DAT : Marketing Website Overhaul
Role - Sr. UX Designer
User Experience (Web), Cross-functional Collaboration, Storytelling, Design Systems, Information Architecture, Art Direction, Content Strategy, UI (Web) Design, eComm, Mobile
Overview
DAT has been at the cutting edge of the spot-market freight industry for 30+ years. But recently, the competitive landscape has evolved, seeing companies enter what has historically been a slow-to-change market with new tech offerings and approaches.
DAT approached us and asked us to help them fix their marketing website. They had noticed that potential customers looking to sign up for products and services were consistently dropping out of the purchase funnel. They needed a quick fix that wouldn’t impede other high-priority initiatives.
I helped DAT to evaluate and redesign its web presence to maintain its position as the original pioneer and industry leader in the market.
Increase conversion through better UX
I conducted an initial experience audit which exposed several disjointed and outdated pages on their website, along with inconsistent language and UX issues on their feature comparison page and in the sign-up flow. I also conducted audits of their direct and indirect competitors along with aspirational company websites.
I produced various interaction models to demonstrate different business approaches based on how they wanted to be perceived within the industry. I overhauled their site navigation both in the main menu and through incorporating best UI practices throughout the new pages. I then followed with low-fidelity wireframes of a new product-focused funnel demonstrating the new information architecture approach.
Updating their look and online presence
In addition to these changes I also led the visual refresh of their marketing site based on their new but unused branding guidelines. With a warmer feel, improved photography, and customer-centric presentation our updates resulted in an easier-to-manage web experience with streamlined navigation, a robust set of web templates that the DAT marketing team can quickly deploy, and a customer experience authentic to the brand.
The DAT team was left with a modular design system with templates for every page used across their site as well as a content strategy and backlog to be utilized for any future updates and changes.
Following our recommendations, DAT changed its website and saw an immediate increase in customer acquisition and product sales.
