Elea team, we decided to remove the Providers page because we wanted our focus to be on serving parents. We added a Resources page because we realized that it could add value to parents and give us an inbound marketing channel. I also updated the About Us page to include Elea's history.
I moved the website from a website builder called Duda to Webflow for better functionality. Duda had a basic blog template that did not allow for the variety of customization that I wanted. I used Webflow's built-in accessibility tools to verify the readability of the website met WCAG guidelines.
I set up Google Analytics on the Webflow site so that my team and I can measure website performance. Our KPIs were:
HotJar allowed me to see where on the page users were clicking and scrolling to. I could also view recordings of sessions which revealed where users were getting stuck or not seeing the value. I was able to change copy and iterate the website's design based on the data.
Elea created email campaigns to convert visitors into beta testers and newsletter subscribers. I was able to see how many people visited the website from the email campaigns and what drew them to our brand. We also sent out survey directly through email to get feedback on our beta products and website.
