Web.com’s “Small Business of the Tour” Voting Campaign

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THE ASK I was tasked with leading the design and UX of a digital landing page to serve as the voting portal for the Web.com Small Business of the Tour competition.

THE GOAL The purpose was to raise awareness of The Web.com brand and services by drive engagement through sharing and voting on the site. The KPI was 3,000 votes set by the marketing and sponsorships team.

Defining Requirements

I held a workshop in the beginning to run a MSCW method exercise. This helped us capture product needs broadly, highlight any technical constraints, and set “must haves” to define requirements.

Brainstorming and Ideation

After approving priority and focus of requirements, I scheduled another session with the team to come up with ideas for the voting page experience. We sourced inspiration from various sites including the PGA tour, dating sites, and other voting platforms. We then took the top 3 ideas from the session and refined the concepts for feedback with stakeholders. We decided to move forward with the tile randomizer and kept the leaderboard concept to display results after a user has voted. This would allow for fair voting and fit within our scope and timeline.

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User Flow

Voting Logic and Workflow

I started to flow out the ideal path for a user to accomplish this task with the least friction. Based on constraints and our voting model, we needed to balance a fair voting system with the ability to vote multiple times to encourage engagement. We had to put mechanisms in place like a captcha, and only voting once per day to prevent cheating.

 

Screens

  • Voting Landing Page

  • SMB detail voting modal

  • Confirmation modal

  • Leaderboard

  • Email confirmation

Final Wires


Live Site

Outcomes

  • The initial KPI for this project of 3k votes was met and reached over 14k votes

  • This was the first initiative for the SMBoT program and has now gained funding and resources due to its success

  • With proper tracking/analytics we can better determine parts of the experience that people enjoy or get value from in the voting process.