company
CAST Group of Companies Inc.
timeline
Jan 2018 - Dec 2020
Overview
CAST Group of Companies Inc., an award-winning leader in lighting, design, and previsualization software for nearly 25 years, offers innovative products such as BlackTrax, wysiwyg, and Vivien. These products are developed in-house and supported by a global network. Driven by passion, creativity, and technology, CAST Group's tools enable projects to reach their full potential. Key members of the group include CAST Software Ltd and CAST BlackTrax Inc.
For this project, the focus will be on enhancing the Members’ Only Area (MOA), creating a single source of truth for both existing members and new users. The MOA is the platform where users can renew or subscribe to memberships for accessing CAST's SaaS platform, wysiwyg.
![](https://cdn.prod.website-files.com/5dc5ef892427076e11c1947a/665fdecc793c5eb0a547ca17_cast-brands.png)
![](https://cdn.prod.website-files.com/5dc5ef892427076e11c1947a/66651fbe867527d1c189bc96_overview.png)
A UX Designer wearing multiple hats
As a UX generalist, my responsibilities included:
- Revamping key website UX and documentation
- Creating demo prototypes using HTML, CSS, JavaScript
- Conducting user research and user feedback
- Collaboration with different departments
Team includes...
![](https://cdn.prod.website-files.com/5dc5ef892427076e11c1947a/665fe44867a222f20fa585a0_Role%20(2).png)
The Problem
Despite its leading position in the industry, CAST Group faces significant challenges with outdated design for their internal member's only area platform and an increase in technical tickets throughout the years. These challenges manifest in 4 key areas:
![](https://cdn.prod.website-files.com/5dc5ef892427076e11c1947a/665fe226318e63a3a6fe7569_problem%20statement%20(1).png)
Our Goals
![](https://cdn.prod.website-files.com/5dc5ef892427076e11c1947a/665fe7ad6908d806e80ba6cd_ic_baseline-business.png)
Drive business growth and leadership through increased revenue, innovation, and operational efficiency.
![](https://cdn.prod.website-files.com/5dc5ef892427076e11c1947a/665fe7be154d6577ef5e1775_mdi_user.png)
Prioritize customer satisfaction by simplifying processes, providing accurate data, and offering efficient management tools.
![](https://cdn.prod.website-files.com/5dc5ef892427076e11c1947a/665fe7c2db76d736e8a880b6_ep_platform.png)
Optimize product performance by enhancing user experience, ensuring data accuracy, and integrating functionalities seamlessly.
Our Solution
We embarked on a comprehensive redesign of key platforms to improve interactions and address critical issues, aiming to maintain CAST's industry leadership. This evolved from a minor redesign to a complete system overhaul due to significant flaws impacting revenue, requiring streamlined efficiency.
1. Redesigned the UX and visual experience to make it more modern, and create a single source of truth.
2. Simplified the renewal and subscription process for all users.
3. Providing the admin users a source of truth.
![](https://cdn.prod.website-files.com/5dc5ef892427076e11c1947a/66607118770ce900c8537cac_MOA-gif.gif)
Impact and Outcomes
User adoption rate:
![](https://cdn.prod.website-files.com/5dc5ef892427076e11c1947a/666135690f14580e61cbe133_Adoption.png)
of employees successfully transfer to using the newest internal platform with 10% of the customers still gradually migrating from the old system.
Customer retention rate:
![](https://cdn.prod.website-files.com/5dc5ef892427076e11c1947a/666135774434ca27f30a6b0e_Retention.png)
improvement in customer retention within the first year of implementation, reversing the previous 20% decline.
Sales growth:
![](https://cdn.prod.website-files.com/5dc5ef892427076e11c1947a/666135784e49171d1a1a8e61_Sales.png)
increase in sales within the 1st year of implementation by enhancing the UX and streamlining the purchasing process.
Support efficiency:
![](https://cdn.prod.website-files.com/5dc5ef892427076e11c1947a/6661357bc08f349d813d9c98_Support.png)
reduced support tickets in the first year due to improved interfaces and simplified processes, reflecting higher user satisfaction and usability.