Industry Giants Redesign: Iron Mountain Product Page

TL;DR

Iron Mountain's redesign improves clarity but still lacks focus.

Transcript

All right. Hi everyone. This is Justin Rondo, the director of optimization at Digital Marketer. And in this video, we're going to do another design critique. And today, we'll be looking at Iron Mountain. Um, Iron Mountain is an information and storage company. So, they'll kind of like hold on to all of your documents. And so, this is pretty much as... Read More

Key Insights

• The redesign of Iron Mountain's product page moves from a short to a long-form design, adding more content and calls to action.
• The original page's clarity was weak, with unclear messaging and an ineffective headline. The new design improves clarity with a concise headline.
• Despite a better headline, the new page still suffers from message confusion due to multiple offers and unclear calls to action.
• Readability is improved in the new design with a standard headline and subhead format, making the content easier to digest.
• The updated design features a sleeker appearance, moving away from outdated B2B design trends, with a more modern and appealing layout.
• Both the old and new designs use left-hand navigation, but the new design maintains this element, which doesn't enhance clarity.
• The on-site experience remains flawed due to mixed messaging and a lack of clear direction for user actions, diminishing user experience.
• Navigation remains unchanged between the two designs, resulting in no improvement in user guidance or ease of use.

Questions & Answers

Q: What are the main improvements in Iron Mountain's redesigned product page?

The main improvements in Iron Mountain's redesigned product page include enhanced clarity with a more concise headline, improved readability through a standard headline and subhead format, and a sleeker appearance that moves away from outdated B2B design trends. These changes aim to make the page more modern and visually appealing.

Q: What issues persist in the new product page design?

Despite improvements, the new product page design still suffers from message confusion due to multiple offers and unclear calls to action. The on-site experience is compromised by mixed messaging, which diminishes user engagement and direction. Additionally, navigation remains unchanged, offering no improvement in user guidance.

Q: How does the new design impact readability?

The new design positively impacts readability by using a standard headline and subhead format, making the content easier to digest. This structured approach helps users quickly understand the main points, contrasting with the previous design's messy layout. Overall, readability is a significant area of improvement in the redesign.

Q: What is the critique's overall assessment of the redesign?

The critique's overall assessment of the redesign is positive in terms of clarity, readability, and appearance, but it highlights ongoing issues with message confusion and user experience. The redesign scores better than the previous version but still needs further refinement to optimize user engagement and provide clear calls to action.

Q: What suggestions are made for further improvement?

Suggestions for further improvement include tightening up the number of options on the page to reduce message confusion, clarifying the main call to action, and addressing navigation issues to enhance user guidance. By focusing on these areas, Iron Mountain can create a more effective and user-friendly product page.

Q: Why does the critique mention 'old design trends'?

The critique mentions 'old design trends' to highlight the outdated appearance and functionality of the original product page. These trends are associated with traditional B2B design practices that lack modern appeal and effectiveness. The redesign aims to move away from these trends by adopting a more contemporary and user-friendly approach.

Q: What role does the headline play in the new design?

In the new design, the headline plays a crucial role in improving clarity by providing a concise and clear message. It effectively communicates the page's purpose and main benefits, setting the tone for the rest of the content. A strong headline is essential for capturing user attention and guiding them through the page.

Q: How does the critique evaluate the navigation of the new design?

The critique evaluates the navigation of the new design as unchanged from the previous version, resulting in no improvement in user guidance. The left-hand navigation remains, which does not enhance clarity or usability. Addressing navigation issues is suggested as a key area for further improvement to optimize the user experience.

Summary & Key Takeaways

• Iron Mountain's product page redesign aims to improve clarity and readability by adopting a longer format with more content and calls to action. The new design features a better headline and a sleeker appearance, moving away from outdated trends.

• While the updated design enhances clarity and readability, it still faces issues with message confusion due to multiple offers and unclear calls to action. The on-site experience remains compromised, impacting user engagement and direction.

• Navigation has not changed between the old and new designs, resulting in no improvement in user guidance. Overall, the redesign scores better in clarity, readability, and appearance but still needs further refinement to optimize user experience.