Clarifying the Value Proposition for a Website Rebrand
Client: Zapier.
The ask: To test out different concepts for a rebrand for both current and potential users to make sure the value proposition was clear and resonated with both segments.
Methods: One-on-one interviews, first click testing.
Language: English.
“Rachel has been an outstanding UX research partner for the Zapier team. Over the course of two project engagements, she’s delivered high-impact insights that have immediately been applied to help reshape our brand and website experience. Rachel communicates with clarity, works efficiently, and delivers research on time. I look forward to working with her again in the future.”
Impact: This research was applied to the rebranding of the website. The current website (2023) reflects the insights I shared with the team.
Research Insight: Participants thought the photos and blurbs were generic and were stock images. They wanted them to look and feel like they were real users with real stories. While the photos and blurbs were there in an effort to personalize the product, they landed instead as generic and unrelatable, failing to make a credible use case for the product. Additionally, potential users pointed out specifics about how the value proposition of Zapier wasn’t completely clear.
Process: The client wanted to update their look, but wanted to be sure that it appealed to potential and current users alike. I interviewed both groups and aggregated their qualitative feedback into a set of recommendations. I interviewed both current and potential users.
A key internal stakeholder was also concerned about current users being able to find the login area from the landing page, so I used first click testing to verify that the users could find it.