Revel Systems
UX design for Revel System’s 2019 website redesign
Designed for a targeted audience
Designs are based on the target audience with an emphasis on their desired interests. Scaling business, branding, and profits were the most important features to viewers. The site is designed with their interests and needs in mind.
Easy to navigate with a clean interface
Ease of navigation and quick scanning abilities was important to incorporate in the new design. Space, typography, and illustrations bring the user on a journey through Revel System’s products and services.
Project overview
Revel Systems is a point of sale system designed for expanding businesses. The platform covers all business needs from a physical point of sale to management and analytics.
Revel needed to simplify their website’s user experience to convert leads and provide an excellent brand experience.
My Role
Visual Designer
Client
Revel System
Specialties:
UX Research
Web Design
Vision & Web Strategy
Design Systems
Interaction Design
Prototyping
Year
2019
THE GOAL
Simplify Revel’s message and create a user-centered website to increase conversion rates
THE PROBLEM
Revel’s website had a lot of valuable information but lacked consistency and overwhelmed users. A decrease in conversions and misunderstanding of the product left sales teams unable to meet business goals.
THE SOLUTION
Re-examine information architecture based on personas and user research
Simplify the website by utilizing clean and updated design trends
Research
Competitor Analysis
While some point-of-sale competitors have outdated sites, thriving competitors such as Square and Lightspeed have modern and easy-to-navigate experiences. Revel’s website needs to prioritize a target market and have clear messaging to convert users.
Square
Square targets small on-the-go business owners. Lifestyle images, clean UI, and short messaging make for a modern, and easy site to navigate.
Lightspeed
Lightspeed targets retailers and restaurant owners. They use realistic lifestyle images and header messaging. It can be overwhelming with information, but overall gives the user a good idea of what the product does and who it is for.
Toast
It does not seem to be targeted to an industry or group. The lack of quality graphics makes this a less desirable site. It has good attributes but lacks consistency.
Targeted Personas
Personas were developed from the sales, marketing, and product teams. The personas below are the targeted audience for the Revel Systems product.
Enterprise business
Enterprise business is a nationally or internationally recognized corporate brand. They have expanded beyond 20 locations. They have advanced into profitability and have plans to continue growing. Enterprise businesses are fast-growing and leaders in their specific markets.
Interests:
Branding, increasing profits, modern technology, security, successful implementation, giving to a larger community
Medium Business
An emerging corporate brand that has expanded beyond its immediate community. They’ve scaled beyond 10 locations but have not exceeded 19 locations. These businesses are officially corporate entities and are regionally recognized brands. They’ve advanced into profitability and have plans to continue scaling towards the enterprise level. These are fast-growing emerging brands that are ideal targets for Revel’s business management platform.
Interests:
Becoming top brand, growth, increasing profits, smooth daily operations, giving to a larger community, role expansion
Small Business
A small business is an emerging corporate entity in the community. They’ve scaled beyond 3 locations but have not exceeded 9 locations. These businesses have advanced into profitability and have plans to continue scaling. They are emerging brands that are ideal targets for Revel’s business management platform.
Interests:
Growth, creating a brand, increasing income, staying successful
Information architecture
Card sorting helped to determine how users categorize the information and prioritize features. For each targeted persona, I organized features and services based on their most valued interest.
By defining the information architecture and sitemap through the card sorting process, I enabled intuitive navigation through the site.
Core features
After discussing features and white-boarding prioritization, core features were cultivated. The following services are the top priorities for Revel System’s target audience.
Scalability
Branding
Reporting
Modern Technology
Security
Management
I create layouts based on the user’s priorities found through the initial user research.
Wireframes
Sketch wireframes
Design guide
All aspects of user interface design were included in Revel’s design guide. Guidelines for typography, colors, elevation, interactive states, shapes, icons, and spacing were created.
Revel’s web traffic was 70% desktop and 50% mobile.
Responsive margins and static gutters create a mobile and desktop-friendly experience.
The columns and margins are responsive at breakpoints depending on the user’s device.
Responsive layout
High-Fi mockups incorporated all aspects of the design system as well as the improved information architecture.
High-fidelity mockups
Prototyping
I used Sketch and InVision for the prototyping experiences. Prototypes were helpful for discussions with stakeholders and team members. Here is an example of a prototype for requesting a demo.
