Cloudtaru - UI/UX Design
Company Project / Insights (NDA)
Cloudtaru is a leading system integrator in new-age technologies. They empower organizations with customer-centric solutions in Microsoft Enterprise, Salesforce, AI & ML, Cloud Consulting, DevOps, Productized Business Solutions, Quality Assurance & Test Automation.
The Problem
Cloudtaru wanted to revamp its brand presence and website to align with evolving business goals and better address user needs. The earlier platform struggled with low traffic and high bounce rates. A more intuitive structure and improved content clarity were necessary to engage users effectively and reflect the company’s growth.
Key Outcomes
8 months from design to launch
The website was researched, designed, and developed within 8 months.
Expanded Talent Pool
By implementing the new careers section, the website facilitated speculative applications, leading to a 40% increase in qualified job inquiries within the first month post-launch.
30% increase in traffic in month 1
Achieved a 30% increase in website traffic in the first month post-launch, with improved engagement metrics reflecting users’ enhanced experience.
Iterative Improvement
Following the initial launch, we conducted usability testing and gathered user feedback to identify areas for enhancement. Iterative updates were implemented based on these insights, refining the user experience and ensuring continuous improvement.
20% reduction in bounce rate
Redesigned Cloudtaru's online platform, resulting in a 20% reduction in bounce rate and a 25% increase in user satisfaction.
Development of Marketing Materials
Collaborated with the marketing team to create engaging emails, social media graphics, and presentation decks to effectively promote Cloudtaru’s services.
My Role
I worked on the end-to-end redesign of Cloudtaru’s online platform. My focus was on improving user experience through research, defining clearer navigation structures, and designing interfaces that aligned with both user needs and business goals. I also supported the development of visual assets.
An Agile & Iterative Approach
Understanding the gap
We kicked off the project by gathering both qualitative and quantitative data to understand where the existing site was falling short. We conducted stakeholder interviews to understand business expectations and internal pain points. In parallel, we interviewed potential clients to understand how they perceived Cloudtaru and what kind of information they expected from a company website. This helped us uncover key disconnects between what users needed and what the site offered. We also reviewed the site’s performance using Google Analytics, where we noted a 50% bounce rate and low traffic overall. These metrics, combined with qualitative insights, confirmed that the site was not providing enough value or clarity to keep users engaged.
Key Insights:
Users found it difficult to understand Cloudtaru’s core services.
Ambiguities in the content made it challenging for visitors to understand what the company actually does.
Business Goals:
Boost brand visibility to attract and retain potential clients.
Streamline communication pathways for users to easily reach out.
Support ongoing recruitment by better reflecting company culture and career opportunities.
To translate these into actionable design opportunities, we framed a set of “How Might We” questions that guided the next phase of ideation and concept development.
Turning designs into Design Decisions
HMW: How might we present Cloudtaru’s offerings more clearly so that users can easily understand what the company does and the services it provides?
To better understand why users were struggling to grasp Cloudtaru’s core services, we conducted a card sorting session. During this exercise, it became evident that participants were frequently confusing the company’s services with its areas of expertise. This confusion stemmed from the layout of the previous website, where both categories were presented within a single undifferentiated section.
For example, terms like “customer experience” which represent areas of expertise, were commonly placed under services by participants. This pointed to a deeper issue: the site’s content lacked clarity, leading users to misinterpret what the company offers versus what it specialises in.
Design Decision:
We decided to restructure the navigation by introducing two distinct menu items, one for Services and another for Expertise. This separation would help users differentiate between what Cloudtaru offers and what it specialises in. We communicated to the content team to provide clear, focused content under each section so that both current and potential clients could quickly understand the company’s capabilities.
HMW: How might we redesign the site to improve brand visibility and reflect growth?
The older site was minimal and lacked a distinct visual identity. There was no strong first impression and no representation of Cloudtaru’s evolving brand and achievements.
Design Decision:
We decided to build a cohesive visual identity by drawing from the company’s existing brand elements, such as the colour palette from the logo. To reinforce credibility and communicate growth, we proposed introducing new sections that highlight client partnerships, industry recognitions, company milestones, etc.,
HMW: How might we streamline communication so users can reach out effortlessly?
In the previous website, the only way to contact the team was through a small section with an email and phone number. This created friction for users and missed opportunities for connection.
Design Decision:
We decided to create a dedicated Contact page that would reduce barriers and make communication seamless. The planned features included a structured contact form, clickable phone and email fields, embedded office location maps, and links to social media.
HMW: How might we support ongoing recruitment by making it easier for candidates to apply?
Previously, job seekers had to send their applications via email. This process was inconvenient and made it difficult for the internal team to manage incoming submissions.
Design Decision:
We decided to introduce a Careers page where candidates could upload their CVs through a structured form. The goal was to streamline the application process and reduce friction for both applicants and the internal hiring team, allowing for easier tracking and better organisation of candidate data.
From Decisions to Design Execution
Once the key design decisions were in place, we began shaping the structure of the new website. From this point forward, we worked in sprints to progressively turn our ideas into clear, actionable deliverables.
During these sprints, we developed a new information architecture by creating user journeys, sitemaps, user flows, and storyboards. Each of these was reviewed and refined during sprint reviews to ensure the structure aligned with both user expectations and business goals.
With the foundation established, we moved on to wireframing, following an iterative approach. Each version was tested internally and refined based on feedback to ensure the design remained user-centric and purpose-driven.
Following the site’s launch, we conducted usability testing to observe how real users interacted with the platform. Insights from these sessions helped us make minor refinements that enhanced the overall user experience.