Visma e-conomic
Company
Visma
Industry
B2B SaaS
Role
Web Designer
Responsibilities
Visma e-conomic set out to elevate its website from a functional touchpoint to a strategic driver of business growth. This vision demanded more than a redesign; it required a reimagination of how users engaged with the site, especially when navigating diverse needs whether they arrived with a clear goal or were just exploring. My mission was to craft intuitive guided and unguided user flows underpinned by a robust navigation structure and an intuitive naming convention.
This was more than a structural overhaul it was about transforming how users experienced the website across devices, making their journey seamless, regardless of intent or context.
Challenge
The existing navigation system had become more of a barrier than a guide, hindering users at every turn. The menu’s fragmented design left both goal-oriented and exploratory visitors struggling, particularly at the confusing second level, where inconsistency led to frustration. Most users failed to engage beyond the homepage, unable to find the content they needed. The navigation catered primarily to lower-funnel traffic, overlooking upper-funnel users who were new to the product and eager to explore. Ambiguous labels added to the challenge, forcing users to guess their way through the site. In addition, the desktop-first design created clunky, frustrating experiences on mobile, alienating an audience increasingly reliant on smaller screens.
Achieving this transformation required a meticulous and research-driven approach:
The redesigned navigation system was built to simplify user journeys, foster confidence, and ensure a cohesive experience across devices. A streamlined menu hierarchy catered to both guided and exploratory flows, while insights-driven, intuitive labels aligned with expectations and resonated with diverse audiences. A mobile-first approach prioritized touch-friendly navigation, maintaining consistency across all platforms. By integrating exploratory and upper-funnel content, the new design broadened engagement and welcomed new users. Continuous testing and data-driven refinements ensured the system addressed user needs, driving higher satisfaction and improved metrics.
This project taught me the importance of combining user-centered design with data-driven insights. One of the key takeaways was how essential research and analytics are in creating a navigation system that truly supports diverse user needs. The shift to a mobile-first design approach was a strategic decision that allowed me to ensure a unified, consistent experience across all devices, recognizing how critical it is to meet the needs of users on mobile. Simplifying the navigation with clear, intuitive labels significantly reduced friction and improved accessibility, particularly for users who were new to the content. The most important lesson, however, was the value of collaboration. Regular feedback from stakeholders across teams ensured the design was aligned not only with user needs but also with the company’s broader business goals, making it a well-rounded solution that benefited both the users and the business.