Goals for the redesign of Virtuoso.com were:

1. Convert Strangers to Visitors to Leads to Customers and connect them with an advisor
2. Inspire and create reasons to visit the site over and over again
3. Improve B2C experience for all users
4. Monetize visitors who will not use an advisor but come to the site often

Stranger → Visitor→ Lead → Customer

Several pages were redesigned to include but not limited to: Home page, destination pages (multiple levels), article pages (multiple templates), and the newly added why virtuoso page and inspiration pages.

My Role

As the design point person for B2C, I took ownership of the redesign of the concept mapping, wireframes, and visual design of all pages previously mentioned. I shared responsibility in the process of performing user interviews, research and final usability tests with one other teammate.

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I leveraged much of the data collected from the design sprint of expert interviews which included the CEO, product owners, marketing executives, engineers, designers, etc. All came together to answer questions about the nature of the business and challenges Virtuoso is facing. Participants created How Might We statements that framed problems as potential opportunities, followed by a mapping exercise to identify all the users pain points along their journey.

Sketching helped to identify areas that sprint participants found interesting. Heat mapping was done on the sketches to form hot spots around the most popular ideas and voting took place to decide on the best solution to move forward with.

Three rounds of usertesting was performed on the intial designs and wireframes.

Asking the right questions led to the best user-tested solution which included removing the seperate consumer mobile site, adopting a new CMS and creating mobile-first designs.

The header and footer were also updated for a more optimal consumer experience.