1 week | UX Design Assessment | 2025
Creating a better case study section for SimplifyNext
Improving content discovery for a B2B consultancy's case study section
1 week | UX Design Assessment | 2025
Creating a better case study section for SimplifyNext
Improving content discovery for a B2B consultancy's case study section
1 week | UX Design Assessment | 2025
Creating a better case study section for SimplifyNext
Improving content discovery for a B2B consultancy's case study section
My Role:
UI/ UX Design, UX Research, Information Architecture, Prototyping
Platform:
Responsive Web
Constraint:
1 week timeline, design assessment context
My Role:
UI/ UX Design, UX Research, Information Architecture, Prototyping
Platform:
Responsive Web
Constraint:
1 week timeline, design assessment context
My Role:
UI/ UX Design, UX Research, Information Architecture, Prototyping
Platform:
Responsive Web
Constraint:
1 week timeline, design assessment context
01 - The Ask
SimplifyNext needed a clearer way to show their case studies by service and industry.
My Focus: make discovery easier, reduce cognitive load, and support prospect decision-making.
01 - The Ask
SimplifyNext needed a clearer way to show their case studies by service and industry.
My Focus: make discovery easier, reduce cognitive load, and support prospect decision-making.
01 - The Ask
SimplifyNext needed a clearer way to show their case studies by service and industry.
My Focus: make discovery easier, reduce cognitive load, and support prospect decision-making.
02 - The Problem
Prospects visit SimplifyNext to explore how automation can help them.
But the “Use Cases” section was hard to browse, linear, and didn’t support comparison across industries or outcomes. Prospects had to “work” to find relevant case studies for their own problem, which weakens the case studies’ ability to support sales.
02 - The Problem
Prospects visit SimplifyNext to explore how automation can help them.
But the “Use Cases” section was hard to browse, linear, and didn’t support comparison across industries or outcomes. Prospects had to “work” to find relevant case studies for their own problem, which weakens the case studies’ ability to support sales.
02 - The Problem
Prospects visit SimplifyNext to explore how automation can help them.
But the “Use Cases” section was hard to browse, linear, and didn’t support comparison across industries or outcomes. Prospects had to “work” to find relevant case studies for their own problem, which weakens the case studies’ ability to support sales.
The front page has a link to the case studies, but they are arranged in such a way that they are hard to see all case studies at once.
The front page has a link to the case studies, but they are arranged in such a way that they are hard to see all case studies at once.
The front page has a link to the case studies, but they are arranged in such a way that they are hard to see all case studies at once.
In mobile view, the case study cards should have another card partly cut off to give the user a hint there are more case studies to read.
In mobile view, the case study cards should have another card partly cut off to give the user a hint there are more case studies to read.
In mobile view, the case study cards should have another card partly cut off to give the user a hint there are more case studies to read.
There are multiple errors with the footer section of the site. While not within scope, this affects how users perceive the site.
There are multiple errors with the footer section of the site. While not within scope, this affects how users perceive the site.
There are multiple errors with the footer section of the site. While not within scope, this affects how users perceive the site.
The design was put through a heatmap study to understand how users interact with the site.
The design was put through a heatmap study to understand how users interact with the site.
The design was put through a heatmap study to understand how users interact with the site.
Putting the copy through a readability score shows it is overly complex, which impacts accessibilty.
Putting the copy through a readability score shows it is overly complex, which impacts accessibilty.
Putting the copy through a readability score shows it is overly complex, which impacts accessibilty.
Most of the case studies share similar tags, so using the filters doesn’t help narrow down the case studies.
Most of the case studies share similar tags, so using the filters doesn’t help narrow down the case studies.
Most of the case studies share similar tags, so using the filters doesn’t help narrow down the case studies.
