KEY
RESULTS

368%

increase in clarity of experience as reported by users.

238%

increase in efficiency of experience as reported by users.

10/10

task completion with vast improvements in efficiency on every task for users.

The Challenge

ICN Gateway connects suppliers to billions of dollars’ worth of project opportunities around Australia, yet prospective customers struggle to understand the value and benefit.

ICN approached IONYX with a public presence for Gateway that despite impressive usership, was showing its age and was not responsive for users on mobile devices. The IONYX User Experience team was tasked with uncovering what exactly was working and what was not with the existing state of the site and redesign a solution that addressed user needs.

MAIN PAIN POINTS
  • Value proposition not clear
  • Cumbersome onboarding process causing abandonment
  • Membership packages unclear
  • Expressions of interest are difficult to find

The Solution

To improve the experience of the website we recommended 1-on-1 usability testing with the prospective target audience to gain quantitative and qualitative insights to inform our designs. The following outlines our approach:

  • Benchmark usability testing with target audience on current state
  • Design an interactive prototype
  • Usability testing on our prototype
  • Iterations based on user insights

A showcase of rich storytelling

Users indicated that the most compelling way to communicate the benefit of the service was to showcase relatable case studies. Our design showcased rich and compelling stories from the outset and throughout the prospective user’s discovery journey.

User experience and responsiveness at the core

Our design is fully responsive with careful consideration to highlight and promote key information for users on a mobile device.

The Results

After completing our second round of usability testing, the results on the proposed user experience in our prototype were overwhelmingly positive in both quantitative and qualitative measures.

368%

increase in clarity of experience as reported by users.

238%

increase in efficiency of experience as reported by users.

10/10

task completion with vast improvements in efficiency on every task for users.