Illustrating the features and values from the start was crucial for the customer to understand what they were actually purchasing.
ROSETTA STONE TOTALE ONLINE MULTIPLE USERS SOFTWARE
The initial challenge was differentiating between Rosetta Stone’s CD software versus their digital offering and TOTALe (the online subscription service and app component). Through eye tracking, user testing, and in-depth interviews, we worked through these UX challenges. Naturally, the goal was to reduce time-to-checkout and make the entire process easy to navigate and complete. Incorporating immersive images and videos allows the site to serve rich, interactive storytelling on the go (as well as act as a destination for those looking to purchase the software, of course).Īfter intensive market research, we broke down these features to simply target the two types of users visiting the site: the one wanting to learn more about the product on their phone and the potential buyer just trying to jump right in and make a purchase. Thus, the initial site concept was built around the idea of using mobile interactions and gestures as an engagement feature, not simply as a way to navigate.
The strategy behind Rosetta Stone’s completely redesigned mobile site was to move away from the traditional “yellow box CD-ROM” that the company recently shed with a global rebrand, and instead showcase a future-looking, learn-anywhere software service. We used an iterative and idea-driven process - brainstorms, napkin sketches, rough wireframes, paper prototypes - as a way to explore and validate the goals of the content and user experience requirements and the creative brief without getting bogged down too deep in design or building.
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