Toyga re design Landing pages.
Design problems are not always aesthetic.
I decided to tackle the problem by using the design-thinking process, which applies not only to design, but also to any problem that needs solving.
Diamond 1, First part: Discovery
Brief
Introduction
In the financial market, events or facts influence the market’s volatility: A snowstorm in NY would bring down Wall Street since operations would be shut down, but it can boost Tokyo. A devaluation of the Ruble by the Russian government would bring down Russian gas companies, while a country like the UK leaving the European Union can boost the bonds of that country.
A company landing page can attract users/customers and future investors based on the strengths of the company and these financial/economic events.
Problem
According to the brief by the Marketing VP, LPs are efficient when it comes to traffic, but generating each of them would take between one and two weeks until they came online in all 7 languages commonly used by the company in its operations.”
Challenge
The challenge was to create a design and construction process of a LP in 3 days for 7 languages.
Research
Product analysis
The first thing I researched was the process and metrics of the LPs. I wanted to know whether the two conclusions contained in the brief were valid:
1) Were the creative and construction process an issue?
2) Were the LP efficient?
The result was clear, all of these were problems. Even the Brief. LPs were not efficient, there were works that would never come online, there were designers working hours as developers and, more importantly, there were not focused on the user.
These are some conclusions that arose out of analyzing the process.
Interviews
We performed 3 Zoom interviews with company clients who got to it through the Landing Page. We focused on finding out what information they valued when trusting new investments and new companies
In this way, we found two different aspects. On one hand, the company’s legal standing and reliability, and on the other, the veracity of the information provided by it.
It is highly important for the clients that European financial regulations to certify the company. As a result, clients feel that they have someone to turn to for claims and a government body that supports them. Furthermore, customer service and a personalized care were a priority when it came to feeling safe.
A truthful and accurate information is essential for investments. In Finance, there is a myth that says that information is money. Information is the key to seizing good moments.
Diamante 1, Second part : Define
Problems
It si now time to define the issues.
What are the problems, hassles, obstacles and frustrations of our Personas in relation to this matter?
Jointly with the team, I sought as many problems as possible using the 99 problems in 10 minutes method, and I sorted the relevant results as follows in order to vote on which one we believe is the most important problem that will lead us to a solution.
Opportunity
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Missed opportunities
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Missing out on good investments
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An opportunity being a lie
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An offer not being clear
Trust
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Mistrust in the company
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Doing it through credit card
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Not getting my money back if I have earnings
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Not believing what it says
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Getting robbed
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Giving my email
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Being embezzled
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That it is unlawfu
Understanding
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Not understanding what is happening
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Being unable to use the tools
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Being unable to verify at all times
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Not knowing what to do
Money
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Money, it is expensive
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Investing little money due to mistrust
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Losing money
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Lack of money
Framing the problem
Once the problem we are going to work on has been chosen, we can frame and describe our problem based on two methodologies
4W Approach
Who
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Investors
What
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Losing good investments
When / Where
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At this moment
Why
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Seize opportunities to earn money
Our problem can be framed as: Investors miss the best opportunities to earn money
HMW / how might we
The HMW exercise posits a myriad of questions regarding the possible solutions we could implement as part of a brainstorming session.
HMW attract new investors?
HMW get them to discover opportunities linked to financial successes?
HMW get our investors to trust us?
HMW achieve a fast but precise and assertive LP?
Diamond 2, First part: Idealization
Idea
Now that the problem’s hypothesis has been proposed, and using the how as a basis, we start with the idealization stage of the double diamond
We engage in a brainstorming session as per a “100 ideas in 10 minutes” format with designers, copywriters and developers.
Over 30 viable ideas emerged, which I grouped into 4 subjects
Content
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Shorter LPs
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LP with assertive information
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LP company information and opportunity information
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LP with video explaining the opportunity
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Creativity Ideas
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LP with short texts
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Standardize messages
Trust
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Prove to them we are trustworthy
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Security template
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Make video on security with influencers
Legality
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Explain Security
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Explain cysec
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Legality template
Technology
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Emails
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Messenger pigeons
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LP on Facebook
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LP with highest-performing assets for the week
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LP with graphs
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LP with live data (more technology)
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Purchase assets from the LP
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Build faster
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Create templates on Elementor
MatriX
I grouped the selected ideas in a matrix to assign them an importance and priority and thereby formulate an idea to t
I
m
p
a
c
t
Do Now
- LP with company information and opportunity information
- Explain security
- Explain cysec
- Build faster
- Security template
- Legality template
- Use Elementor
- Create templates in Elementor
`Make a project
- LP with live data (more technology)
- Make video on security with influencers
- Make video on security with influencers
Make a task
- Link to cysec
- Emails
- LP on Facebook
Forget for now
- Purchase assets from the LP
- LP with short texts
- LP with video explaining the opportunity
EFORT
Idea
Finally, we arrive at an Idea to be implemented:
A LP with sections related to the company, regulations and security in the form of a template and a heading that changes depending on the product.
This Idea affords the following three benefits
-Reducing the work of the copywriter, designer and translation to just the LP’s heading
-Save time to be used on the header, which is the most hard-hitting section.
-Reduce translation costs. We go from working on 1500 words to no more than 100
Diamond 2, Second part: Implementation
Medium Fidelity
We start working on a medium-fidelity wireframe and on ordering the sections
In the first section we have the marketing area and the registration form, which contains the certification of the regulation and link to legal notices as per the regulation
Explanation regarding how to open an account in just 3 steps
Characteristics of the regulation and of different tools that make online trading easier
Advantages of investing
The footer contains all the company’s information including its address, email and phone.
Link to legal terms and risk notices
Implementation
We have changed the tool to build the LPs in WordPress. We started using Elementor, which has a much lower learning curve and a myriad of plugins and add-ons for easy and quick creation.
We found Elementor to be much more reliable and it reduced developer consults
The implementation has been converted to a loop, since we now work on the ideas of
1 Building
2. Testing
3. Repeating
in search of the king of LP templates
In this way, we have been changing texts, section locations, form types, etc. And Testing
Conclusion:
Now we can build a LP in English in under a day. The first one we completed in that timeframe was the Airbnb IPO. And the translation were operational within 3 days.
Conversion numbers improved and became tidier. We now talk to each user in their language.
For copywriters and designers, making a LP is no longer a headache. And traffic representatives are happy to have the works faster.
And, most of all, we have a user-oriented product!