This document provides an overview of a UX consultancy called Fathom and their work helping a company called Big Red Cloud improve their online experience. It describes Fathom's services, credentials, and approach to UX which involves understanding users, gathering feedback, analyzing data and designing based on tasks. The document then outlines Fathom's planning process for Big Red Cloud, which included analyzing analytics, competitors, personas, customer input, content and producing wireframes and visual designs.

1. Why most websites fail and how
you can make sure yours doesn’t
Gareth Dunlop
23.3.2016

3. 1.
Briefly about
Fathom

4. We are a user experience consultancy who work with
organisations and agencies to improve online performance.
We help our customers build exceptional integrated online
experiences for their customers using analytics, direct user
feedback and design best practice.
Trading since 2011, we have eight full time staff and four
associates.
Performance through insight

5. Awards in the past 12 months
Website of the Year - UX
DigitalPrinting.co.uk
Best practice website of the Year
48months.ie
Consultancy – UX (commended)
Ulster Business School
UX Project of the Year
48months.ie (commended)

10. 2.
UX as a
competitive
advantage

11. 11

13. 550%increase in traffic
to product pages
230%increase in warm
inbound enquiries

17. conversion increase
on mobile from
1.1%to
2.9%

18. 3.
What UX is and
why it matters

19. 3.1 A focus on
the users view of
the world

22. 22
“If I had an hour
to solve a
problem I'd
spend 55
minutes thinking
about the
problem and 5
minutes thinking
about
solutions.”
Albert Einstein

23. 23
“Hopefully most
of our users don’t
think about or
notice us. They
just use the
service and get on
with their lives.”

24. 3.2 The pursuit of
evidence

30. 3.3 Moments
of truth

31. FIRSTvisit
FIRSTuse
FREQUENTuse

32. 3.4
Understanding
core tasks

33. a task
focussed
approach
to design

34. how we view our websites

35. how our customers view our websites

36. how our customers view our websites

37. 4.
UX in action

38. We want more and warmer inbound enquiries!

39. UX planning for Big Red Cloud
1
Analytics Review

40. UX planning for Big Red Cloud
2
Competitive review

41. UX planning for Big Red Cloud
3
Personas

42. UX planning for Big Red Cloud
4
Customer input

43. UX planning for Big Red Cloud
5
Content audit

44. UX planning for Big Red Cloud
port
Big Red Cloud support perceived to be excellent, based on direct
experience of support in most cases. The local angle enhances the
idea that support will be readily available. Customers want to know
they can talk to someone when they need it.Resistance points
Do I need training for this?What kind of support is available?Will I be able to talk to a person?
Features vs benefitsMEs have very simple requirements, it’s all about the software being
easy and natural part of their workflow. They know this isn’t rocket
ence. Products like Sage are ‘too big’ for most BRC customers.
ey want to know that “it just works”.
sistance points
Does this fit my business?s it simple enough for me to use?m I buying more than I need?
Accountant approvedA concern, if not a huge one, during assessment of the
product. Knowing the accountant approves of - and can
access - the product removes friction and another potential
obstacle from the route to trial.
Resistance points
• Will my accountant approve of this?
• Can my accountant use what this produces?
• Is this product meant for accountants?
The cloudMost customers contacted still used a desktop or laptop.
For those that understood the cloud, the advantage was
storing data securely and remotely. The ability of others
to access their account if required also resonates.Resistance points
• What does ‘the cloud’ even mean?• Why should I care about it?• Why is it better?
Trial considerationThe sign up process itself presents more barriers to trial sign-up, more
opportunities for users to abandon the process. As such we need to address the
following common objections during the sign-up process.
Payment
Trial period
Security
Required information
ok for reassurance that the product is suitable for them and their business.
Do I need to provide my payment details?
How long does it last?Will it auto-convert?
6
Resistance map

