ADIRIM
UX UI website design project
A business website for promoting the company and providing cyber security services
Background
Adirim is a cyber security small business whose mission is to provide professional services for both beginner and professional clients. This business is run by Itay, a cyber security professional who is passionate about training and is interested in earning additional income by providing services in his field.
Goal
-
Promoting the business and selling relevant services
-
Creating a place of information for those just starting out or who are wondering what information security is about
Role
Market and User Research | UX/UI Design | Web and Mobile Design | Microcopy
Problem
Up to this point, the business owner provided cyber services upon request, delivered tutorials and courses on demand.
In the current state:
Growth will be difficult for the business
The business has no goals or strategy
?
New customers could suspect the supplier isn't trustworthy
Challenge
Design a product that boosts the sale of services, while also providing a place for beginners to learn about cyber security.
Understanding the market opportunity
Looking into the relevant articles and stats, I learned that Israeli cybersecurity investments jumped 70% thanks to COVID-19, and that the government supports efforts to promote cyber security in Israel. Furthermore, demand for cybersecurity employees increased by 7% during 2020.
There are at present more than 400 companies in Israel that are involved in the field of cyber security, including large corporations and start-ups, in addition to companies in the defense-military-government sector.
Target audience
The business audience appeals to two different audiences at their professional level, so I developed two main personas: a user with experience in the field of cyber security (1) and one who is just beginning to explore it (2).
1 | Experienced in cyber security
Motivations
-
Lack of expertise in a particular field
-
Incapable of coping with his workload
Needs
-
Seeking relevant services
-
Interested in the owner's relevant experience
-
Looking for feedback from previous customers
2 | No experience in cyber security
Motivations
-
Aspires to work in an innovative and promising field
-
Have an interest in cyber security
Needs
-
Interested in getting to know basic terms and concepts in the cyber world
-
Interested in receiving relevant cyber security training from professionals in the field
-
Recommendations for former students
Frustrations
-
Not having any prior knowledge of cyber security
-
Concerns regarding the difficulty of the study material
Solution
Providing a comprehensive solution for setting up new habits or challenge a friend to start new habits together, as well as following a personal goal plan in order to improve the user's overall lifestyle.
User flows
Landing Page
A one-page site will deliver messages and calls-to-action to users quickly, which makes it easier to engage the site. As attention spans are getting shorter, it increases the likelihood of a user staying on the site longer.
Choosing a one-page design is another benefit when designing for a mobile version of the website, as users tend to have a better experience when they only have to scroll one page, same with social media mobile applications.
Wireframe
Final design
Landing Page - Mobile Version
With an increase in mobile device use, web content needs to be restructured in different ways due to the smaller screen size and constraints. A mobile version along with the desktop version was required by the client. Adapting it to significantly smaller screens required scaling down and simplifying the desktop version.
Additionally, I wanted to support mobile experiences by using a one-page site. The hamburger menu could undermine navigation discoverability by hiding key sections that mobile users would not even notice at first glance.
Due to touchscreen limitations, mobile CTAs, which were displayed when hovering on desktop, appeared on top of the services boxes.
Glossary
Based on the persona of the non-cyber security experience, I tried to explore how to make this field appear less daunting to someone who has no familiarity with cyber security.
A tool like glossary can help the business reach several objectives, such as:
-
Deliver valuable content and increase audience understanding
-
Gain customer loyalty and trust by meeting their needs
-
Increase marketing efforts by attracting new customers
First version
I kept the definitions as brief and simple as possible so it is easy to understand. The reader is less likely to read long definitions, and a long definition takes attention from the content you wanted to convey, so the initial version of the glossary attempted to condense information and used the expand arrow to expand it further if necessary.
Second version
After testing the glossary and asking users for feedback, I discovered that it lacked two main features: it was not easy to navigate and it provided no added value.
In the revised version, the terms were grouped first by category, and subsequently by difficulty level, beginning with concepts and basic terms and reaching more professional ones. By adding an anchor menu, users can navigate between different sections of the glossary by clicking the category name.
As part of the revamp, quizzes have been added between categories to provide more value than reading definitions exclusively. In addition to being fun, they're also excellent for learning, and they encourage visitors to stay on the webpage longer.
After each quiz, the user is able to leave his email to receive more information about courses and other services.
Final design
Measure success
Together with the business owner, we determine which KPIs we should measure and what success looks like for the business:
1 | Page views
Pageviews are the simplest and most direct measure of website performance
2 | Average time on page
The time spent on each page indicates how effective content marketing is
3 | Scroll depth
Provides information about how valuable the content is for the users, the longer a user scrolls down the page, the more he is eager to learn about it.
4 | Form submissions
Counting how many visitors fill out the "contact us" form on the website and which segments (device, demographics) are most effective.
5 | Returning visitors
The rate between returning visitors and new visitors is important to measure since returning visitors tend to have higher engagement, higher conversion rates, and higher sales.
Reflection
First-time experience working with a client was instructive and challenging. I had to think about the business aspect of the project while using the design methods and best practices I had learned before.
Determining the purpose of the site and the business itself was a key part of the project. The time spent listening carefully at this phase saved me rework in the future.
Because the business owner had lots of features and long-term goals, it was unclear what the website would include, which meant I needed to define the website's scope and make sure it lined up with the major business goals.
Another thing I learned along the way is the importance of setting deadlines, both for the client and for myself. Being inexperienced, it was difficult to estimate how long certain tasks would take to complete and ensure that client tasks (such as sending content and professional materials) happen on schedule.
I hope that the tools and experience I gained while working on this project will help me in future projects, as well as boost the client's business.
You are welcome to explore the website on your own:
_edited.jpg)
