Transforming Experian NA B2B website through storytelling

Experian Business to Business helps organizations around the world lend responsibly, more fairly and quickly to people and businesses. Experian maintains credit information on approximately 220+ million U.S. consumers and 40 million active U.S. businesses with an annual revenue of over $5billion.  

Background

OVERVIEW

The Experian B2B website has not been updated in the last 5 years and required transformation of the site to:

1. Drive high quality, high quantity leads by making it easy to connect with a sales representative via chat or form submit

2. B2B Content Transformation by building webpages that speak directly to our customers in a language they understand

3. Optimized design across shared B2B pages to unify the appearance and update the overall design in line with modern websites

ROLE

As part of a digital transformation piece, I was tasked to reimagine the Experian B2B website with the focus on elevating the design experience and helping key personas achieve tasks on the website. As the Sr. UX Designer on the team, I was primarily involved in UX and UI of the templates and components used to build the pages. I work in close partnership with the Product Owner, Content Strategist, UX Researcher and Development team. 

Process

Competitor analysis

We looked at competitors to get a better idea on how they positioned their proposition and how they executed the design experience. While the competitors gave us a better understanding on hierarchy, our main design inspiration came from the likes of Slalom, Bain and Mckinsey in the way they tell a story to showcase the value proposition of a solution. 

Visual Direction

Authentic & Approachable

We will aim for photography that helps us seem approachable. With the pandemic, it was especially important to be thoughtful of the world around us.

Content and typography driven

We will push for content and typography to be the hero of the theme. Solutions, product features and details need to be scannable. Keep photography and clutter out of the way as to allow users to focus on key areas.

Sleek

To add a touch of modern, we will pair with abstract textures that spark curiosity.  We will be aiming for a clean approach to the design using subtle drop shadows to highlight interactivity. 

Old Experience

The experience on the previous Homepage presents information based on how internal Units are organized and not reflective of customer needs. Imagery in focused on non-specific stock images that are lifestyle oriented.

2018/2019

Opportunities

Based on our findings we established a series of questions that helped to design a better website experience:

1. How might we elevate the design to feel more engaging and immersive?

2. How might we use storytelling methods to showcase Experian Business Solutions value proposition?

3. How might we scale the experience across all North American Business Units?

CONTENT STRATEGY

We overhauled the content design re-focusing to the design around the user needs and how we can help. Showcasing key features, crisp messaging and insights were the key areas we wanted to get across to our customers.

Design

Following our visual direction (authentic, content driven, sleek), we redesigned the experience to be more visual and immersive by using modern photography, animations and insights based content. By using a neutral color palette in the design, we were able to allow our customers to focus on the content and call to actions.

Low Fidelity

Wireframe

High Fidelity

Experian B2B Home Page

HIGH FIDELITY

Tier 1 Solution Homepage

Reflection

As being the lead designer on the Site Refresh, I was able to work with multiple stakeholders and influence all streams of work to ensure a better design experience.

This case study focussed on the web journeys to show how we can thoughtfully engage site visitors that can eventually lead to conversion. The use of animations and carefully considered content was key to capture the customer's imagination.