Project Type
UX
Web Design
Role
Design Lead
Contribution
Strategy
UX Design
Visual Design
Team
Design Lead - 1 (Myself)
Visual Designer - 1
Engineer - 1
Project Manager - 1
Marketing Strategist - 1
As a leading board management software, OnBoard Meetings needed a site to better reflect the company’s evolved brand, clearly communicate value, and most importantly support users across every stage of the buying journey.
Company
OnBoard is a SaaS platform serving 6,000+ organizations (nonprofits, public institutions, private corporations, etc.) across 60 countries efficiently organize and manage board meetings.
What I Did
I led the design process from the initial discovery and strategizing to the design and overseeing the implementation.
Outcomes
15%
increase in pages visited
indicating clearer paths to relevant solutions
20%
increase in time spent on the site
showing deeper evaluation by high-intent users
10%
decrease in bounce rate
signaling improved message match and early-stage clarity
Challenge
OnBoard's existing website was unreflective of its product. Confusing in structure, dated in its visuals, and unclear in it messaging, the site disrupted user conversions rather than facilitated them.
From initial discussions, we were able to align on three main goals.
Tell the right brand story and showcase the platform value, experience, and outcomes.
Support all levels of buyer-intent and facilitate an increase in conversions through improved UX.
Bolster the brand’s reputation through a refreshed look and contemporary presentation.
Discovery
To understand how the OnBoard team and platform users interfaced with the site, we undertook different research methodologies.
Stakeholder Interviews
My team interviewed leaders within OnBoard to comprehend not only the platform as they present it but also what a future vision for it looks like. These included the CEO, Director of Demand-Gen, and Director of Commercial Sales.
We also talked to current customers, including a Credit Union CEO and Educational Non-Profit Director. They provided insight into what did or did not convert them into OnBoard users and their current experience with the platform.
Both points of view informed the architecture rework, in particular the creation of pain point, solution-driven paths.
Interviews were conducted over Google Meet
Competitor Analysis
I conducted an analysis on other leading board management software websites looking to identify any opportunities to uniquely position OnBoard. Articulating a clear value proposition when competitors often buried theirs in complexity and focusing on the ease of adoption were two key differentiators.
A high-level side-by-side comparison
A positioning matrix identifying where OnBoard currently lay in the landscape.
Workshop Session
I led a workshop session with the OnBoard team, running through exercises like journey mapping, content inventory/brainstorming, feature bucketing, and personality sliders. This helped solidify how to present the brand, assess what site content is of greatest value to visitors, and pinpoint challenges throughout the buyer's journey.
A personality slider with averaged scores from the OnBoard team.
A content inventory exercise that took stock of current types of content as well as ideas for the future.
A simplified user journey visualizing user thoughts/actions.
Through the research undertaken we were able to identify more concrete pain points for our overarching goals.
Complex navigation hierarchy made it difficult for visitors to self sort and find what they’re looking for.
Users are unable to pinpoint "what is in it" for them, because of a heavy feature focus.
Product imagery did not clearly communicate value and lacked a cohesive identity.
Strategy
Before jumping into the visuals, we now moved to define the structure.
Sitemap
The new sitemap pared back the number of pathways presented to visitors, retaining the platform/feature aspect while introducing the audience-focused "Use Cases" path.
A new simplified sitemap.
Wireframes
We created a collection of templates for all page types on the site with improved pathways that accounted for different user entry points into the site/product as well as the varying types of content and messaging.
Wireframe templates laid the base for all site content.
Design
With the architectural foundation now in place, we turned to crafting a visual system that could be applied not just on the website but across other assets as well.
Design System
My team and I worked to properly structure the color palette, typography, and create unique visuals tied to the brand that could be used anywhere.
An energetic color palette revitalized the site and doubled as a way to separate platform solutions.
A typography scale system added clarity across the site.
UI elements and additional branding elements were introduced. The new composite imagery in particular now told the boardroom story at a glance.
Final Designs
The system was then applied accross the site. Below are some examples, or see the live site for the full experience.
Home page
Pricing page
Product Graphics
Lastly, as part of telling a simpler and more cohesive product story, a graphic system with different simplified UI components was put together for OnBoard to build as needed into the future.
Sample product graphic elements
Reflections
This project offered some key lessons: