Path Infotech
Transforming the digital experience for a leading cloud services company
UX Research | UX Design | Prototyping | Testing
Project synopsis
Path Infotech is a pioneer in cloud services and flagship solutions, providing services to organisations around the world.
With over 25 years in the industry, Path Infotech has established itself as an unrivalled expert in digital transformation.
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My role: Brand strategy, user research and analysis, ideation, wireframes, and prototyping.
I collaborated with Kinshuk Gupta for brand strategy and Swikruti Mishra (+ Emporiom Digital's team) for UI and development.
Problem
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High drop-off rates from the Homepage.
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Extremely low engagement under Solutions and Services​
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Close to zero inquiries via the Contact Us page
Analysis
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High emphasis on team, company culture, and job roles
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Poor navigation and disconnect between pages
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Jargon-heavy and inaccessible content on each page leads to confusion
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​Poor branding and inconsistent layout create an outdated look
Solution
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Repositioning the brand (through copy and design) to convey expertise and trust
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Creating a new and intuitive digital experience for multiple personas while also highlighting Path's culture
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Ensuring multiple action points via CTAs to increase engagement
Outcome
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Decrease in overall website drop-off rate
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Increase in customer inquiries from Contact Us
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Increase traffic on the event landing page leading to higher registrations
Challenges
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To accommodate tight timelines, we designed and developed almost simultaneously leaving little room for exploration, iteration, and testing of ideas.
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Adapting the existing visual language to convey a new brand strategy
01 — AUDIT
The old Path
A heuristic and Google analytics deep dive showed the following:
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80% drop-off rate from the homepage
Path's homepage showed minimal content leaving the user with zero context about the company and their services.
Those who stayed looked at job openings and company culture.
Requires high effort,
provides little information
Difficult to navigate and understand different offerings with missing CTAs where required.
Poor interactivity led to low engagement with other pages.
Inconsistent content and design language
The lack of a design system made every page look the same, creating no differentiation between unrelated content.
The content was uninspiring and did not reflect Path's 25 years as an industry leader.
02 — RESEARCH
Following the trail...
2.1. Competitive analysis
We analysed 2 competitors:
Redington (direct competitor)
​As Path's only direct competitor in India, Redington stood out with its clear offerings, empowering language, and simple yet striking visuals.
​However, the presence of a microsite within the main website was confusing to navigate.
Bain & Co. (indirect competitor)
We picked Bain & Co. as an indirect competitor as Path also provides consultation services to other companies.
Bain's minimal design, compelling copy, and bold use of media that highlights a positive work culture positions them as leaders in the consulting world.
2.2. User interviews
We interviewed CEOs, CTOs, directors, department heads, and managers of multiple companies that have over a decade long partnership with Path Infotech to understand:
A. How do they perceive Path?
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A trusted and ethical organisation with strong values, always willing to help
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Experts, ahead of the competition
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B. What they expect from the website?
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C-Suite - Company culture and team
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Directors (and below) - Technical information and expertise
Research insights
Multiple personas; each have different user journeys and requirements
Having interviewed people at different levels, we understood that they all have different expectations from the website.
Users want to see bite-sized, simple, and easy-to-access information
With websites that have a lot of content, users can feel overwhelmed if shown too much information.
Users prefer being in control by seeking options for possible journeys and a clear navigation system to switch if/when needed.
Lasting partnerships are formed by building trust and sharing similar cultures
The way a company talks about its internal culture is what attracts potential businesses and talent.
Many leaders make their decisions based on gut feelings and so a positive website experience is critical.
Expertise is shown in achieving great results through collaboration
While big numbers, testimonials, case studies etc. show a company's capability and technical prowess, talking about challenges faced and how they were overcome is what attracts clients.
Goal
Creating an experience showcasing Path as a technology leader, with simple and action-oriented user journeys catering to diverse personas.
We tackled this by:
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Repositioning Path
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Creating diverse experiences
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Increasing points for engagement
03 — STRATEGY
Revisiting the strategy
I collaborated with copywriter Kinshuk Gupta to devise a strategy for repositioning Path Infotech. This helped us establish guidelines for both content and design.
Constraint: Due to tight timelines, we used Path's existing branding and adapted it to the new strategy.
3.1. Finding the archetype
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As a foundational exercise, we created a brand positioning questionnaire and interviewed multiple stakeholders at Path to understand how they showcase the brand and find an archetype.​
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We combined this study with answers from the user interviews about how others see the brand.
Sage with the
heart of a Hero
(Expertise)
(Leading the way)
Tone: Confident & approachable
3.2. Establishing a visual story
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Using the archetype from above and Path's existing visual language, we created a simplified and easy to adapt colour and typography system.
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This helped us even out inconsistencies while ensuring brand recall
04 — IDEATION
Revising the architecture
4.1. Designing for the right audience
Our research showed us 4 distinct personas visiting Path's website:
A. C-Suite​ Executives
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Quick scan
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Focus on team and achievements
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​Determining work culture fit + cost
B. Directors/Managers
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Detailed analysis
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Focus on domain expertise and latest technology
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Assessing core offerings, case studies, social presence, etc.
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Easy way to reach out for queries
C. Seeking partnerships
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Detailed analysis
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Focus on service offerings and case studies
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​Analysing opportunities for collaboration
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Easy way to reach out for queries
D. Job seekers
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Detailed analysis
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Focus on company culture, benefits, role, and career growth
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Easy way to apply
At this stage, we realised that Path organises events regularly about latest technologies and this was their USP to attract clients and build more partnerships
This meant:
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An events page for listing all upcoming events
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A dedicated landing page to get registrations for upcoming events
4.2. Information architecture
We created and tested multiple versions of the information architecture that catered to all 4 use cases while ensuring simplicity of navigation.
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By streamlining the experience, we were able to reduce the number of pages (by one-third) and remove obsolete content.
05 — DESIGN
A new Path...
5.1. Highlighting latest events
A. Multiple nudges
Since events are Path's USP, multiple nudges in different places including the home screen, the events page, and above the navigation guide users to a specific event's landing page.
B. Building excitement
An engaging landing page provides detailed information about the event while reflecting Path's capabilities.
One-click registration to ensure maximum participation.
5.2. Focus on offerings and expertise
A. Snapshot view
A snapshot view of Path's offerings (Services, in this case) allows users to scan through information quickly and find relevant details.
B. Display of competence
A result-oriented approach that combines visuals, numbers, testimonials, and case studies illustrates Path as a high-performing organisation.
5.3. The Path culture
A. A glimpse into Path
Path has a great internal culture which shows in the quality of the work they deliver. We used this to create multiple moments that break away from technicalities and bring out Path's human side.
B. Emphasising on partnerships
A core tenet of Path is building strong relationships with their partners. Emphasising this would give potential clients more reasons to collaborate with Path.
Testing of the wireframes led to the following result:
40%
increase in user retention
< 3
clicks to any page
or section
2x
effective
navigation
All pages
Reflections
Learnings:
Understanding the nuances and complexities of Path's work and finding ways to express them through a simple and coherent design (despite having little knowledge of cloud computing) was a huge learning for me.
Next steps:
The redesign introduced a lot of content in the form of media which increased page size and loading time, resulting in an enormous increase in carbon footprint.
As the next step, I would like to refine and optimise the website for better performance and a lower footprint.
E
rating for carbon footprint
1-2s
extra time for
page loading
4x
increase in
page weight
