AvenueHQ Online Portfolio

client

AvenueHQ

role

UX Designer
UX Researcher

team

Crystal Chow
Michelle Ng
Rob Freeman

Summary

I helped design AvenueHQ’s online portfolio as a tool for the sales department to more efficiently find websites that meet client’s needs. :)

Problem Statement

As there is no easy way for our sales department to keep up to date on the new websites that are being designed by Avenue’s design team, old and outdated sites are being referenced for new sites which decreases the innovation and quality of newly created sites. This was an opportunity to design a platform to showcase carefully curated sites by the design team to prospective clients and sales department.

Detailed and results

Search Results Page & Detailed Website Page

approach

To gather insights from our outbound sales team on their habits for finding websites and what categories are important for them to make a successful sale.

interview-insights

Collection of notes from our interviews

Interview Insights

*

A diverse collection of sites is crucial for communicating with clients as they have diverse needs too.

*

Social Proof, Location, and Brokerage (in that order), are the most important factors in making a sale.

Organize websites in a way that is efficient for both prospective clients and sales department to find what they need

*

Sales team currently uses Slack channel to update their bookmarks for new websites.

brainstorming phase

After we shared our notes and got an understanding of the sale department, we wrote down all the pain points and problems that we think the old portfolio site had in the perspective of both sales and design.

We wrote all the pain points down but framed it as “How may we” so that we could get our brains to think in a solution manner.

sticky notes

Pain points grouped together in a "How-may-we" exercise

Project Goals

1. Name each content category so that it is easily understandable for users to quickly find the site that they have in mind.

If we were to break the categories down, there are 2 type of categories:

  • Non-subjective categories (not up to judgement of users)
  • Subjective Categories (up to judgement of users)

Because the non-subjective categories such as: Location, Brokerage, & focus is easily understandable, the only category that we needed more research on is "Style" as people can perceive sites differently and have different mental models of what a certain style is in their minds.

approach

We first sent out a survey to a bunch of people in the company but primarily the sales team which consisted of images of websites of different styles and having the people taking the survey write a single word that describes the image.

results

After sending our survey out to 20 people, 5 descriptive words that came up were professional, country, and elegant, luxury, and funky.

nav bar

Navigation with Style category drop down open

2. Organize websites in a way that is efficient for both prospective clients and sales department to find what they need

approach

As this site will be used with both the sales department as well as prospective clients, we knew we needed user flows that fit both types of users. Regardless of who they were, they both would fit into the following categories:

  • Users who don't know what they want 
  • Users who have an idea of what they want

Both users have the same end goal which is to get to the detailed page of the site that appeals to them.

user flow

User flow for finding a suitable website

homepage

Landing Page Layout

Landing Page

Featured Section at the top

  • gives space for design team to showcase their most new and proud websites

  • Sales can easily keep up-to-date on the latest and greatest looking websites

  • Prospective clients can see our best looking websites first

Navigation Order

  • The navigation is layed out in the order of most important to least according to our interviews and surveys

Popular Focus Categories

  • Based on what is requested, sections that are most popular with clients are laid out under the featured section so they can more easily and likely find the websites that suit them

Search by Filter at Bottom

  • encourages prospective clients to dig deeper into our library of sites if the homepage doesn't show them what they like



Featured Section at the top

  • gives space for design team to showcase their most new and proud websites

  • Sales can easily keep up-to-date on the latest and greatest looking websites

  • Prospective clients can see our best looking websites first

Popular Focus Categories

  • Based on what is requested, sections that are most popular with clients are laid out under the featured section so they can more easily and likely find the websites that suit them

Search by filter at bottom

  • encourages prospective clients to dig deeper into our library of sites if the homepage doesn't show them what they like



detailed page shorter

Detailed Page Layout

Detailed Page

Link to website at the top

  • This allows clients or sales department to quickly and easily go to the full website

Next Website section

  • Retains prospective clients to continuously brows websites that are similar to the current one

Thumbnails of similar websites

  • Using the meta data entered for each website on the portfolio, websites that have similar attributes as the current website will be displayed
  • This also helps retain clients from staying on the site and more easily let them find a site that appeals to them



Summary

As AvenueHQ is a growing company with lots to offer such as other marketing products like newsletters, Facebook posts etc, the portfolio should incorporate those as well. The current menu bar is designed in a way that allows for further additions.

Further Considerations
- Need to see which categories are used most
- Integrate more offerings that AvenueHQ provides
- Wait to see how many new sites are used as inspiration for client calls

Check out the live site!

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Interested in working with me?
Shoot me an email!