2024
Background
Users struggled to understand why they should sign up for Rialto. The value proposition wasn’t clear, which directly impacted conversion rates and, by extension, business goals. Improving how the product’s purpose and benefits were communicated became the top priority.
Core problem
I Initiated and led the UX effort to audit and redesign Rialto's product site, resulting in increased user engagement, improved visual design, and made the message clearer.
Project Overview
The Rialto product site serves as both the public face of the company and a key driver of revenue. It’s often the first point of contact for potential customers—yet the original site fell short. Users frequently mentioned that it lacked clarity and context about the product they were considering, leaving them unsure about what Rialto actually offered.
User Research
To identify the main usability issues, we conducted a heuristic evaluation and began incorporating the product site into live demos of the web application. Each demo started by walking participants through the product site, allowing us to observe their impressions before interacting with the actual app.
Findings
Across both individual and group sessions, feedback was consistent:
Users loved the application experience once they accessed it.
However, they felt the website didn’t explain enough about what the app did or what to expect.
Many noted a disconnect between the site and the app, suggesting a lack of continuity in messaging and design.
These findings highlighted a clear gap between user expectations and how the product was being presented. While the app delivered a strong experience, the product site failed to communicate its value effectively.
Solution
UX Content Strategy
The team collaborated across departments to completely rethink the site’s messaging. Our goals were to:
Clearly explain what Rialto is and who it’s for.
Highlight the types of users and businesses that would benefit most.
Communicate key product benefits in simple, actionable terms.
Build trust through social proof and testimonials
Include clear, consistent calls to action guiding users toward sign-up.
Results and Impact
As design lead, I focused on aligning the product site with the app’s visual identity to create a seamless experience. We introduced consistent typography, color palettes, and UI elements, giving users a cohesive journey from website to product.