The document outlines a goal-based design process for redesigning the landing page of a time tracking software trial. It involves defining user and business goals, aligning them, checking designs against user personas, redesigning the UX, testing internally and externally, then iteratively releasing and modifying based on data. The key recommendations are to add a persistent trial bar and getting started guide to better balance providing information with nudging users towards purchase.

1. Replicon Trial
Landing Page
UX Redesign
Re-Focus on User Goals for Results

2. Goal Based Design
Step 1: Define Goals

3. User Goals

4. User Goals
• Learn about Web TimeSheet
• Decide if I want to buy Web TimeSheet

5. User Goals
• Learn about Web TimeSheet
• Use the trial
• Obtain additional information
• Decide if I want to buy Web TimeSheet

6. User Goals
• Learn about Web TimeSheet
• Use the trial
• Obtain additional information
• Decide if I want to buy Web TimeSheet
• Match features to needs
• Measure ease of use
• Obtain system mastery

7. Business Goals

8. Business Goals
• Convert trial user into customer
• Marketing/branding

9. Business Goals
• Convert trial user into customer
• Click purchase button
• Call or email sales staff
• Marketing/branding

10. Business Goals
• Convert trial user into customer
• Click purchase button
• Call or email sales staff
• Marketing/branding
• Spread message through user
• Influence future purchasing decisions

11. Goal Based Design
Step 2: Align Goals

12. Alignment
User Goal Business Goal
Learn about Web TimeSheet Marketing/branding

13. Alignment
User Goal Business Goal
Learn about Web TimeSheet Marketing/branding
Alignment
Provide easily accessible
information that also pushes
marketing messages.

14. Alignment
User Goal Business Goal
Make purchasing decision Convert trial user to customer

15. Alignment
User Goal Business Goal
Make purchasing decision Convert trial user to customer
Alignment
• Make purchase as easy as
possible.
• Remove barriers to
purchase decision.

16. UX Goals
Information Purchase
Provide easily accessible • Make purchase as easy as
information that also pushes possible.
marketing messages. • Remove barriers to
purchase decision.

17. Goal Based Design
Step 3: Check Against Persona

18. User Persona Walk
Through
Persona
• Upper
management
“I’ve filled in my
• Doesn’t have time
information, let’s for deep
see what this exploration
can do.” • Doesn’t want to
experiment
• “Give me results
now!”
• High expectations

19. User Persona Walk
Through
Information Purchase
Select a Learned Find purchase
NO YES
feature. enough? button or
contact
YES information
Use the NO
feature.
Purchase
Look up
Mastered the
additional
feature?
information.

20. User Persona Walk
Through
If this takes too long or This doesn’t
is too frustrating… happen.

21. UX Goals
Information Purchase
• Provide easily accessible • Make purchase as easy as
information that also pushes possible.
marketing messages. • Remove barriers to
• Make sure information purchase decision.
gathering stage delivers
results quickly and easily

22. Goal Based Design
Step 4: UX Redesign

23. Current Landing Page

24. Current Landing Page
Select Main Function Learn More and Help
Selected Main
Function specific
actions.
Purchase Button
Contact by email or phone

25. UX Goals Information
Select Main Function Learn More and Help
Selected Main
Function specific
actions.
Purchase Button
Contact by email or phone
Purchase

26. Recommendation
1:
Trial Bar

27. Trial Bar
Your Trial Account More About [Function Being Viewed] Support
Help Video Help Index Email Call Purchase Now
17 Days Left
Select Main Function Learn More and Help
Selected Main
Function specific
actions.
Purchase Button
Contact by email or phone

28. Trial Bar
Your Trial Account More About [Function Being Viewed] Support
Help Video Help Index Email Call Purchase Now
17 Days Left
Information
• Always present
• Contextual to functions
being used or looked at
• Help or video appears
in overlay box, not in
separate popup
• Index allows non-
contextual information
to be viewed

29. Trial Bar
Your Trial Account More About [Function Being Viewed] Support
Help Video Help Index Email Call Purchase Now
17 Days Left
Purchase
• Always present
• Constant but subtle
call to action
• Also provides easy
access to support

30. Recommendation
2:
Getting Started
Guide

31. Getting Started Guide
Your Trial Account More About [Function Being Viewed]
Help Video Help Index
Purchase Now
17 Days Left
Select Main Function Learn More and Help
Selected Main
Function specific Getting Started
actions.
Select One:
Fill in a Request Time
Timesheet Off Approvals
Manage Timesheet
Employees Setup Reports

32. Getting Started Guide
Your Trial Account More About [Function Being Viewed]
Help Video Help Index
Purchase Now
17 Days Left
Select Main Function Learn More and Help
Selected Main
Information Getting Started
Function specific
actions.
• Makes next step Select One:
obvious
• Subtle reminder
of key features Fill in a Request Time
Timesheet Off Approvals
• Rest of screen
can be
deactivated until
a button is Manage Timesheet
Employees Setup Reports
pressed

33. Getting Started Guide
Your Trial Account More About [Function Being Viewed]
Help Video Help Index
Purchase Now
17 Days Left
Select Main Function Learn More and Help
Selected Main
Function specific
actions.
Can be
returned to at
Show Start Guide
any time.
Logged in: Admin

34. Goal Based Design
Step 5: Internal Stakeholder Testing

35. Internal Stakeholder
Testing
• High-fidelity functional wireframes
• Collect comments
• Modify
• Repeat

36. Goal Based Design
Step 6: External Testing

37. External Testing
• Selected clients and partners
• High-fidelity functional wireframes
• Collect comments
• Modify
• Repeat

38. Goal Based Design
Step 7: Live Iteration

39. Iterate
• Release to limited audience
• A/B tracking
• Modify
• Repeat