Wilcom's Hatch Embroidery software is the leading option for embroidery hobbyists. The Hatch website has advanced over time, shaped by user feedback and branding developments.
Hatch Embroidery software is available with a perpetual license and undergoes major version updates. The project involved revamping the website for the Hatch 3 software release, showcasing new software capabilities and website improvements.
Project brief
Hatch Embroidery 3 software
Hatch Embroidery 3 website redesign
Existing website evaluation
I started by analyzing the existing website structure and its development over time. Multiple teams had played a role in creating the current site, each with their expectations for the new version. My job was to comprehend the reasoning behind its current state and identify the needs of the users and business.
Reduce distractions to improve experience
Present understandable information
Clean navigation
The website featured lengthy descriptions and CTAs placed in unexpected locations, causing distractions and hindering task completion.
Descriptions of the software features were either unclear or absent, and the pages were cluttered with duplicate content, complicating navigation.
The navigation lacked structure as more items were continuously added over time, leading to a cluttered menu filled with visuals and descriptions.
Users can purchase different products based on their levels. On the existing website, they spent a significant amount of time searching for the right products, as the UI did not provide adequate guidance.
Show personalized content to signed-in users
Hatch Embroidery 2 website page structure
Drawing from user personas and research, I assessed the existing website and developed user flows and structures to improve the overall experience.
Hatch Embroidery software comes in four levels, each tailored to specific user needs. Users can buy any level and upgrade if their needs change, with installment payment options available for the top two levels. Over time, separate landing pages for each payment method led to duplicate content and confusion, requiring several clicks to buy the product. My aim was to remove these duplications and reduce the number of clicks needed for purchasing or trialing the product.
I mapped several flows of the steps required to achieve tasks like downloading a trial or purchasing. This method clearly showed the areas where the user might be losing interest or getting confused. These flows were then discussed with a wide team to gain feedback and the learnings were implemented in the new website design.
Content analysis
Mapping userflows and identifying gaps
After several rounds of low-fidelity prototyping and narrowing down the moodboard, I created a high-fidelity prototype. Rapid prototyping is a central part of my design process. The high-fidelity prototypes undergo a refinement process based on feedback.
The image above showcases the 'upgrade page,' which displays custom content to the user after signing in to the website based on their entitlements. This new feature was designed to simplify the process for users to upgrade from their current versions and levels.
Solution
Navigation
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After
Product pages
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After
Product features
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After
Below are some of the improvements:
The website was also designed to be mobile responsive
In the first week of the Hatch 3 website launch, around 10% of Hatch users purchased the paid update. Hatch 3 trials experienced a 50% increase compared to Hatch 2. The weekly growth rate for Hatch 3 was 20-30% higher than that of Hatch 2.