Xero Accounting

02. THE CHALLENGE

Accessibilty to all

The problem statement

A stay-at-home mother has chosen to launch her own handmade jewelry business but feels daunted by the financial elements of establishing a small enterprise. She desires to gain control and understanding of her business's financial standing, yet lacks experience in accounting.

Project goals

Recognise the significance of the homepage in assisting users in finding essential information and facilitating conversions through stakeholder meetings.
Identify opportunities to enhance the user experience and address any pain points highlighted by customer feedback and interviews.

02. THE BEGINNING

The Research

Thorough background research was our main focus. By analyzing business operations and customer features, we gained insights on what to highlight on the homepage.

We conducted a competitor analysis to see how rivals directed users to their services and boosted conversions to their accounting systems.

We also gathered feedback from a diverse group of small business owners and accountants to assess the current homepage, pinpointing pain points and gaining valuable insights.

A detailed website audit and heuristic evaluation of the homepage were performed as well.

02. FINDINGS

Synthesizing gathered data

By synthesizing the data, we identified several fundamental customer needs:

Navigation

Xero offers a wide array of services and features designed to support various businesses. However, customers have expressed frustration in locating the specific services and features that best meet their business needs.

Pricing information

Customers expressed a desire to have access to the plans and pricing options offered by Xero at the earliest possible stage.

Support and Help

New business owners often feel intimidated by the lack of online support systems to help them navigate the complexities of starting their enterprises. This lack of guidance can create uncertainty and overwhelm, making it harder to succeed in a competitive market.

Human touch

The absence of feedback reviews and personal engagement in the product visuals diminished customer trust in the product.

03. IDEATION AND PROTOTYPING

Crazy 8s

I organized a meeting with key stakeholders to discuss the primary issues identified from the collected data. During this session, we conducted an exercise known as Crazy 8s, where each participant had a brief period to generate eight design concepts aimed at addressing these critical challenges. This activity fostered a sense of engagement and ownership among the stakeholders regarding the product. Afterward, we selected the top three designs for prototyping.

04. HIGH FIDELITY

Final Design & Final thoughts

High-fidelity prototypes were developed using Figma and underwent user testing with various customers, leading to the creation of a second iteration of the homepage.

A comprehensive guide for new entrepreneurs to navigate the essentials of starting a business.

With more than 3 million users and favorable ratings, we have added a section to highlight users' experiences with the product and their feedback.

Emphasizing accolades, assistance, and resources to enhance customer confidence in utilizing the Xero product.