Role
I spearheaded the development of a new website for Akitra’s cybersecurity product Andromeda™, decreasing the call-to-action clicks by 3, time involved by 15 minutes, and informational questions by 90%.

Tools & Code

HTML/CSS, Fullstory, Figma, Miro, Optimal Cardsort, Google Optimize, Google Analytics

Duration
3 Months

Introducing Akitra, the Affordable Cybersecurity Platform

 “Nothing important should ever be more than two clicks away.”
— Steve Krug, Don’t Make Me Think

Akitra Inc.’s newest product, Andromeda™, is an AI-enabled cybersecurity platform that helps clients secure their IT assets in four steps: discovering assets, detecting threats, prioritizing risks, and remediating problems. 

I joined the team in April and helped design and develop a new website for the launch of their new product Andromeda™ using consumer research.

(A closer look at Akitra’s Andromeda ™ dashboard.)



"Shreya created an excellent web presence for our company, with a site that combined clarity, visual appeal, interactivity and an ability to generate customer leads. Incorporating principles of excellent UX design, the site helped effectively move visitors along the customer journey. The project was completed on time and under budget. Other UX contributions from Shreya included major refinements to the interface of the management console for the company's core product, a cybersecurity platform. I highly recommend Shreya as a UX designer."

— Gordon Smith, CEO @ Akitra

Goal
How might we generate excitement and increase inquiries for Akitra's Andromeda product launch?

Akitra is a relatively new company and their product, Andromeda™, is brand new. Therefore, I focused our efforts on garnering trust since that’s important for any fresh product, and even more so in the field of cybersecurity.



Original
Traffic Before Improvements

Before creating a website, there was a single-paged placeholder that simply let users know that they could request a demo. I noted the traffic and predicted that more users would request a demo if the website allowed them to first research the product.

1
DEMO REQUEST EVERY 3 MONTHS
Before the website, the company used cold emailing to recruit users to sign up for their demo.

5
UNIQUE MONTHLY VISITORS
Without traffic, Akitra’s previous single-page-website was not targeting potential customers.

Literature Review
Building Trust is Important for New Products

Since the company’s product was brand new, I conducted a literature review on how they could recruit customers. The most important insights were that they needed to build trust and informational websites were a good way to do that. I summarized the four biggest barriers to achieving that goal. (Source)

  • Unwieldy, 3-page, 36-question form for CTA
  • Uninformative about product that's about to launch
  • 5 unique visitors a month
  • 1 inquiry about product per month
  • Poor grouping, can't tell where elements start and end
  • Missing large photos of products that could inspire architects
  • Website is not responsive

(A preview of the original informational survey required to request a demo. A total of 3 pages and 36 questions on Google Forms.)



Solutions
Methods to Establish Website Trust

My earlier literature review revealed that garnering trust was necessary for a new product. Delving further, I found that easily accessible product information, testimonials, and having an optimistic view of the product’s future are key ways to build consumer trust - especially in what’s known as the “courtship phase” (when customers are learning about their feelings towards a product).

Motivated by these insights, I prioritized the page called "platform" where potential customers can research crucial information about the product and explore the offerings.

(This is an example of a "tabs" element where users can click to learn more about the platform. Each feature has written details and a visual to go along.)



Competitors
Insights from Heuristic Evaluations

Nielson’s heuristic fails to spot unsuccessful websites. I opted for a model found in the aforementioned study that separates evaluations by aesthetic delight, content persuasiveness, and usability. 

I looked at competitors with high conversion rates and conducted heuristic evaluations using the previously mentioned model. 

Websites that worked well featured: 1) intuitive navigation, 2) visibility and persuasiveness of information, and 3) a mix of design consistency and uniqueness.

(This matrix was created with insights from heuristic evaluations on functionality and aesthetic appeal. I included Akitra's website ranking before and after the development.)



1) INTUITIVE NAVIGATION
Information Architecture

Returning users shouldn't have to dig for resources, so I looked at the information architecture of successful competitors and created a navigation that was familiar to the user. I opted out of cardsorting because the site features little information.

(The user flow is based off the way users navigate popular cybersecurity websites.)



2) Visibility
Consumer Courtship through Lowered Interaction Cost

Consumers need to research new products. I urged the client to write persuasive content and ensured that important information was visible and required the fewest number of clicks to reach. 

Call-to-Action
To maximize accessibility, the CTA button is featured on the navigation bar and the footer of  every page. Instead of the original solution which linked to a 3-page and 36-question Google Form, I embedded a new form within the website and reduced the fields of the form from 36 to 4 to ensure completion speed and ease.

Text & Color
The most important text was 60 pt and black font weight. I used bright orange judiciously and reserved it for CTA buttons. Dark navy was used for most other components because it contrasts with orange and blue is commonly associated with trust. 

(The footer includes a bright orange background that highlights the call-to-action. Click to enlarge image.)

(A preview of the new embedded form with only 4 questions instead 36. Click to enlarge image.)



Interaction Costs
Search Bar Best Practices

I included a visible search bar that appears on every page above the navigation bar. I lowered interaction cost by making the bar visible (requiring no clicks to open) and added a magnifying glass so users could identify it. (



Advertising
Using UX to Impact SEO
Another way I increased visibility was by optimizing for SEO, increasing unique visitors by 115%. It’s important to note that increase in traffic might have been due  to product launch and not SEO. I plan to monitor this metric in the coming months.

  • Optimized load speed by removing unecessary divs and animations
  • Simplified navigation because complicated navigation leads users to leave
  • Made mobile version responsive since many users use mobile devices now
  • Used SEO keywordtool.io to use most common terminology and phrases

(The search bar is clearly visible and has a magnifying glass to let people know that it's a search bar.)



Design
Designing the Familiar (but also the Unique)

I reused components across multiple pages. Not only did this reduce technical complexity, but it also established a familiar pattern for the user.
While reusable components and symmetry added familiarity and organization, I added a bit of asymmetry to create variation and flavor. 



The Launch
Getting the Name Out There

My goal was to design an organized outlet to promote Akitra’s cybersecurity product that consumers discover and fall in love with. Take a look at the final build.



Impact
Results

Aside from the obvious improvement (building a website to accompany the launch as opposed to having no advertising website); I also paved the route for more demo inquiries by making a more user friendly form and increased traffic with appropriate SEO.


32
Decrease in form fields

Measured by comparing number of clicks


15:00 min
Decrease in time to fill form

Measured by asking volunteers to fill out the original and new form


115%
Increase in traffic

Measured by comparing Google Analytics data


75%
Increase in demo requests a month

Measured by comparing previous inquiries to new ones

(I used Fullstory to confirm the increase in unique visitors before and after the placeholder switched over to the new website.)



Next steps
Testimonials and Measuring SEO Success
We are aware that testimonials are a critical source of trust for any product, and have instructed the client to make it a top priority once they have attracted more users. In order to determine whether the abrupt increase in traffic was due to launch day or to SEO, I plan to measure the traffic in a couple of months and report the new metrics.

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