UNITO
UX research, UX/UI design, and conversion rate optimization on a strategic SAAS sales funnel.
Unito came to Hybrid UX to help understand how we might improve conversion for one of their most strategic products.
About Unito
Unito is a SAAS platform that builds deep two-way integration for the tools project managers, customer support teams, software developers, and salespeople rely on daily.
Services Provided
-
Qualitative UX research
-
UX/UI design and prototyping
-
Conversion rate optimization
_01
Objective
Learn more about how organizations make decisions around one of Unito's key products, identify key friction points in the flow of discovering and trying the product, and identifying opportunities to facilitate discovery, evaluation and free trial.
_02
Research
We led a series of qualitative interviews with IT professionals from large organizations (500-5,000 employees) and relevant secondary research to uncover how the connector is perceived.
The interviews focused on understanding the decision-making processes, the role of cross-departmental collaboration, and the specific integration pain points faced by IT and business teams when evaluating Unito's product.
KEY INSIGHTS
Speak to technical personas
Provide relevant case studies
Align funnel w/ mental model
Target customers were highly technical IT professionals who were ready for more technical details about the connector than what was provided.
Participants all wanted to connect the product to the same specific software and wanted case studies showing examples of how to set the connector up in that context.
Existing CTAs didn't speak to participants. They wanted to explore multiple steps of documentation before committing to the next steps.
_03
Design
The research uncovered critical insights that informed Unito’s strategy to better engage enterprise clients, streamline the onboarding process, and improve product features for the connector.
The findings also informed Hybrid UX's new landing page designs, with more tailored communication for decision-makers and a focus on case studies and documentation to overcome hesitations on security, cost, and ease of use.
MIRO BOARD DISCUSSION
UX Research
Findings
Design Strategy
_04
Results
Unito implemented the provided redesign and recommendations for the funnel, leading to an improved conversion rate for the Unito connector this project focused on.
Visitors are able to get the technical information they are seeking, read the cases they are looking for, and move forward with confidence.
HOVER OVER TABLET TO PLAY