03 - My Success Criteria
Before designing, I defined what success would look like:
Goal
Why it matters
Users can orient themselves quickly
Reduces bounce / confusion
Users can enter the case studies through multiple paths
Supports different goals (industry / problem / solution)
Case study pages are scannable
Faster understanding → faster decision-making
Content feels lighter without removing detail
Improves accessibility
Mobile view isn’t an afterthought
A mobile responsive site is a must have
04 - Research
Notable features of the sites I did research on
The use of category tags
Having a live chat function reduces contact friction between user and company
Table of contents for the case study helps quick navigation and a contact us button helps increase contact chances
Letting the user know the reading time is good UX
Sharing functions helps increase the online presence of the article
The use of category tags
Having a live chat function reduces contact friction between user and company
Table of contents for the case study helps quick navigation and a contact us button helps increase contact chances
Letting the user know the reading time is good UX
Sharing functions helps increase the online presence of the article
The use of category tags
Having a live chat function reduces contact friction between user and company
Table of contents for the case study helps quick navigation and a contact us button helps increase contact chances
Letting the user know the reading time is good UX
Sharing functions helps increase the online presence of the article
Metrics are good to show quantifiable results
Quotes from clients lend extra credibility to the case study
Metrics are good to show quantifiable results
Quotes from clients lend extra credibility to the case study
Metrics are good to show quantifiable results
Quotes from clients lend extra credibility to the case study
I liked the interactive feature of each case study card. By allowing the user to flip each card, the card can show more information.
I liked the interactive feature of each case study card. By allowing the user to flip each card, the card can show more information.
I liked the interactive feature of each case study card. By allowing the user to flip each card, the card can show more information.
A lot of case study sites I visited present their case studies in an uniform grid format.
Wile this helps the user to read through the case studies, I felt that there can be a better way of presenting the case studies instead of just laying it all out in a grid.
A lot of case study sites I visited present their case studies in an uniform grid format.
Wile this helps the user to read through the case studies, I felt that there can be a better way of presenting the case studies instead of just laying it all out in a grid.
A lot of case study sites I visited present their case studies in an uniform grid format.
Wile this helps the user to read through the case studies, I felt that there can be a better way of presenting the case studies instead of just laying it all out in a grid.
05 - Before/After
Before
After
There were only three filtering criteria, which does not help the user filter case studies with enough granularity.
There were only three filtering criteria, which does not help the user filter case studies with enough granularity.
There were only three filtering criteria, which does not help the user filter case studies with enough granularity.
Case studies are arranged in a continuous grid format
Case studies are arranged in a continuous grid format
Case studies are arranged in a continuous grid format
The tags are nearly all similar and the titles does not 'sell' the benefit of the project.
The tags are nearly all similar and the titles does not 'sell' the benefit of the project.
The tags are nearly all similar and the titles does not 'sell' the benefit of the project.
Letting the user see what industries the company serves and also acting as a filter.
Industries were chosen because its likely the category that is the most immediate or relevant to the user when looking for a case study.
Letting the user see what industries the company serves and also acting as a filter.
Industries were chosen because its likely the category that is the most immediate or relevant to the user when looking for a case study.
Letting the user see what industries the company serves and also acting as a filter.
Industries were chosen because its likely the category that is the most immediate or relevant to the user when looking for a case study.
I rewrote the case study titles to tell a story, and communicate the use case/benefit of that project.
I rewrote the case study titles to tell a story, and communicate the use case/benefit of that project.
I rewrote the case study titles to tell a story, and communicate the use case/benefit of that project.
I added an immediate chat widget that lowers the friction point for users to consult with the company.
I added an immediate chat widget that lowers the friction point for users to consult with the company.
I added an immediate chat widget that lowers the friction point for users to consult with the company.
I created a FAQ section to help the user understand the company’s services.
I created a FAQ section to help the user understand the company’s services.
I created a FAQ section to help the user understand the company’s services.
The Readability score of the copy shows that is it too complex, which slows the user down when they are trying to understand the message of the case study.
The Readability score of the copy shows that is it too complex, which slows the user down when they are trying to understand the message of the case study.
The Readability score of the copy shows that is it too complex, which slows the user down when they are trying to understand the message of the case study.
Bigger title
Bigger title
Bigger title
Included the published date, reading time, and sharing options.
These helps the user in their reading and sharing experience.
Included the published date, reading time, and sharing options.
These helps the user in their reading and sharing experience.
Included the published date, reading time, and sharing options.
These helps the user in their reading and sharing experience.
The copy was rewritten to have an easier reading experience.
The copy was rewritten to have an easier reading experience.
The copy was rewritten to have an easier reading experience.
Metrics helps to quantify how the project has helped with the problem in measurable terms.
Having client quotations is an endorsement of the company’s quality service.
Metrics helps to quantify how the project has helped with the problem in measurable terms.
