Redesigning Autodesk’s landing page to improve learnability
My Role
Lead UX Designer
Timeline
6 weeks
Team
1 Client Executive
2 Developers
My contributions
Research
Wireframing
Prototyping
Context
Using my marketing + design fused background, I led the redesign of the landing page.
Autodesk, a leader in 3D design and engineering, launched a new product in 2022, Autodesk Construction Cloud, a solution that allows project teams to collaborate securely and quickly, so that they can deliver projects on time and on budget.
I worked with the team to create a simpler experience and allowed their target audience (contractors, designers, and owners) to learn more about the solution.
THE SOLUTION
Make it simple
I wanted to ensure that users could quickly understand the primary action they needed to take, and help create a visual narrative that complemented the “what”
DISCOVERY
Aligning the key pieces
To kick it off, we met with key stakeholders from the Autodesk team to establish business needs, key requirements, and overall goals. Using these pieces, I created the "UX Blueprint", a north star that would be used for guidance, and team alignment.
RESEARCH
It wasn’t telling a compelling story
Unfortunately, Autodesk didn't allow us to conduct user interviews with some of their users, so I conducted a site audit ACC's current experience, and this is what I found:
WIREFRAMING
Building a strong content strategy
After establishing the content strategy and section goals, we got to wireframing. My main mission was to create a structure that was easy to consume, and could help the user learn the story Autodesk wanted to tell from a marketing POV. This is also where I was able to fuse my love for marketing and design together!
The What: For a user who didn’t have prior knowledge of the solution, I wanted ot prime them with a high level view of what ACC was.
The Who: ACC was brand new and our users needed to know whom it was exactly made for.
The How: If our users made it down the page, it was time to give them a more detailed tour of the product.
The Why: Sharing why ACC is loved not only helps to showcase our strong client relationships
FINAL SCREENS
Bringing it all to life
Our agency team was able to deliver the wireframes to the ACC dev team, who brought all the final screens together.
LEARNINGS
Always test, and always clarify
3 big things I learned:
Merging my marketing and design knowledge really helped to not only tell a story, but the right story, paired with the right experience.
Conducting user interviews to get real insights would have helped us to get a more clear understanding of what our users were looking for.
At some points our team kept working through without clarifying pieces of the brief/strategy which led to us 1) making assumptions 2) delays in the work since we had to go back and do a little bit of rework. Clarifying = headed in the right direction.