EngatiConversational Automation & AI
Repositioning one of the most advanced and intelligent live-chat platform company
Company
:
Prismic Reflections
Work
:
website redesign
Role
:
UX researcher & UX Designer
Responsiblities
:
Handle Client , Research & design
Project
Overview
Engati, a leading customer experience platform specialising in conversational automation and AI, has grown exponentially since its inception. Initially focused on Southeast Asia, the Middle East, and India, Engati’s vision evolved towards expanding into Western Europe, the UK, and North America. However, their previous website couldn’t keep up with their rapid growth or new market ambitions. It lacked essential product information, failed to highlight key brand strengths, and struggled to connect with a diverse target audience. This redesign project aimed to solve these issues, positioning Engati as a global leader in conversational automation and customer experience.
Poor site structure and user flow led to confusion and low engagement.
Insufficient product visibility and information for new users.
Lacked focus on business needs across sectors like e-commerce, retail, insurance, hospitality, etc.
Site did not showcase Engati’s technical expertise or success stories effectively.
Challenges
Stakeholder Research & Analysis
Through detailed stakeholder interviews and user research, we gained insights into the needs and pain points of Engati’s diverse audience:
Decision-makers (C-Level Executives) from sectors like e-commerce, retail, insurance, and hospitality wanted easy access to information on ROI, security, and industry expertise.
Influencers and Mid-management teams required robust documentation, product flexibility, and strong after-sales support to evaluate technical solutions.
Tech enthusiasts sought quick demos, innovative product features, and clear information about integrations and scalability.
Job seekers looked for insights into company culture, leadership, and growth opportunities.
Lack of content addressing specific business sectors and challenges.
Difficulty finding case studies and proof of Engati’s industry expertise.
Absence of in-depth technical documentation and resources before signup.
Weak portrayal of Engati’s brand personality and leadership.
Key Pain Points Identified:
Persona
UX Strategy & Roadmap
Our strategy revolved around redesigning the website to cater to diverse user groups while streamlining information architecture and improving usability.
Key Initiatives:
Information Architecture Overhaul: Simplified navigation with clearer pathways for decision-makers, influencers, and tech users. Grouped relevant links under user-focused categories like “Industries,” “Solutions,” and “Resources.”
Content Prioritisation: Created dedicated sections for key industries (e-commerce, insurance, retail), emphasising case studies, client testimonials, and ROI metrics.
Enhanced Usability: Streamlined the user journey from landing on the site to exploring product demos and submitting inquiries, improving task flow.
Support for Onboarding & After-sales: Enhanced visibility of support options with dedicated resource centres for troubleshooting and implementation help.
Roadmap:
Discovery Phase: Research & Definition (1 week).
Design & Evaluation: Design iterations and testing (6 weeks).
Handover & Support: Launch, post-launch support, and optimisations (5 weeks).
Information Architecture
We refreshed Engati’s visual language to reflect their new vision, aligning the brand with its future ambitions.
Design Principles:
Modern & Clean Aesthetic: Introduced a sleek, professional, yet approachable design, emphasising trust and intelligence through clean layouts, intuitive navigation, and real imagery.
Dynamic UI Elements: Leveraged engaging icons, infographics, and explainer videos to help users understand complex features and the overall value proposition.
Human-Centric Imagery: Incorporated real photos of the Engati team and clients to add authenticity, positioning Engati as approachable and credible.
Consistent Branding: Updated colour schemes and typography to reflect Engati’s innovative edge while maintaining consistency across all touch-points, from the website to marketing collateral.
Brand Refresh & Visual Language
TYPOGRAPHY
Source Sans Pro + Hind
What is Affiliate partnership?
Affiliate partnership offers you the ability to resell Engati in your local market or with your customers as an extension of your current offerings. Each partner will have its own admin portal using which the partner can monitor the interactions, assign trials to its client and much more. For bot building costs, the partner saves 20% cost.
Source Sans Pro
Heading
Paragraph
Hind
Colors
Primary Colors
#AE1536
#EE5D0B
#FFAC0A
#403F42
Secondary Colors
#E75D7F
#675B98
Wireframes
INNER PAGES
RESPONSIVE DESIGN
lANDING PAGE
Results & Impact
The redesign delivered significant improvements:
Improved Conversion Rates: Conversion rates for sign-ups increased by 30%, driven by the more accessible demo options and clearer value proposition.
Higher Engagement: Average time spent on key pages (like case studies and product feature pages) increased by 50%.
Qualified Leads: The number of qualified leads through inquiry forms and calls increased by 25%.
Reduced Bounce Rates: Simplified navigation and clear CTAs helped reduce bounce rates by 20%.
Better Customer Satisfaction: Post-launch feedback indicated that users found the new website more intuitive, informative, and aligned with their needs.
A critical component of the redesign was aligning Engati’s online presence with their vision to expand into Western Europe, the UK, and North America.
Key Actions Taken:
Localised Content: Tailored product content and case studies for new markets to address region-specific challenges and regulations, such as GDPR compliance for European clients.
Industry-Specific Content: Highlighted success stories and solutions in industries poised for growth in new markets (e.g., healthcare, financial services in Europe and North America).
Showcasing Expertise: Enhanced the “About” and “Leadership” sections to build trust with international clients by displaying Engati’s credibility and thought leadership.
Market Expansion Vision
Lessons Learned
Several challenges arose during the project that provided valuable lessons:
Balancing User Needs with Business Goals: We learned the importance of balancing a clear user journey with the need to push business objectives like sign-ups and conversions without overwhelming the user.
Iterative Feedback Loops: Regular testing and feedback from real users were essential in fine-tuning the design and ensuring that every touchpoint resonated with the audience.
Localisation Challenges: Expanding into new markets required careful attention to local business practices and regulatory compliance, which was a key learning point for international growth.