IRIS: The power of a lean UX approach | Organic

Service and project type

Digital transformation | Strategy, website

Relationship

IRIS tasked us with helping them understand how their customers used and interacted with their website.

Problem

IRIS approached us with the challenge of understanding how their customers were utilising and engaging with their website. They noticed a sudden drop in website traffic, leading to concerns about the effectiveness of their current platform. The website was poorly designed, lacking an optimised information architecture in UX, and failing to deliver a compelling user experience. Here are some quick tips on how to supercharge your UX for a digital-first world.

Solution

To address these issues, we adopted a Lean UX approach, combining agility and iterative evaluation to guide our strategy. Our first step involved utilising the Value Proposition Canvas to gain a deep understanding of IRIS’s target audience. Through workshops and collaborative sessions, we identified key pain points and drivers for their customers.

With the insights gathered from the whole team, we proceeded to tackle the challenges head-on. Rapid prototyping allowed us to quickly create and test potential solutions, ensuring that our recommendations were validated and refined through user feedback. We prioritised addressing the website’s information architecture, content quality, and overall user experience to improve engagement and conversions.

Results

Upon thorough analysis, we discovered that while a technical update was necessary for IRIS’s website, the primary reasons for the drop in traffic and lack of conversions were rooted in the ineffective information architecture and user experience. UX doesn’t only help conversations on your website, it can also benefit your visibility online.

Phase two: Website transformation

Building on the insights gained from phase one, we embarked on phase two of the project: transforming IRIS’s website. Our objectives encompassed enhancing the user experience, implementing a more effective information architecture, and facilitating a seamless transition to a new website platform. We are confident that our meticulous approach will deliver a transformed website that not only meets IRIS’s objectives but also exceeds user expectations. We also helped Dentally drill into the customer journey which resulted in a 7% increase in conversion rate in the first 5 months.