Having client quotations is an endorsement of the company’s quality service.
Metrics helps to quantify how the project has helped with the problem in measurable terms.
Having client quotations is an endorsement of the company’s quality service.
Images and data visualizations increases the appeal of the reading experience for the user.
Images and data visualizations increases the appeal of the reading experience for the user.
Images and data visualizations increases the appeal of the reading experience for the user.
Bigger case study cards made with the same rationale as the main case study page.
Bigger case study cards made with the same rationale as the main case study page.
Bigger case study cards made with the same rationale as the main case study page.
06 - A closer look
Problem Area
All of the case studies fall under these three criteria, meaning users are very limited in their filtering options.
Problem Area
All of the case studies fall under these three criteria, meaning users are very limited in their filtering options.
Problem Area
All of the case studies fall under these three criteria, meaning users are very limited in their filtering options.
Solution
I used AI to analyze the contents of all the case studies and created filters and filter categories that allow the user to search for case studies with more granularity.
Why
By having more filtering granularity, we let the user filter for case studies with more exact conditions, so they spend less time searching for case studies that fit their interest.
Solution
I used AI to analyze the contents of all the case studies and created filters and filter categories that allow the user to search for case studies with more granularity.
Why
By having more filtering granularity, we let the user filter for case studies with more exact conditions, so they spend less time searching for case studies that fit their interest.
Solution
I used AI to analyze the contents of all the case studies and created filters and filter categories that allow the user to search for case studies with more granularity.
Why
By having more filtering granularity, we let the user filter for case studies with more exact conditions, so they spend less time searching for case studies that fit their interest.
Problem Area
The case studies are all laid out in a continuous grid format. While this isn’t a big issue, I feel that the case studies can be further arranged into different sections.
Problem Area
The case studies are all laid out in a continuous grid format. While this isn’t a big issue, I feel that the case studies can be further arranged into different sections.
Problem Area
The case studies are all laid out in a continuous grid format. While this isn’t a big issue, I feel that the case studies can be further arranged into different sections.
Solution
By analyzing the content of the case studies, I classified them into different sections. The title of the section is written to communicate in what areas can these case studies help the user, with subtext to elaborate more.
Why
Breaking up the case studies into sections classifies the studies into meaningful categories and tell the story of how these case studies fulfil this section’s use case.
They also provide a ‘break’ in the monotony of the page structure.
Solution
By analyzing the content of the case studies, I classified them into different sections. The title of the section is written to communicate in what areas can these case studies help the user, with subtext to elaborate more.
Why
Breaking up the case studies into sections classifies the studies into meaningful categories and tell the story of how these case studies fulfil this section’s use case.
They also provide a ‘break’ in the monotony of the page structure.
Solution
By analyzing the content of the case studies, I classified them into different sections. The title of the section is written to communicate in what areas can these case studies help the user, with subtext to elaborate more.
Why
Breaking up the case studies into sections classifies the studies into meaningful categories and tell the story of how these case studies fulfil this section’s use case.
They also provide a ‘break’ in the monotony of the page structure.
07 - Outcomes
The concept was approved as presented. Although this was a design test and not taken into production, the redesign is structured to support faster discovery of relevant cases, reduce friction in sales conversations, and improve how prospects assess solution fit.
07 - Outcomes
The concept was approved as presented. Although this was a design test and not taken into production, the redesign is structured to support faster discovery of relevant cases, reduce friction in sales conversations, and improve how prospects assess solution fit.
07 - Outcomes
The concept was approved as presented. Although this was a design test and not taken into production, the redesign is structured to support faster discovery of relevant cases, reduce friction in sales conversations, and improve how prospects assess solution fit.
08 - Reflection
What I learned:
Scope clarity avoids UI over-complication
Good IA removes friction before visual design begins
Case studies are content design problems, not just UI problems
08 - Reflection
What I learned:
Scope clarity avoids UI over-complication
Good IA removes friction before visual design begins
Case studies are content design problems, not just UI problems
08 - Reflection
What I learned:
Scope clarity avoids UI over-complication
Good IA removes friction before visual design begins
Case studies are content design problems, not just UI problems
Ron Ang | 2025 | Crafted with
, powered by Framer
Ron Ang | 2025 | Crafted with
, powered by Framer
Ron Ang | 2025 | Crafted with
, powered by Framer