Privo: A Case Study

The Problem

Privo IT is an Amazon Web Services (AWS) consulting firm that designs and manages AWS environments. Despite a stellar reputation and growing awareness within the field, Privo's website was underperforming and struggling to bring in qualified leads. Their goals were to improve brand awareness and reputation, increase qualified leads, and establish themselves as leading professionals in their field.

The Solution

A clean modern website that encapsulates Privo's personable and high-energy brand identity while strategically guiding visitors along the buyer's journey to conversion points.

My Roles

UI/UX Design | Brand Design | Project Management | Dev Support

Employer

Revenue River

Strategy

All stakeholders were initially interviewed, and we added Google Analytics and Lucky Orange tracking so that I could research how users were using the current site. Data collected was used to build out buyer personas and Buyer's Journey storyboards.

As part of a team of designers, marketers, and developers, I helped build out a comprehensive strategy that focused on enticing visitors, and leading them through easily-consumable content to an eventual conversion decision. This was a full team effort that included feedback from marketing, SEO, and sales specialists.

Brand Refresh

One of Privo's pain points was their brand failed to encapsulate their professional, friendly, and high-energy culture. To solve this, I focused on a clean modern layout with splashes of bright, energetic colors and a fresh custom icon set.

Design and Production

After presenting our strategy with wireframes and visual references, I built out a series of high-fidelity mockups on Adobe XD. Upon client approval, I managed an overseas development team through the construction of the new website, which was built in Hubspot. I was responsible for ensuring timelines were met, walking the site through several iterations, initial design and development QA, and updating / editing code as needed.

After the initial site was complete and had gone through several phases of internal review and QA from the entire team, I presented the project to the client. After two rounds of client revisions, I oversaw the launch of the site.

GDD Analysis and Continual Improvements

After the launch of the new Privo website, I spent a month gathering data to analyze the site's initial performance and rule out any potential for performance issues. I created a 30-Day Post-Launch doc to detail my initial findings along with recommendations for areas that we could improve upon.

Three months after launch, I created a Growth Driven Design Analysis, which took an in-depth look at site performance, viewer demographics, top-performing pages, traffic, and conversion point usage. This set the groundwork for continual improvements for the website while documenting measurable metrics for me and my team to expand on.

Key Takeaways

I was proud of the end result of this project, and enjoyed the opportunity to work with a team of highly effective individuals. According to my analysis, the new Privo website improved bounce rates of key pages from 72.74% to 53.7% and increased qualified lead conversions by 20%. The Privo team was thrilled, and I was able to secure a 5-star review for my company.