ServiceNow

Background

ServiceNow

ServiceNow is a cloud-based enterprise platform that offers IT solutions like HR, ticketing, operations, CRM, and more. ServiceNow Digital Marketing helps build public websites that increasing potential customers, maintaining current customers, building trust, and reliability. Our team allows users overall user experience on the site by working with the visual brand team, SEO, business unit owners, content team, and developer team to launch pages successfully and achieve goals.

My Role

I am a UX designer in the UX team working with two other designers to take different projects and requests from different business units to solve users' problems and align with business goals. I improved UX processes, building and redesigning reusable components, redesigning the homepage, investor page, and product pages.

Problem Space:

The task is to create components that help the user quickly identify new features or products. The current one we are using is called the content block, which is overly large and does not stand out well against the other content. Existing components are not meant to be redirect attention.

Goal: 

• Increasing attention

• Increase CTR of the promotional component

• Decrease bounce rate

Define

Tackle Down the Problem

Understanding the landscape is essential. I talked to previous designers who worked on these components, and worked with business analysts to set up expectations, write down possible use cases and possible work resources. We need a component that is quickly catching attention and creating awareness, also fits all the requirements.

Current Design

Stakeholder Requirements

1. It needs to stand out like a promotion rather than the other story elements on the page.

2. Applying brand color, and typography guidelines.

3. Can not look like a banner due to banner blindness.

4. It should also apply to a situation like reports promoting, no image promotions, responsive to different screen sizes, and listed use cases.

• Product Release (i.e. New York Release)

• Live event (i.e. Keynote)

• Event Registration (i.e. Register for Knowledge 2020)

• Company Announcement (i.e. New CEO)

• Cross Sell (Now Creators)

• Featured Stories (Forbes Article)

• Survey (Request Feedback)

• Featured Reports (Download Gartner report)

• Webinar (Register, Watch webinar)

Iterations

I tried showing iterations and ideas to the stakeholders and team to get buy-in. In the end, we picked three that serve the requirements and purpose to conduct user testing.

User Testing

Testing Script

• Spend a few minutes to learn more about this product. Please think out loud as you review this page

• Without leaving this page, find information about the latest product innovations from ServiceNow.

• What section of this page was most memorable, and why?

• Finding the new release section was [7-point Rating Scale: Very difficult to Very easy]

• How would you rate the new release section? Explain your answer [7-point Rating Scale: Not very appealing to Very appealing]

• What do you expect to happen if you were to click get details? Standard website to visit and why?

Option1:

Not Easy to Find

Attention: User moved from this section.

Content: They thought it’s an event or conference.

Image: Too small.

Option2:

Confusing and lack of context

Attention: The user didn’t know what to do with the add button.

Content: It was not very clear, user did not think it is a new release.

Option3:

Final Design

Most recognized as Promo

Attention: Instantly know it is a promotion for a new product.

Content: It is vague, and does not add to the meaning.

Impact

1. Increased 20% of CTR

2. After added a real big image in context, CTR increased another 15%.

3. With tested content headline CTR increased by 30% PPV.

To increase the number of visitors, consistency, and conversion rate, we decided to redesign the entire website.  

Based on Adobe Analytics and Crazy egg, we conclude our first round of website model.

Analytics 

• The unknown, first-time visitor

• Return visitor

• Known account, first-time visitor

• Authenticated/logged in, non-customer

• Authenticated/logged in, customer

Metric Goal

• Decrease bounce rate by 30% ( Current bounce rate 60%)

• Increase CTR

• improve engagement

Story Goal

• Be a landing page for awareness traffic – including non-digital (billboard, event, ad, etc.)

• A starting place for the product journey

• Increase registration to critical events for targeted accounts

• Make sure strategy and design are global and work for all regions – easily translatable.

Focus on Prospected Users

Even though 40% of all site visits start at the homepage, our real target users are prospective users in the awareness stage. The rest of the 30% of traffic will drive away from the navigation, and 20% will immediately click the search.

• Pain points: 

  • Have a hard time understanding what product solution we offer immediately from the home page.

  • To get an initial introduction but could not find all product lists, choose to go with navigation.

  • Overly repeatable content, without a clear CTR and low exposure

V2: The quick links on the bottom get the majority of first clicks from users, and they said it is beneficial. So we moved the quick links to the top. 

I am keeping what's a new section due to the user's behavior on the site.

V3: Based on recent user testing, user reflects that autoplay is moving fast, and they have a hard time to read through it, and it was gone. So we changed it as filters.

Adding customer stories with ground evidence and added more customer brands on the page.