RapidScale | Website Redesign & Brand Positioning
role: director of ux and design // hours: 220 // results: NPS increase of 34 points, ANA B2B business award winner
01 | The problem
Rapid scale approached 9thWonder with the goal to improve the user experience of their website and visually communicate the technology breakthroughs and new value offerings RapidScale continues to make with Cox Business for their clients and partners.
02 | My Process
Our first focus was to dive into customer and business stakeholder interviews to identify the current pain points on the website and messaging. After gathering this feedback we began card sorting tests to revamp the navigation taxonomy, redesigned the customer support section of the site while elevating the visual design.
Key Findings
Designing for our users
“As an IT customer I’m really searching for a one-stop cloud platform and enablement team with which to outsource some components of my IT. I want to see a strong partner roster and clear software offerings. I want a trusted partner that I don’t need to micromanage to get the job done.”
- Lisa, Director of Information Technology
After the completion of our research, we developed user flows outlining the visual presentation of our key learnings. Key learnings included:
- Current customers have a difficult time navigating the website, the industry experience and other supporting case studies are hard to find.
- The customer support portal is incredibly cumbersome to navigate, placing more hierarchy of content and easily accessible FAQs or articles would be beneficial
- Overall the website feels outdated, customers are looking for a partner that’s innovative with their technology, this experience counteracts that goal.
- On the business side, their customer support side wants an easy way to intake and review case tickets
- It’s hard to decipher RapidScales IT solutions, the taxonomy of the website needs to be clearer.
03 | The Result
An award-winning new website that integrates seamlessly with their new customer portal where users can access ticketing, usage details, billing information, and individual technologies from a single pane of glass, instead of 10 different vendor portals.
There is not another customer portal like this in this industry and their customers love it. This website also brought home an ANA Business Marketing 2020 B2 Award. Website: rapidscale.com
A prominent visual element brought through-out the site and brand identity is a multi-colored, upward-moving wave on the home page and throughout the site. This wave visually represents the new RapidScale: bold, passionate, resilient, and always flexible for our clients. This wave is always moving upwards and striving for more, in the same way we help their clients reach their goals and excel…to move to new heights and possibilities through IT productivity and customer experience.
Second, there are no stock images on the website: They don’t put their customers in a box, so why should we use images from a box? The images are of their employees since employees are the company's most important asset. It’s the customer experience they proudly provide that keeps their customers coming back to RapidScale year after year. Their employees are the RapidScale brand, so they wanted them front and center on every page.
Boosted NPS score: Speaking of customer experience…when Cox Business acquired RapidScale, they had an NPS Score of 52. Since the website launch, it has skyrocketed to an amazing 86. To honor this, RapidScale holds itself accountable and highlights the company's monthly NPS score front and center on their home page.
"I’ve been in charge of developing dozens of websites during my time in technology and telecom. Usually websites are commodities…online brochures. But I’m really proud of this one. It is the culmination of a brilliant acquisition, a new marketing team, hypergrowth, and a long overdue brand messaging refresh. We’re making some big changes at RapidScale and I outlined the who, what, when, where and why below. Get ready to raise your IT expectations"-