Bluefish Wireless
Situation
Bluefish Wireless Management, which manages more than 500,000 wireless devices for Fortune 100 companies, came to us seeking help designing an outstanding user experience for its web application that would allow employees of client companies to manage their own wireless accounts. Research and analytics showed their previous site was used most often for product research, but conversions mostly occurred in retail stores or over the phone. Additionally, site content made use of technical jargon that was not easily understandable to the consumer.
“Bluefish had a very functional but sterile website portal which attempted to convey a wide array of products and services, all of which could be purchased online. Tuitive was able to take our functionality and turn it in a usable and friendly design that was more capable of converting clicks into sales.”
Process
We started with user research, uncovering who from a company would be using the system, what sort of information they needed, and how to bring them back to increase conversions. Working closely with Bluefish's development staff, we then designed an online wireless management application based on user-tested prototypes and delivered fully-rendered user interfaces and valid XHTML and CSS.
Results
Bluefish reports that online conversions have increased from 0.8% to 2.4% (or 300%). Anecdotal support for this increase can be seen across other Bluefish sites. The client applied many of the same redesigned elements to their corporate portals, and in the case of their IBM portal, sales and support calls have gone from 800 calls per day to 100.
