Ruby
ROLE
RESULTS
UX Designer
Project Manager
Website redesign has resulted in 400% increase in conversion rates
Ruby is a virtual receptionist and live chat solution company that serves small businesses.
Founded in 2003, Ruby has been offering a range of services, such as professional call answering and customer engagement services. The company was looking to undergo a significant website and brand refresh that better integrated these offerings while highlighting their unique combination of human service and technology.
The primary challenge was managing two distinct but complementary products - Reception Services (RS) and chat solutions - while effectively communicating their value to different business segments.
Ruby needed to address the varying needs of owners, small businesses, and larger enterprises, each facing unique challenges from administrative burden to scalability. The existing website lacked cohesion between products and failed to provide clear pathways for different user types, while relying too heavily on stock photography and generic content that didn't authentically represent their technology-human hybrid solution.​
We planned a comprehensive website and brand refresh.
Such an approach was taken to better integrate their voice-based and text-based services while highlighting their unique combination of human service and technology. This included developing industry-specific content hubs, creating personalized user journeys, and implementing custom photography showcasing real customers and staff. The strategy emphasized building trust through deeper content engagement before pushing for conversions, with different paths tailored to various business sizes - from solopreneurs to large organizations - recognizing that different personas require different types of content to build confidence.
The new design aimed to drive consistent conversions through natural user journeys and improved cross-promotion of content and product details.
By moving away from stock photography and focusing on real customer stories, Ruby could better illustrate the human connection while showcasing their technology solutions. The redesigned navigation and industry-specific content organization would keep potential customers engaged longer on the site, building credibility through relevant case studies, videos, and detailed product information. This approach would help businesses of all sizes understand how Ruby could address their specific pain points while providing scalable, efficient solutions for their communication needs.