45. UX planning for Big Red Cloud
Centre
FAQ
How to videos
BRC API
Guides & glossaries
Contact Support
Live chat
Request a callback
Email
Remote support
Pricing
About us
Contact us
Affiliates
7
Site structure

46. UX planning for Big Red Cloud
Main primary CTA
Large and prominently positioned
Benefits
Key benefits of joining BRC: Simple,secure, collaborative, accessible. Inclaccess to dedicated Benefits page.
Support
Content outlines support perks formembers of BRC. Includes access todedicated Support page.
Pricing
Section about the simple, transparent
8
Low fidelity wireframes

47. UX planning for Big Red Cloud
Primary Navigation
Benefits, Support, Pricing, Primary CTA
Positioning Statement
Online accounting software for SMEs…
Introductory video
Centred around a Big Red Cloud customer
Main primary CTA
Large and prominently positioned
Benefits
Key benefits of joining BRC: Simple,
secure, collaborative, accessible. Includes
access to dedicated Benefits page.
Footer
Access to remaining pages of the website
(about, blog, etc.) and social media
Support
Content outlines support perks for
members of BRC. Includes access to
dedicated Support page.
Pricing
Section about the simple, transparent
pricing plan. Includes access to dedicated
Pricing page.
Closing statement
Short sentence encouraging users to sign
up to BRC, accompanied by large CTA.
Primary CTA
Secondary CTA
Key
The objective of the homepage is to give users a solid understanding of what BRC
has to offer and encourage them to sign up for a free trial.
2
Homepage
CTA interaction
CTAs will be placed in key positions across
the website, including in the header and
above the fold on the homepage as shown,
left. The homepage will also feature an input
field for users to add their email address.
Registration form
Users will be taken to the registration form
after interacting with a CTA on the website.
Only required information is gathered here,
namely the email address and password.
Those users who typed an email address on
the homepage will see it displayed on the
registration form and will only be required to
type in their password and confirmation.
Add company
Users will be asked to add a company name
for the account that is being created. Note
that this step is optional and therefore can be
skipped. An explanation must also be added
here to ensure users understand why the
company name is being requested.
Access to Big Red Cloud
At this stage users are registered as trial
members on Big Red Cloud, where they may
start using the product.
default registration formpre-filled registration form
homepage registration CTA header/other CTA
optional registration step
Big Red Cloud
Action
Key
Input
9
Registration

48. UX planning for Big Red Cloud
Leading statement
Leading statement to focus on value for
money, upfront with cost of membership.
Perks of BRC pricing
Transparency (no added fees), secure
(details are safe), simple (one plan all
benefits), flexible (pay as you go).
Customer testimonial
Quote from customer about how BRC has
benefited them and their business.
Closing statement
Statement encouraging users to join and
large CTA.
Primary CTA
KeyThe objective of this page is to present the BRC pricing plan simply and clearly. We
remove any obstacles by providing them with a single option, and we outline the
benefits of the price plan (i.e. transparent, flexible…) rather than listing features.
7
Pricing
Primary CTA
KeyThe about page aims to humanise the product by presenting the team or showing
BRC’s journey. This will allow users to get a sense of how involved the people are, and
how determined they are to make life easier for SMEs.
Secondary navigation
Access to other areas of “About”: BRC
History, the team, sponsor for a day
Opening statement
General statement about BRC’s history.
Timeline
Highlight key points in BRC’s history.
8
About - history

49. UX planning for Big Red Cloud
9
High fidelity wireframes

50. UX planning for Big Red Cloud

51. UX planning for Big Red Cloud

52. UX planning for Big Red Cloud
10
Visual designs

53. UX planning for Big Red Cloud

54. UX planning for Big Red Cloud

55. the customer
the customer
will someone
please think
about the
customer!

56. Gareth Dunlop
CEO & Founder
www.fathom.pro
gareth@fathom.pro
@fathom_ux
@dunlop71
+44 (28) 9099 2882
Thank you