Mordor Intelligence

Mordor Intelligence India Website Design

Brief

Mordor Intelligence is a revenue-funded organization that provides precise data and actionable insights to leading giants worldwide. Its domain-specific teams of research experts continuously track markets, enabling their clients to gain a competitive edge through high-quality market intelligence.
Our brief was to redesign Mordor’s website to enhance discoverability, usability, and engagement for users seeking market research, industry insights, and custom data solutions.

Challenge

We were tasked with revamping the website with the following set of goals in mind:

1.Easy Discovery: Users should quickly find the right data with minimal effort, even across a content-heavy platform
2. Lead Generation: Highlight Mordor’s strength of custom research for niche markets, by making it easy for users to request tailored insights at key touchpoints
3.Smart Accessibility: To maximize user consumption, data needs to be presented in a way that is both efficiently conveyed and valuably presented

Discover

We conducted a 3-day discovery workshop with 7 stakeholders from different departments. Each interview was tailored to the person’s role, asking them to step into a potential customer’s shoes. This helped us uncover real pain points that wouldn’t have surfaced through secondary research alone.

Key Takeaways:

1. The landing page didn’t clearly showcase Mordor’s full range of services or its core strength—domain expertise.
2. Report pages felt too academic, making them harder to scan and digest quickly.
3. The left-hand navigation was cluttered and overwhelming, with too many layers of nested data under industry tabs.

Define

The success of the design invariably resided in the following factors which gave a solid foundational direction to the design process:

1. Discoverability: An intuitive navigation flow for easy discoverability with layered categories giving the user control of the depth of dive they want to go to
2. Lead Generation: Strategic points for entry across the platform for custom lead generation
3. Accessibility: A clear section dedicated to Mordor’s offerings which details different types of reports, insights and papers that are available for instant consumption

The competitive analysis conducted gave us a fair idea about the navigation flows and best practices for presenting data-heavy reports in consumable, bite-sized chunks.

Typography

Poppins

Bold Semi Bold Medium Regular

Characters

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) ?

Colour

Iconography

Wireframes

Goals

The Mordor Intelligence project aims to redefine the website’s visual and content elements for improved clarity and user experience. This involves highlighting Mordor’s expertise, streamlining navigation to report pages, and ensuring SEO compliance to drive engagement and conversions effectively.

UI Design

Primary Naviagtion

We simplified the discoverability by focusing on how users naturally seek information. Our design approach prioritizes clarity and ease of access, helping users find what they need without feeling overwhelmed.
By structuring content around user intent, whether they’re exploring broadly or searching with a clear goal, we made the platform more intuitive and aligned with how users think and navigate.
The report navigation is divided into Sub-Categories of Industries, Regions, and Countries to promote an idea that reflects Mordor’s breadth of expertise. The industry tab gives the user control over finding Level 1 of information from the navigation itself, solving for the use cases when the user “knows what they want” and would benefit from deep dive as per needs.

Custom Solutions

We placed entry points to customized solutions on the navigation panel to entice users looking for specifically curated insights and data on a particular topic to generate leads as a part of business goals.

Navigation for mobile was designed to initiate a flow of intuitive data discoverability. The categorization solves for two levels of data, keeping it consistent with the desktop iteration.

Home Page

The sections on the home page are intuitively sequenced to build a narrative of what Mordor does, what its different offerings are, how it is the best in the industry, who they have impacted, and why it should be trusted.
A scroll through the page informs the audience and convinces them of the credibility that Mordor commands in the industry.

Industry Overview

The Industry Overview page is a representation of Mordor’s range of expertise by creating a narrative arc for readers to gauge the breadth of their research capability.
The Industry detail page that follows, talks about depth of the industry and diverse solutions Mordor offers.

Conclusion

What did we achieve from the project?

We significantly enhanced the website’s navigation, ensuring a seamless and user-friendly experience. The content is now organized with a clear hierarchy, allowing users to effortlessly find their way through the platform.
Clear entry points for custom research queries have resulted in 67% increase in lead generation and 22% lead conversions, impacting the business numbers significantly.

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