A New mobiCorp.com

(Try it out!)

Who

mobi is a Software as a Service (SaaS) developer for service and delivery businesses that operate fleets of vehicles. mobi provides a suite of applications ranging from GPS tracking, route optimization, to analytics to help manage and improve operations for these industries.

What

The existing website has a lot of valuable information on it, a separate page for every product and all of the solutions, many benefits, a blog, a knowledge center, and much more content.

Why

There are too many choices and information overload. Much of the information remains outdated and the organic traffic to the site is followed by a high bounce rate and little retention. mobi also developed more refined sales and marketing strategies in other areas of the company and so it makes sense to reflect this in their website.

Identifying the problem

Identifying that there is a problem

We long knew there were issues with the current website– one of the biggest obstacles we have yet to overcome is clearly conveying the who and the what (and the why) of mobi. The site receives little traffic, which stems from other issues such as poor SEO, indexing, lack of marketing campaigns, external driving forces from salespeople in the field, etc.

The old mobicorp.com

However, using google analytics we also understood that there was a very high bounce rate and the few who did interact with the website for any other reason than to go straight to the about/careers/management pages were not following any channels that we want them to (fill out a form for a free demo or a quote/OSA).

There were loosely defined goals we knew we wanted fulfilled but had neglected to outline a direct path towards how that is to be achieved from an organic experience (no salesperson leading the way for the user).

Presenting the case for change

Taking stock of the quantitative and qualitative data

In order to quickly gather anonymous feedback from those who were unfamiliar with mobi, I used Usability Hub's 5 second test to interview users for their first impression with the old website. Shortly after I created the first draft of the new landing page I repeated the test to see how the audience responded to the updated information. This data helped serve as a simple but powerful guide in reaffirming the correct direction to take the redesign, as well as key evidence to suggest a need for change.

We also conducted 3 video recordings using Peek to get deeper insight into how new users interacted with the brand and the website.

Real answers by real people regarding what service/product they thought mobi sells after spending 5 seconds on its homepage

What the existing home page does not do well:

• The hero image has no representation of what mobi does
• The video release (see the show) is 2 years old and has unclear interactive intentions with unknown consequences
• No supportive text or headlines that tells us exactly what mobi is or provides without confusing jargon
• Too many options in the navigation and within the content, leading to overchoice or choice paralysis.
• No clear call to action or obvious next steps.
• Content breadth is extremely large and takes some scanning (and patience) to get the gist of mobi
• User feedback studies resulted in many responses indicating that they thought mobi dealt with data, streaming, video, or other unrelated services

What it does do well:

• Uses recognizable customer logos to help establish credibility and trust (mentioned during a video interview with a user)
• One person who was video interviewed skimmed the benefits in search of what mobi is all about and honed in on the particular benefit “Manage your fleet. Monitor drivers and manage assignments” concluding that the company deals with fleets of vehicles
• Another interviewee saw the screenshots and understood that mobi deals with maps (but thought mobi was just a mapping/routing company)
• Yet another interviewee scrolled all the way to the bottom and clicked on one of the videos that had nothing to do with mobi, but was evidence that they were more likely to play a video easily accessible from the webiste (as opposed to the hidden American Dream videos).

Getting into the specifics

Repurposing what works, tossing what doesn't

The content immediately below the top fold

As mentioned before, the marketing material of mobi has evolved over time and work had been done in all other formats except on the main website. Plenty of impromptu discussions and formal meetings took place to discover the best ways to present mobi's products and the plethora of information behind them.

It made sense to reuse a lot of the existing ideas sensibly, gathering the best concepts that helped define what mobi does, who the solutions are for, and how they can benefit their users in ways that sets mobi apart from the competition.

A detailed feature section highlights the 4 key business solutions that make mobi great

Joe the Plumber

Movie? What movie?

The playbill on the old homepage: Links to multiple chapters of the video, including the "Full Feature" that uses all of the chapters

The videos starring Joe "The Plumber" originally featured on the homepage's hero image do a great job of describing how mobi works out in the field and how it helped Joe's plumbing company excel in many areas. Unfortunately, the link was not obvious, and things got even more confusing once the user did decide to click on the link.

With the redesign the video is no longer head and center at the top of the page. However, it is prominently displayed in its own section further down the page for those who have already committed to spending time on the page and are looking to know more about mobi. Now, rather than making the choice to go to a new, unknown location and then having to pick from an arbitrary list of videos, the user makes the simple decision of whether or not to hit play.

A detailed feature section highlights the 4 key business solutions that make mobi great