BMC Helix AIOps Suite
GOAL: Refine BMC's evolution and stature as a leading SaaS solutions provider by creating web experiences that captivate users, prioritize customer needs, enhance clarity, incorporate cutting-edge design patterns and interactive elements, and fortify enduring customer relationships.
Achieve a 35% non-paid form page conversion rate, marking a significant 75% surge from the metrics of the previous year (2022).
Attain a 9% conversion rate for paid form pages, demonstrating a noteworthy 50% advancement compared to the figures reported in 2022.
Summary
AIOps solutions from BMC apply machine learning and predictive capabilities across IT operations and DevOps environments for real-time, enterprise-wide observability, insights, and automated remediation. BMC advanced cloud computing with its software-as-a-service (SaaS) model.
This case study highlights how we successfully designed and enhanced the website for AIOps solutions from BMC.
Problem Statment
A key challenge was effectively communicating complex concepts to diverse users. We prioritized user research, creating personas and conducting usability tests to ensure clarity for both technical and non-technical audiences. Streamlining navigation was crucial, requiring an intuitive structure and robust search functionality. Additionally, we focused on a visually engaging design with consistent branding to instill trust. Accessibility was a priority, adhering to standards for a user-friendly experience for all.
Accelerate BMC's evolution into a top-tier SaaS solutions provider and solidify its standing in the industry by crafting engaging web experiences that prioritize the customer, feature innovative design concepts, promote interactivity, and cultivate enduring customer relationships.
Solution
To address these issues, we focused on creating a modern, visually appealing design that highlighted AIOps solutions from BMC product offering. We reorganized the website’s layout to create a clear hierarchy of information, which made it easier for users to find the information they needed.
I also created a clear call-to-action that encouraged users to try AIOps solutions from BMC app, which helped to drive conversions and attract potential clients.
Overall, our goal was to create a website that accurately reflected AIOps solutions from . BMC product offering and provided an exceptional user experience.
Business Challenges
Improving the overall website usability and navigation for a better user experience. Presenting content in a clear and concise manner to enhance user engagement and retention.
Increasing conversion rates by making the website more user-friendly and visually appealing. Building trust and credibility with users through a professional and trustworthy website design.
Improving lead generation strategies to attract new business clients.
Objective for non-paid form page conversion rate:
Achieve a 40% rate, representing a significant 80% increase from the rate in 2022.
Objective for paid form page conversion rate:
Reach a 7% rate, marking a substantial 45% improvement from the rate in 2022.
Competitive Analysis
We conducted a thorough examination of product pages from various companies, encompassing both renowned brands and direct SaaS competitors. Our analysis encompassed various facets, including messaging, the number of call-to-action buttons, the utilization of human photographs, and more. Furthermore, we delved into organic search traffic, page authority scores, and top keywords to draw comparisons between the performance of these product pages on Google and our own. This research furnished us with invaluable insights, serving as a foundation for shaping our product page design and messaging strategies.
Persona
Derived from our research, we've crafted two distinct personas for our audience: the Functional or Practitioner, comprising individuals like Managers and Technical experts who evaluate our product and lay the groundwork for decision makers; and the Strategic Leader persona, encompassing IT Ops Directors and VPs, who constitute our second persona.
Journey and Personalization: We've formulated two separate user journeys and mapped out plans to activate cookies that will distinguish between these two personas. Our intention is to deliver personalized content tailored to their specific requirements. However, during our discussions, we arrived at a decision to maintain a unified page for both personas. Consequently, we will incorporate two different types of content and messaging within this shared context.
Wireframe
After undergoing the ideation process and numerous iterations, we encapsulated our ideas within the wireframe. Our primary goal was to transform the language into actionable items that harmonized with the user's flow: Check, Try, Integrate, Learn More, Decide. We structured the sections according to this flow.
Low-fidelity UI Design
HIgh-fidelity UI Design
We prioritized a minimalist and pristine design approach when working on specific sections of the product interface. After successfully completing this task, I created illustrations and incorporated them into the AIOps product pages on the website. Consequently, the client's team chose to adopt this visual style to enhance their interface.
Service Dashboard
The state-of-the-art AIOps dashboard provides you with the capability to seamlessly and securely connect, monitor, and control manufacturing and production assets, delivering efficiency and effectiveness across various geographic locations.
Feedbacks
Customers consistently express satisfaction with the high quality and user-friendly interface . They also appreciate the instructions, saying that they are easy to follow.
"The distribution of content across the website was commendable. It effectively delivers substantial information with concise and clear language."
"I'm fond of the UI/UX design. It's visually pleasing and comfortable, which enhances screen focus and simplifies navigation across various sections."
"The website exudes professionalism and offers an extensive wealth of valuable information."
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