Qulture.Rocks
Tool #1 in Performance Management
Product Designer
Product/MKT
Year
2023
Overview
How is our website's performance?
Together with the marketing team, after a round of discussions about the homepage and analyzing some data, we came to the conclusion that the previous version of the Qulture.Rocks website did not present information clearly enough for our users. The structure and text of the page had remained the same for a long time, and no alternative structures had ever been tested. The timing became an excellent opportunity to propose a new homepage for the Qulture.Rocks website.
Problems
Unclear and uninformative communication
Compromised page information architecture and use of outdated branding
Lack of essential information for new customers
Solutions
Revamp and revision of all website content
Proposal for a new structure for Qulture's homepage
User research to understand new user needs
Scope
Just the homepage, it should be simple, right?
At first glance, proposing a new homepage might seem like something simple and easy to solve. However, what we wanted was much more than a regular homepage. We aimed to communicate more directly and effectively with our audience, which, as identified in our research, often wasn’t entirely clear about how Qulture.Rocks' products could help their companies. With this in mind, we began brainstorming the structure of this page.
Wireframe
Starting off right to get everything right :)
Now that we had defined our focus and discussed the structure we envisioned for this homepage, it was time to bring the ideas to life and create low-fidelity wireframes. This step allowed us to make the concepts tangible and relatable, so we could share them with the team.
Conclusion
A few tests later...
After this entire process, it was time to add personality and a bit of Qulture.Rocks to everything. One of the premises from the very beginning was to make our website communication lighter and visually more appealing, completely detaching from the old sports-focused branding that was previously used.
The colors and elements on the page convey a sense of dynamism and direction, designed to reflect how Qulture positions itself:
“We emerged out of dissatisfaction with traditional people management and believe that strategic, data-driven, and humanized management makes all the difference in team performance and driving results.”
Key Metrics
7%
improvement in conversion rate from a page with a total of 800,000 visits.
16s
of loading time reduction compared to other sales pages.
