Vonage Developer Website Design
Vonage, once a world-renowned telephony company, lives on today as a top player in the communications API space. In an ongoing cycle of user interviews, and design refinement, we worked with them to redesign their developer website, which was a big success, both internally and externally.
My Role
UI/UX Design
Visual Design
UX Management
Timeline
4 Months
My work resulted in a 23% Surge in sign-ups and an 18% increase in first-time account funding.
The Problem
In the competitive communications API sector, Vonage faced growing pressure as rivals like Twilio, Pilvo, and Commio gained market share. To stay ahead, Vonage launched a major developer portal redesign. However, the project hit a critical roadblock when key design leadership left, disrupting alignment between company leaders and the design team.
To address this, Vonage brought in external expertise, including myself, as a Senior Design Manager. The goal: bridge leadership gaps, guide the design team, and ensure the project’s success. This effort was key to countering competition and strengthening Vonage’s position in the market.
The Process
As Senior Design Manager, I collaborated with Vonage’s design team, starting with research through user interviews and expert discussions. This informed user personas and journey maps, guiding our understanding of the user experience. With a clear direction, we moved into design and prototyping, integrating research-driven insights. Four rounds of user testing provided feedback, continuously refining the design for a user-centric outcome.
Research
- User Demographics
- Define User Goals
- Stakeholder Interviews
- Customer Interviews
Empathize
- User Personas
- User Scenarios
- User Testing
- Journey Map
Create
- Flows
- Wireframes
- Visual Design
- Prototype
Test
- Usability
- Track usage
- Design Refinements
Information Architecture
A key aspect of this project involved organizing content into a navigable structure that developers could easily understand:
- Conducted a full audit of articles and materials
- Categorized document types
- Organized content into subcategories
- Designed an effective wayfinding system
Eye Candy for Developers
Developers quickly assess the usefulness of online resources when searching for help. Early interviews revealed key indicators that signal they’ve found a suitable site:
- Dark theme
- No marketing content
- Code displayed prominently
- Programming language logos visible
UX Research
This project included 4 rounds of moderated, interview style user testing sessions with existing and potential Vonage developers. Sprints included:
- Design refinement
- Prototyping
- Interviews
- Results analysis and reporting
Journey Map
User Testing Map/Miro board
The Solution
The culmination of this exhaustive process resulted in a powerful developer site, intricately designed and extensively tested to meet the evolving needs of Vonage’s user base. Desktop layout took precedence in the design, aligning with research indicating prevalent desktop usage among developers. The iterative design process, incorporating personas, journey maps, wireframes, and prototypes, was instrumental in shaping the final product.
The Results
Vonage witnessed a transformative impact, marked by a 23% surge in sign-ups and an 18% increase in first-time account funding. The strategic redesign not only fortified their position in the communications API space but also solidified relationships with developers, positioning Vonage for sustained success in a fiercely competitive landscape.
The case study exemplifies the power of strategic design management in overcoming complex challenges, ensuring the seamless execution of critical initiatives, and driving tangible results in a competitive business landscape.
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