We looked at Criteria’s strengths, did a competitive analysis and quickly saw that Criteria had a much more rigorous science-based approach than the field. We planned to amplify that message throughout the site. This included a “Science” tab, site-wide messaging and a graphical approach that included metrics.
In our deep dives with leaders from various departments, we noticed that small and medium-sized businesses (SMB) and enterprise level organizations had significantly different concerns to address. Because of the flexibility of Criteria’s evaluation platform, it was important to address each of these audiences separately.
To create a more user-friendly and aesthetically pleasing experience, we planned to give each testing category (cognitive aptitude, personality, emotional intelligence, risk, and skills) its own subpage and visual identity. This allowed distinction across testing categories, but continuity between them so visitors can easily understand the breadth and purpose of Criteria’s assessments.