Product’s First Touchpoint

The product had outgrown the website

Spiffy Checkouts had changed a lot since the previous site was built, but the website had not kept up. Important features were difficult to find and potential customers often needed a one-to-one demo before they understood whether the product was right for them.

The same problems kept coming up:

• Users couldn't tell how Spiffy Checkouts would solve their specific needs.
• The navigation made useful information difficult to find.
• There was not enough product detail to make a confident decision.

The new site needed to answer those questions clearly enough for more people to understand the product and sign up without asking the team to walk them through it first.

Start with the questions people kept asking

We looked at demo feedback, support tickets and site analytics. Three questions appeared again and again:

• "What makes Spiffy different from other checkout tools?"
• "How can Spiffy fit my specific use case?"
• "What are the pricing options?"

The product had also added embedded checkouts, flexible payment plans and other features that barely appeared on the old site. The redesign needed to show what those features did without making people piece the product together for themselves.

Those questions shaped the first wireframes and navigation prototypes. We then tested the direction with users before committing to the full site.

Explain the product, then prove it

Lead with what the feature helps someone do

We structured the site around the reasons someone would use Spiffy, then backed each one up with product detail, customer stories and short demo videos.

My role

The finished site

• Customer stories appeared alongside the claims they supported.
• Short demo videos showed how important use cases worked.
• Dedicated feature pages gave people enough detail to compare Spiffy with other options.
• A clearer pricing page answered one of the questions the team heard most often.

Impact

What we learned after launch

Leading with the reason to use a feature worked better than starting with its name. People could recognise their own problem first, then decide how much product detail they needed.

After launch, watching how people moved through the new site showed us where navigation labels and explanations still needed another pass.

The result

The website started doing more of the explanation that had previously happened in demos. Customers could understand the important features, see them working and decide whether Spiffy would work for their business before speaking to the team.