Challenge
Matthew McLemore joined Ignited USA as a UX designer on a multidisciplinary team charged with convincing senior executives (CEOs, CMOs, VPs of marketing) at prospective clients that Ignited’s innovative advertising approach could drive measurable business outcomes. The task required crafting an experience that clearly communicated Ignited’s strategic differentiation and resonated with executive-level priorities.
Process
Matthew began with a quantitative and qualitative audit of existing site usage to identify engagement patterns and dropout points. He developed detailed user personas and mapped target-market motivations to prioritize content and messaging. He created wireframes for a responsive, desktop-optimized site architecture aimed at increasing session duration and reducing churn, annotated wireframes to be delivered to the Ui Designer, a full user flow, and a clickable prototype to align designers and engineers. After launch, he conducted a post-launch analytics study to validate hypotheses and quantify performance improvements.
Results
The project delivered a scalable masonry-layout website that prioritized content through a content-relationship weighting system, creating an organic discovery path tailored to different demographics and industries. The experience increased relevance and engagement with targeted content, effectively demonstrating Ignited’s unique value proposition to executive stakeholders and providing a strong strategic asset for client pitches and business development.
UX Optimization Using Google Analytics
User Behavior: Analyzed Behavior Flow and Pages reports to identify navigation patterns and drop-off points, finding pages with user drop-offs.
Audience Insights: Used Audience reports to understand demographics and device usage, optimizing for mobile users.
Engagement Metrics: Monitored Bounce Rate and Engagement Time to improve pages with high drop-offs via continuous scroll content and navigation.
Site Search Analysis: Reviewed search terms to address content gaps, such as adding sales verticals.
Ignited Website User Flow
Outline key pages like Homepage, Expertise, Work, Client, About, and Contact, with navigation bars linking to subpages. Green lines show primary user paths from Google Analytics’ Behavior Flow, while red dashed lines indicate alternative routes. Annotations highlight UX improvements, such as adding video loops, responsive CTAs, and a dedicated pricing page based on Site Search data, enhancing navigation and user engagement.
