As the leading board management software, OnBoard Meetings needed a site to better reflect the company’s evolved brand, clearly communicate value, and support users across every stage of the buying journey.
Project Type
UX
Web Design
Role
Design Lead
Contribution
UX Design
Visual Design
Team
Design - 2
Development - 2
Project Management - 1
OnBoard is a SaaS platform designed to help organizations (nonprofits, public institutions, private corporations, etc.) efficiently organize and manage board meetings. Founded in 2003, OnBoard today serves over 6,000+ organization across 60 countries.
From the start, there were a few key challenges identified that would shape the strategy and decisions taken throughout the project.
01
Value and outcomes were unclear due to feature-first messaging instead of solution-driven storytelling.
02
Complex navigation disrupted the buyer journey and made intent-based paths difficult to follow.
03
An outdated visual system and poor mobile performance weakened brand perception and usability.
OnBoard’s vision was taking shape into 3 goals centered around creating an intuitive, high-performing site experience.
01
Tell the right brand story and showcase the platform value, experience, and outcomes.
02
Improve the user experience to support all levels of buyer-intent and facilitate an increase in conversions.
03
Refresh the look of the website to modernize the presentation and bolster reputation.
To ensure we hit on OnBoard’s goals, different methodologies were implemented to acquire insights from stakeholders and users.
Competitor Analysis
Focus: Understand the competitive landscape and identify market opportunities to uniquely position OnBoard going forward.
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User Interviews & Stakeholder Engagement
Company Participants: CEO, Director of Demand-Gen, Director of Commercial Sales
Customer Participants: Credit Union CEO, Educational Non-Profit Director
Focus: Understand the vision for the website as a marketing tool at different org levels and compare it to customer expectations of the site.
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Discovery Workshop
Method: Complete a series of exercises remotely via Google Meet to understand user and business needs.
Exercises: journey mapping, content inventory, feature bucketing, and personality sliders.
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Through the research undertaken, key insights that would guide the site UX and visual design emerged.
01
Complex navigation hierarchy disrupted the customer journey.
02
Strong emphasis on features, but users had a difficult time pinpointing "what is in it" for the buyers.
03
Product imagery lacked a cohesive/unified style that clearly communicated value.
After acquiring new insights, my attention now turned to creating new UX and product designs focused on simplicity, reducing friction, and improving the visual language.
Wireframes
Presented a collection of templates to the client for all types of pages on the site, denoting improved pathways, and accounting for users at different points in the buyer journey.
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Visual Design
Developed an evolved visual direction that focused on building upon existing brand elements while adding a new level of polish and refinement.
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Product Graphics
Created a clear, cohesive graphic system that clearly communicated a particular “board story” or feature functionality.
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The redesign ultimately delivered a new site direction with measurable improvements.
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
Beyond metrics, the design hit on other items that allowed for a renewed strategic focus.
01
UX focused on tightening up pathways for different levels of buyer intent.
02
Enhanced visuals to showcase brand maturity and credibility.
03
Site design templates that provided a scalable foundation for future growth.
This project offered some key lessons:
01
Efficiency through simplicity
Simplified navigation and solution-based grouping clarified where users fit and what OnBoard solves.
Direct messaging acknowledged common starting points, from other tools to pen-and-paper workflows.
02
Consistent collaboration
Ongoing collaboration kept the client engaged, confident, and invested in key design decisions.
Clear communication enabled a smooth handoff and empowered the client to scale the work post-launch.