Turning website into a stronger organic lead generation channel
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01
The problem
In apr 2023, Mycaptain need a branding for the stand out from the crowd and positioning them for the niece category of GEn-Z students to build an siring career. Each page have different design pattern that represent the coruses that the concept but the problem is the each page is failed to create impact by mising in testimonials and missing in hierachy and issue in resposivienessPeople who visited the home page or course page from the ads click they not scroll the website until the hero screen that leads to lot of 90% drop-off on the website and leads to lose of potential customer
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02
Discovery
Aligning before designing
To plan the new branding, the process began by analyzing how others in the market showcase their value. This provided valuable insight into what users are looking for and what strategies work effectively, which was then used to tailor the branding to MyCaptain's user base. than we approch the website with the 3 design principles to make this application will bring more value to the website
Followed by:
Story telling: to convey the website
Using real world illustraions: Instant of using a static placeholdr image we used actual users from our office to create the images
Social proof:To build trust, success stories will be showcased on the website, assuring users that with MyCaptain, they will always find their way
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03
Research
wireframe & user flow
In this stage, finalize the design by structuring the user flow and developing wireframes for the entire website, prioritizing Pro Courses over Kickstarter Courses to boost revenue. This approach positions MyCaptain from a passion-driven company to one focused on job assistance, aligning with what most users are seeking.
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04
Final design
New theme for mycaptain
The website redesign focused on creating an immersive, consultative experience that encouraged users to book a call rather than purchase directly. By presenting the offerings from a salesperson’s perspective, the experience helped users better understand their value before making a decision.
To create a cohesive experience across the website, we also refined the visual language through updates to the color palette, typography, icons, and illustrations.
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05
User Testing
To obtain unbiased feedback from potential users, I conducted user tests with 5 individuals outside of MyCaptain using Maze's Survey tool.
This approach aimed to elicit more genuine responses, with the easily accessible survey link designed to capture feedback on the application's design, ease of use, and perceived value.
+40%
Organic lead conversion
~65%
Reduction in bounce rate
Credits
Mohamad Zeeshan- Cofounder/CEO @ Mycaptain