Overview
I collaborated with Everbridge to optimize their website by addressing usability and content challenges that were hindering user engagement. The goal was to create a seamless, research-friendly experience that supports both user exploration and business growth.
Challenge
Despite strong brand recognition, the existing website posed several barriers for prospective buyers. Users found it difficult to navigate and compare products due to high-level messaging and unclear pathways. These issues led to increased reliance on sales teams and slowed the overall buying process.
My Role
As the lead UX designer, I guided the research and strategy efforts. My responsibilities included conducting stakeholder interviews, leading customer interviews and surveys, developing buyer personas and journey maps, analyzing site analytics, and facilitating workshops to align cross-functional teams and synthesize key insights.
User Research
The project began with interviews and surveys involving internal stakeholders and prospective buyers. These revealed friction points such as inconsistent terminology, unclear product distinctions, and content that lacked clarity. I created detailed personas and mapped their journeys through the site, identifying key drop-off points and content gaps.
IA Testing & Content Strategy
I conducted card sorting and tree testing to evaluate the effectiveness of the site’s information architecture. Based on the findings, I recommended structural improvements, clearer categorization, and a more intuitive content hierarchy.
Outcome
The engagement culminated in a strategic roadmap outlining actionable next steps across content, design, and technical areas. The recommendations focused on reducing friction, improving clarity, and enabling a self-service buying experience aligned with modern user expectations.
Key Recommendations
- Improve Navigation & Organization: Use customer-centric language and allow users to browse by use case, industry, and sector.
- Clarify Product Information: Simplify and structure content for easier scanning and understanding.
- Enable Self-Service Tools: Introduce trials, demos, and personalized experiences.
- Unify Product Offerings: Present a cohesive product story that highlights differentiation.
- Optimize Mobile Experience: Ensure responsive design and expand functionality across devices.
- Expand Customer Support: Provide clear privacy policies, onboarding flows, and audit-friendly systems.
“They distilled all the analysis into data-driven, customer-focused recommendations we could immediately act on.”
