RefME Website Optimization

Content outline redesign of the main website describing the service including all of the platforms, extensions, and subscriptions.

Sneak peek of RefME website.

My role
See, Think, Do framework introduction, heuristic evaluation, content outline design, visual design review, participation in usability testing


On our website, we need to add a page which promotes the new paid B2C subscription and we must use limited number of existing Wordpress components in order to save development time.


Adding a new webpage could be just another form of patching the existing website. The fact that its scroll map was completely cold below the fold meant that the approach used didn't work well.

See, Think, Do

We looked at our website from the known framework perspective. See, Think and Do represent three audience stages and the goal is to ensure that there is an attractive content for each of them. Otherwise, there is the risk of losing a potential or tentative user.

Heuristic evaluation

We realized the content of the site is focused on Think stage (when the user already thinks about using a tool for managing references) and there was no content for the audience in the See stage, i.e. the users who cite and they don't know there might be a tool which fits and automates their writing process.

See, think and do framework.


We added blocks which describe how RefME could help and fit into the process we knew from a recent user research with undergraduated students. Another issue with the website was very low information density. Since available Wordpress components contain a lot of whitespace, a few of them were merged. In the same approach, we designed the page for the new paid B2C subscription, hyperlinked it with the rest of website in meaningful contexts and added a clear general navigation.

Consumer insight

The final copy was meant to be oriented rather to the consumer insight than to a product insight. Instead of features description we focused on users' issues, their process, fears or prejudices related to referencing.

Old website version focused just on Think stage.

Old website version focused just on Think stage.

New content outline addressing See and also Think stages.

New content outline addressing See and also Think stages.


The new website was briefly discussed with the participants who attended the usability testing of the new features in our application. After the launch, we also detected better results in the scroll map.

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