Easy-Expense site enhancements
Easy Expense offers financial software tools. The company improved its website to attract more users and increase conversion rates. I redesigned the site, leading to positive results. This case study outlines the process and outcomes.
Easy Expense's marketing site was revamped to attract more users and boost conversion rates. The team prioritized a user-friendly tax hub, offering clear answers to common tax inquiries for business owners and illustrating how Easy Expense can help save money through deductions.
The Problem
Week 1: Understand the requirements of the tax calculator and assess the current version of the website. Research competitors and complete an accessibility audit.
Week 2: Come up with a solution for the tax calculators that make it easy for users to navigate and achieve their goals within this feature. Prioritize components of the feature to dive deeper into and simplify the user flow of the marketing website.
Week 3: Create HiFi mocks of the solution using Figma, ready to be rapidly prototyped and tested.
Week 4: Rapid prototyping and testing of the solution with the Easy Expense team.
Week 5: Finalize designs and deliver project deliverables to the Easy Expense team.
Project Milestones
Research & Discovery
Designing & Prototyping
The design team and I simplified the user flow of Easy Expense's tax hub by creating wireframes and prototypes in Figma. We started with low-fidelity wireframes that mapped out the structure and user flow of the tax hub. We presented these designs to stakeholders on a weekly basis and incorporated their feedback into the designs.
After approving wireframes, we made detailed prototypes matching the brand's design. These were guided by research and focused on solving user issues, while following brand and accessibility guidelines. Stakeholders and the Easy Expense team tested the interactive prototypes to give feedback on the tax hub's features and user experience. We used their input to enhance the design for a better user experience.
One of the ways our team worked to improve the user experience of the existing marketing site was by simplifying the content and making it more accessible to users.
To accomplish this, we used expandable accordions and carousels that allowed users to easily access additional information, rather than having to scroll through a lengthy page. By breaking down the content into smaller, more manageable chunks, we were able to improve the overall user experience and increase engagement with the site.
User Testing
Usability test feedback led to design changes for better user experience. The "Try for Free" button was confusing, participants wanted more white space on the home page. On the tax calculator page, a progress bar for clearer navigation was suggested.
Iterating and Implementing the Designs
After finalizing designs, I worked with the development team in Webflow to ensure successful implementation. We used an iterative design process to gather feedback, improve the design, and create a visually appealing tax hub to engage users and boost conversion rates. The main goal was to make tax filing easier by helping users identify deductible expenses through a simple questionnaire. The tax-deductible calculator simplifies complex tax laws, reduces errors, and helps users save money. The app's download feature allows users to track expenses year-round, easing the tax preparation process and reducing stress during filing. Overall, the tool and app enhance user experience by making tax filing more accessible and user-friendly.
The Easy Expense marketing site redesign improved user experience and boosted conversion rates. Our team evaluated the existing site, simplified the tax hub, created prototypes, and tested with users, making design enhancements based on feedback. We enhanced accessibility, incorporated branding recommendations, and worked collaboratively to refine designs effectively. Emphasizing accessibility in website design is crucial for inclusivity and user satisfaction. This successful project showcases our focus on enhancing user experience and conversion rates.