Overview
PayamGostar set out to improve its CRM website, strengthen visual consistency and generate more qualified interest in its product. My role covered UX design, user research and team leadership.
Team and objectives
The team included Morteza Senfi, Elham Mehrparvar, Shirin Atarod and Amin Kasirifar, collaborating on research, wireframes, prototypes and testing.
- Increase trial registrations.
- Build a stable, consistent UI identity.
- Fix usability issues in the previous site.
- Increase site visits.
Understanding the current experience
We studied analytics and session behavior using Google Analytics and Hotjar, then interviewed stakeholders, potential customers and existing clients. CRM and BI insights informed the personas and priorities.
Structure and design
The team created a revised sitemap and information architecture, produced low-fidelity wireframes in Balsamiq and reviewed proposals with stakeholders throughout the process.
Launch and iteration
Within the first three months, the case study reports a 200% increase in trial registrations and first-place Google search visibility in the relevant Iranian market. A second iteration introduced a “Book a Call” option, a quick-call button and changes intended to improve engagement.
Reported outcomes
- +200% trial registrations after the redesign
- +400% inbound calls after the later feature changes
- Improved UI consistency and a revised SEO-friendly structure
These results describe different conversion measures and should not be conflated with one another.
Case-study content adapted from the existing published portfolio with only light clarity edits. Metrics are reported outcomes from the original case study; they have not been independently audited. Illustration on this page is conceptual, not a product screenshot.