About AuthBridge
Established in 2005, AuthBridge is India’s leading B2B background verification organisation. They quickly moved from manual verification to tech-enabled and, since 2010, have launched tens of AI-driven tools for faster, more robust verification.
My role
I worked on this project during my employment at Havas (Creative agency). In this project, I teamed up with the client’s internal content team and UX Designers at Havas to interview stakeholders, identify problem areas, brainstorm solutions, and execute them under the guidance of agency’s Creative Director.
My contributions to this project:
- Information architecture and site-mapping via interviews, feedback and card sorting
- Designed the brand’s new positioning/tagline, and created voice and tone guidelines
- Reworked the entire content as per the new IA and in-page hierarchy
The Challenge
Despite its industry-leading tools and data-driven processes, AuthBridge was perceived as an old-school verification organisation. However, it wanted to highlight the use of artificial intelligence and relaunch the brand as an innovator in the background verification space.
Key issues →
- No direct mention of AI-usage
- Unplanned site → Frustrating user flow
- Irrelevant & redundant topics
- Too much content → Visual clutter
- Jargon words & uninspiring language
The Solution
AuthBridge needed a complete image overhaul, from brand identity and positioning to content restructuring and website revamp.
Goals
- Simplify & streamline user flow
- User-centric, inspiring copy
- Reduce visual clutter
- Create a contemporary brand identity
Key decisions
- Responsive website
- Dynamic elements on each page
- Use of tech-indicative words
- Minimise the number of clicks required to reach the desired page.
The Execution
Brand Identity & Voice
We chose Blue to signify the usage of technology in the background verification process.
The tagline was changed too, to make the usage of data more evident and highlight the brand’s core proposition - Trust.
I kept the brand voice professional and confident, emphasising words that establish trust and data-centricity. I stripped the content of its jargon and switched to an active voice wherever possible.
Information Architecture & Sitemap
A quick website audit revealed that though rich with content and tools, the website lacked a logical structure, and it was easy for any user to feel lost and frustrated. The search functionality wasn’t of much help either.
I began by interviewing the internal stakeholders and auditing the high-traffic sections of the website. Then, based on the analysis, I asked the focus groups (user personas) to sort cards to figure out the best content hierarchy that reduced visual clutter and allowed users to reach their destination within 3 clicks.
Additionally, I added a few pages and removed sections that had become redundant over time or were not attracting any interest (clicks) from site visitors. Finally, other important links were moved to the footer.
Final Screens
Learnings & Way Forward
- The biggest learning in this project is that no matter how complex the website and content are, you can make it user-friendly and trim the steps to any section 3 or less. At the beginning of the project, this seemed impossible, and I almost gave up. Glad that my team persisted and pushed, and we had a happy client and a great case study!
- For a trust-based business operating in B2B, the website content is way more straightforward to grasp than before. However, despite my best efforts, the website still has too much content for my liking (but that’s my personal opinion, and the client’s opinion trumps the UX writer’s).
- As suggested in the content’s Way forward plan during the project handover, the website is updated every quarter, which is a big win for me. Check out the current look here.
In the interest of time (yours and mine), I decided to focus this case study on only one aspect of the project.
To discuss this project in detail, contact me via email.
To discuss this project in detail, contact me via email.
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