Strategic UX for a B2B Training and Development Company

TL;DR

The existing site was slow, hard to manage, and not user-friendly.

B2B learning and development company needed a website to reflect its expertise and support its marketing goals.

I led the UX strategy phase that laid the groundwork for a faster, more intuitive, and goal-oriented website:

  • reorganizing the site structure

  • streamlining navigation

  • creating wireframes

The Background

This project involved a B2B company that specializes in professional development and learning solutions. While the organization was confident in its core branding elements—such as its logo, colors, and messaging—the website wasn’t holding up its end of the bargain.

Built on an outdated WordPress theme with a bulky page builder, the site suffered from slow load times, technical issues, and a backend experience that was difficult for the internal team to manage. More importantly, the user experience wasn’t up to par, and the design didn’t convey the credibility or expertise the company had built in its field.

The Challenge

The existing site posed challenges both behind the scenes and on the surface. From a usability perspective, the navigation was disorganized, the content structure lacked clarity, and the overall design didn’t support lead generation goals.

From a technical standpoint, the site wasn’t optimized for search engines, and the integration with the company’s marketing automation platform was either limited or missing altogether. Content creators struggled to keep things updated, and users weren’t getting the kind of intuitive experience that builds trust and drives action.

The Results

Enhanced User Experience and Navigation

The website now features a streamlined navigation structure with clearly defined sections such as "Solutions," "Insights," and "Company." This organization facilitates easier access to information, allowing users to find relevant content efficiently.

Improved Content Structure and Clarity

The content is presented in a concise and engaging manner, with clear headings and calls to action. This clarity likely aids in guiding visitors through the site, enhancing their understanding of PDG's offerings.

Integration of Lead Generation Tools

Features like the "Optimization Calculator" provide interactive elements that engage users and offer personalized insights, this led to an increase in user interaction and time spent on the site.

Opportunities for Growth

A UX strategist’s job isn’t done after a website launches. There’s more work that goes into making sure the work continues to deliver value over time. Here are the key next steps I’d recommend post-launch:

  1. Monitor and Analyze User Behaviour
    I would like to use Google Analytics and Hotjar to see how users are navigating the new site in real time. I would like to see bounce rates, exit pages, and conversion paths to identify pain points or drop-off areas that may need refinement.

  2. Validate the Information Architecture
    I would recommend conducting a quick round of usability testing (tree testing or first click) or stakeholder feedback to confirm the new navigation and content structure are working as intended.

  3. Optimize for Conversion
    I would like to review calls to action (CTAs), contact forms, and any lead-generation elements. I would use A/B testing to experiment with copy, layout, or flow.