Kleeto – Website Redesign UX/UI Case Study

Working in a team of 4x Designers, I led the team that was tasked by Dastan with a good chance to work with Kleeto – One of the Best Document Management Companies in India.

I was briefed to give inputs and suggestions on how they could enhance the UX of their current website and create a contented user journey that aligns with their existing marketing strategy.

Problem/Solution Approach

The Complex Marketplace of the Document Management Service Companies

Document management software in India is a competitive market, a simple Google search shows results with 40-50 companies offering Document management services in India. Just because Information Management and Document Management are two wider known keywords for business people, Half of the companies have packaged their offering with these labels on it. This creates an illusion of a fairly crowded place with companies whom document management is not necessarily a focus area and some of them have DMS as their add-on service only, amid the key players whose names appear in the sales meetings most often.

The Need for Design Intervention

Their former website wasn’t doing justice with their brand, the positioning of the brand on the website was of a DMS but they have evolved as a complete enterprise content management system by the time. Also, the call to action buttons on the landing page was not very feasible, their actions were not justifying their words. and since Informations around document management was unclear, we had to revisit this website with new positioning and experience architecture.

Led by Sunil Mahajan and Angel Investor Sanjay Dhawan, it majorly operates from its base from Gurgaon working for multiple MNCs and Fortune 500 companies.

Visit the website 

User Insights and Data Analytics

Data Gathering and Problem Identification

We chose to start with secondary research because once you know whats, how much and who’s then it becomes easier to know-hows and why behind it. Secondary research was mainly based on google analytics, customer support recordings and client reviews at Kleeto’s dashboard.

Key Findings

Understanding the user intentions, the way they interact with the website.

We got an array of questions that can be asked in contextual interviews.

We recognised the audience type and segregated them into categories.

Primary Research

Now we knew what our audience is searching for and more interested in then moved towards finding the whys and hows behind them. This user research was mainly based on contextual interviews with stakeholders and end-users, also usability tests were conducted with recurring clientele and new users.

This method helped us to identify where users found Kleeto and began their interaction with the website.

Understanding end-user needs and pain points.

Pinpointing the most popular features of the product and demands for the customisation.

Identifying opportunities for new products by recognizing client needs that fall into the same domain.

Uncovering Problems/Creating Opportunities

Experience Mapping and Information Architecture

Once we had the touchpoints and user needs then we moved towards the experience mapping to paint the user journey. The user goes through multiple decision-making modes from discovering a product to define it for themselves to comparing it on the financial values and value propositions and negotiating the product before the final selection. A user segmentation can discover a product through multiple channels and this judgement of choosing the feel and environment for the user makes us UX designer. We used a user-centric approach to defining and testing the IA for the reimagined Kleeto website.

User Testing – Conducted several user tests to understand how users interact with the website, identifying potential problems with the current navigation.

Content Audit – We did a full review of the kleeto.in website, with focus on copy under all pages.We found that IA on the current site was a significant shortcoming for users

Card Sorting – Informed how we could re-group the current website IA and make it more cohesive and was key to forming the new Navigation System

Content Strategy – In order to deliver a high fidelity site we brought in a content strategist and I facilitated regular brainstorming sessions which allowed us to better understand the 3 core categories of online users to consider while designing.

Designing the Solutions

Prototypes, Wireframe and Testing

Several rounds of usability testing were undertaken at three different stages of the design process including:

The paper prototype which moved through a number of iterations.

The low-fidelity digital prototype that allowed us to take on board significant feedback.

High-fidelity digital prototype incorporating the desired imagery, typography and TOV.

By the Numbers

Results

With Kleeto, there were solutions that we came up with to make the content fresh, relevant and informative for the end-user, which includes streamlined content operations with custom CMS components and capabilities. On the day of the presentation, we presented a working model and packaged it with Robust code documentation and design guidelines that create and ensure alignment across content teams.

• 110% increase in returning visitors
• 38% improvement in bounce rate
• 74% higher conversion rate