Integrity Solutions
Year
2016
Team
- Molly Chao (UX)
- Nathan Wang (Design)
- Won J. You (CD, Design)
My Role
- Creative Direction
- User Research
- UX/UI
- Strategy
Championing a values-focused sales approach
Integrity Solutions is a sales training consultancy that helps their clients win more business by harnessing their employee’s potential through ethical sales behaviors.
Their unique training solution emphasizes sales strategies based on principles and values versus product-based marketing and high pressure sales tactics. To help better showcase their philosophy and approach, the website was redesigned to tout these differences. Moreover, they needed a way to improve the discoverability of their wealth of content, and increase the understandability of their core products and services.
Stakeholder Interviews
“The homepage shouldn’t be about us. It should be focused on addressing key customer issues.”
Bruce Wedderburn
“Not every company is a prospect for what Integrity does. The companies who respond to Integrity shares the same belief in dealing with customers ethically.”
Steve DeBree
“The name is powerful. Integrity is good for business.”
Steve Schmidt
Site Audit
Understanding
the Problem
After analyzing the site’s analytics and speaking with existing customers, we determined that the site was missing an opportunity to provide more relevant messaging to first-time visitors on the homepage.
For returning visitors, their primary goal would be around finding specific products and finding valuable insights and content, which at the time wasn’t organized in an intuitive manner.
Painpoints
User Experience
User Persona 1
Sales
Director
Goals
- Wants to find a way to improve the performance of his salepeople.
- Always looking for innovative ways to energize his team.
- Stay abreast of industry best practices.
Needs
- Wants to understand the clear business benefits of a sales program before enrolling his team.
- Wants a program that demonstrates sustained results and continued behavioral change.
- Simple way to find relevant content.
User Persona 2
Training
Manager
Goals
- Identify and design programs for different leaders and employees.
- Focus on driving performance.
- Find providers who are trustworthy and whose values align with my own beliefs.
Needs
- Easy way to assess and differentiate different training companies and their offerings.
- Wants to feel fulfilled in her job.
- Wants to create a good culture for everyone.
UX Artifacts
One of the main challenges of this project was to organize Integrity Solutions’ vast content into a taxonomy that would be easy to navigate for both first-time and returning visitors.
Style Tiles
Design Exploration
As part of the visual design exploration, we created a variety of distinct style tiles. The winning design was one that focused on conveying the following principles:
- Honest
- Bright
- Clean
- Modern
Style Guide
#f87a25
#0074b5
#84adcd
#9bbb2c
#8e9396
#f1f1f1
Fjalla One
Aa
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Merriweather
Aa
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Montserrat
Aa
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Visual Design
