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The new design sent 14% more people to the signup page. We know how the signup page converts (and continues to convert) and we didn’t change anything there. We didn’t test actual signup numbers – just clicks to the signup page. That’s where most people land on their second hop, so we wanted to see if the new design took more people to that page. The test wasn’t sophisticated – we just wanted to test clickthroughs to the sign-up page. Once the page was ready, we decided to run an A/B test against the current (now the old) design. We can talk about those decisions in a future post. So we decided to replace the phrases with icons representing the major features/benefits of Basecamp.Īfter a few rounds of tweaks, we ended up with this:Īfter we were pretty happy with the top, we moved down the page and redesigned the rest. We tweaked a few small things, but while we loved the general concept we still felt like it wasn’t communicating clearly enough at first glance. We messed around with the words, subheads, and other copy. The original sketch, done in Draft and shared in Campfire:įrom this sketch we ended up with something that looked like this:

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In this case the idea was a series of scenarios all pointing back at the Basecamp logo. Started with a sketchĪs we usually do, we start with a very low-fi sketch of the big idea behind the design. Specifically we were interested in more visuals, less text, and a generally simpler and less dense presentation. We liked the current design, but we wanted to see if we could do better. A few weeks ago we decided to take a stab at redesigning the Basecamp home page.

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