CHANGEGEAR.COM - PROJECT
Timeline: 6 weeks (discovery to high‑fidelity prototype)
Deliverables: Research synthesis, IA, user flows, wireframes, design system foundations, interactive Figma prototype
Outcome: A testable, end‑to‑end prototype demonstrating the key journeys across marketing pages and core conversion paths.
THE PROBLEM
We needed to validate a refreshed ChangeGear.com experience that clearly communicates value, reduces friction in exploration, and makes the primary conversion paths obvious and fast.
Business goals: Increase conversions, clarify offering, reduce bounce, and build a scalable system.
Experience goals: Clarity, momentum, trust, and accessibility.
KPIs: Task success ≥85%, faster time to action, SUS ≥80.
RESEARCH + DISCOVERY
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Stakeholder interviews: Prospects need clearer value and simpler navigation.
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Competitive scan: Benchmarked messaging, CTAs, IA, and proof points.
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Heuristic review: Issues with scannability and weak signposting.
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Personas: The Decider (exec), The Doer (admin), The Curious (researcher).
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Key questions: What is ChangeGear? Is it relevant? Cost? Who uses it? Next steps?
EXPERIENCE STRATEGY
Principles: Clear messaging, strong hierarchy, evidence over promises, momentum through CTAs.
IA: Home • Product • How it Works • Pricing • Case Studies • Resources • About • Contact.
Top journeys: First‑time visitor, returning evaluator, and researcher.
USER FLOWS + CONTENT
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Homepage: Value prop, CTA, proof.
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Benefits: Scannable cards with metrics.
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How it Works: 3‑step model.
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Pricing: 3‑plan comparison, toggle, FAQs.
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Case studies: Problem → solution → results.
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Contact: Short form with validation.