ASME.org Landing Page Redesign
Driving User Engagement, Retention, and Membership Growth
Challenge: Redesign the ASME.org landing page with UX/UI strategies and a new design system to to optimize for improved user interaction and membership growth.
Problem: In recent years, more visitors to ASME.org are leaving the site without scrolling or registering as members. The current ASME.org landing page overwhelms users with excessive information, making it difficult to capture their attention. Despite the content's importance, the lack of engaging call-to-action elements results in a dull user experience. Data shows a significant membership decline, dropping from over 100k in 2019 to just 75k in 2024.
Timeline
July - August 2024
Roles (Solo Project)
Contract UX Designer, Researcher, UI Designer
Methods
Competitive Features Analysis, User Persona, User Journey, Feature Prioritization, Design Studio, Style Guide, Wireframing, Prototyping
Tools
Figma, Adobe XD, Foleon, Zoom, Google Analytics, Miro
Opportunity
A landing page that includes
CTAs with a cohesive storyline highlighting value propositions
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New design system with typography, colors, and layouts
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Membership CTA accompanied by engaging graphics
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Solution
Process
Prompt
How might we redesign the ASME.org landing page to create a more engaging and intuitive user experience that encourages interaction and drives membership growth?
Synthesis
We hypothesized that showcasing ASME's value propositions with a strong storyline and effective visual strategies would boost user engagement, CTR, and membership growth.
Current problem space
▢ High Bounce Rate: Increasing number of visitors leave ASME.org without scrolling or registering as members.
▢ Excessive Information: The overload of information on current landing page detracts from the user experience.
▢ Lack of Engagement: A lack of engaging call-to-action elements results in a dull scrolling experience.
▢ Membership Decline: Membership numbers have significantly dropped from over 100k in 2019 to 75k in 2024.
To clarify our research scope, I crafted a
Competitive Analysis
I analyzed 6 successful mechanical engineering organizations, focusing on their global navigation priorities to evaluate competitor offerings and identify gaps.
Then, I identified potential opportunities for ASME to enhance its global navigation and, more critically, its landing page to surpass competitors in creating a better user experience.
Here’s what I Found
In analyzing global navigation tabs on competitors' websites, ASME's current tabs are categorized as follows: 53% are deemed essential (most used), 20% are nice-to-have, and 27% are less essential (rarely used). This evaluation helps prioritize features and manage areas that could overwhelm users on the landing page.
I analyzed 5 competitors' landing pages and generated insights to build an
Affinity Map
The affinity map highlights key features, layout variations, text hierarchy across sections, and the significance of membership and value propositions from competitor landing pages.
This analysis revealed intriguing trends: 60% of organizations didn't prioritize showcasing their statistics, while 40% included CTAs in their value propositions. Additionally, 60% emphasized membership CTAs, and 80% used unique layout designs for their news or latest trends sections, reflecting how strategic goals shape landing page structure.
Ideation
I prioritized most-needed features
I restructured the content hierarchy, introduced new sections inspired by industry standards, and ranked features from "essential" to "nice-to-have" and "low-effort" to "high-effort." This approach enabled a focused reevaluation of priorities within project constraints, adapting the design system to meet practical and timeline requirements.
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Membership CTA
Standards/Courses/Publications/Certifications
Latest Trends/News
Events
Membership Benefits
Sections & Divisions
Testimonials
Search Bar
Design
I explored combinations of typefaces
and color schemes
Before you go, I would love to tell you about my
Project Reflection & Next Steps
Reflection
This project was my first major solo undertaking at the organization, and it carried a significant level of responsibility. From conceptual brainstorming to investigating existing data and gathering user pain points from previous iterations and the current landing page, I was driven by a genuine curiosity to assess my impact. I sought to think beyond conventional approaches and apply strategic methodologies to craft innovative design solutions.
The challenge lay in managing the entire process independently: conducting competitive analysis, collecting data, and designing from scratch using fresh concepts. I thoroughly enjoyed the autonomy of being both the creative force and the structural support, all while consulting with my team for valuable feedback at each stage.
This experience deepened my understanding of the critical role research plays in the design process, which was particularly insightful for me as someone who naturally gravitates more toward design than research.
Next Steps
Due to time constraints, I was unable to fully develop interactions and animations for the landing page features.
Moving forward, I plan to conduct usability testing with non-members who have an interest in mechanical engineering or a basic understanding of the field. My approach will involve guiding them through the current site, assigning specific task, such as navigating membership applications and viewing information, and gathering their initial thoughts and pain points. This will help validate the user issues previously reported.
I will then perform the same testing process on a new design iteration with a fresh set of participants fitting the same criteria. Following that, I’ll incorporate the findings into a new design iteration, documenting improvements through another round of usability testing. If successful, I will present the refined design to the team for approval and implementation.