pages on old Tax Guard website
UX Research, Design and UI Design
About Tax Guard
Tax Guard provides tax information and services for commercial lenders
Goals of new website
Stay consistent with current branding and colors
Lenders know what products work for them
Lenders know how the products work for them
Make it easier to update the website going forward
Create a site map that allows for growth of both product offerings and industries served in the future
General update of content and visuals on non-product pages
Worked with UX consultant for user tesing, user flows, redesign, site maps and UI best practices.
Tools - Figma, InVision, Sketch, Miro
Analysis of current (old) website
We used google analytics and some interviews with outside sources to analyze our current website.
Easy to find login for our portal
Easy to find contact info
CTA's are prevalent
Easy to find benefits of using tax guard
Difficult to add new products and industries
Difficult to make any changes to the website
Unclear what the product is
How Might We’s
“How Might We Redesign the Tax Guard Website"
…. So that Lenders know what products work for them and their industry
…. so that lenders know how the products work for them
…. So that it’s easy to add products and industries served to the website as Tax Guard grows
…. To increase traffic and encourage visitors to schedule a demo
…. to create an experience for users that is trustworthy, knowledgeable, and professional
Sketching and Ideation
Based on the old website and ideas about how the new website might function, I started with sketches about userflows and sitemaps. We also did a brainstorming sketching session with the whole team to generate ideas on how the product/industry pages might function.
I created a prototype so that we could test the new structure of the product and industry pages.
Our UX Consultant ran user tests with 6 participants from a variety of commercial lending industries.
Lots of clicking back and forth between the product pages and the main product page
Industry page tabs reset every time - back to all products
Users wanted to just see all products - some didn’t select industry types at all
Info in the bottom of product pages was ignored
Unclear how Tax Guard products are grouped together. Clients can’t pick and choose and this was not clear
Content/Text - too many words, and too much jargon
Users unclear about what the products are - they understand "why" but not "what"
Re-Design based on user testing feedback
Round 1 design: product page with industries as tabs and then click through to individual product pages
Final design: Main home page has cards to click through for each industry type. Industry pages have the group of products you get if you are in that industry, with a little more info about the product on the industry page - no separate product pages
I built a staging site in Wordpress with all of the elements in place. It's now ready for marketing to write content for each page.