Non-converting page turned to a sales machine
An implemented redesign of an confusing page in order to increase sales of apps and extensions inside Visma eAccounting.
TL;DR
Redesign of marketplace of apps and extensions. Easier to use. Increased sales. UX/UI Design. Interaction Design. Information Architecture. Conversion
Employer
Visma
Year
2017
The old Apps and extensions were found to not be very intuitive and not appealing when people who were using Visma eAccounting wanted to expand their usage by utilizing the apps/extensions that we had modestly offered. The old grey-looking interface didn’t invoke any sense of wanting to click and know more about the extensions which is the important first step into making a purchase - receiving information. Even when you click on these extensions, then you would be shown a tired modal with screenshots from the early 2000s (ok, I’m exaggerating but still…). Keep reading to know what was changed and why.
It all started when….
Old page for extensions
On the old page, you would be able to find three different categories but this became useless when there were several extensions that could be categorized in all the above which resulted into that the extensions could sometimes be found in all categories.
We even noticed that when people wanted to find something specific, they just went ahead and opened all of the categories in order to find what they were looking for. The categories were pointless as it didn’t always make sense to what kind of extensions that were put in these categories.
Besides creating the main page of the “store”, we also re-thought the way people gathered more information about the product, made a purchase or activated a module. This led to making a new look & feel to the product page and its different points of interaction, which included: different tabs for product variations, images, and videos as well as page-specific elements such as a dynamic range slider that we made for the AutoInvoice (“Visma’s e-invoices”) page. The purpose of this slider was to give instant feedback on how much money and time customers can save using this service based on an algorithm that involves the number of supplier invoices per month and minutes spent on each.
Dynamic range slider from this project, later imported into the global Visma UX guidelines.
When finished, this slider was imported into the design system/guidelines and can now be used by employees in the whole Visma group since this wasn’t anything that yet had been implemented in any other product in the huge product portfolio of Visma.
Impact and reflections
This new apps and extensions page led to a more aesthetically pleasing flow that also people found more user-friendly compared to the older version. Most importantly, from a business perspective we also increased in-app purchases and for people who don’t choose to buy - they now at least know what’s (literally) in store for them.
Today, the store has been iterated even further based on the work that me and my team did.