VNext - Transforming User Experience: The Redesign of Iron Mountain's B2B Website
Context
Iron Mountain’s acquisition of Recall opened up opportunities to enhance the website’s user experience. The old website was outdated, difficult to navigate, and not reflective of the brand’s capabilities.
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My Role
As a UX Designer, I collaborated with the UX team, country managers, branding agency, and development team to redefine the website’s experience from strategy to execution.
Problem Statement
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Outdated design and content.
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A cluttered and ineffective information architecture.
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Low conversions due to poor accessibility of key CTAs.
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Sub-optimal page loading speeds.
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Ineffective resource utilization, with critical knowledge assets being overlooked.
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The Goal
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To redesign the website to improve usability, align with brand guidelines, and increase conversions by ensuring the content is relevant, easily accessible, and engaging.
Old Design
Problem Identification​​​
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Pain Points
Through heuristic evaluation and user research, we identified these major issues:
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The 'Free Quote' button was hard to find, negatively affecting conversions.
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Content-heavy pages loaded slowly, leading to abandonment.
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The information architecture was unclear, failing to communicate available services effectively.
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The search functionality was underperforming, frustrating users.
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Knowledge assets were rarely viewed despite significant investment.
Business Impact
These issues affected customer satisfaction, reduced conversions, and limited the website’s effectiveness in supporting Iron Mountain’s business goals.
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Research & Discovery
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Approach
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Conducted heuristic evaluation using Nielsen’s principles to identify usability gaps.
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Created a research plan and discussion guide for user interviews.
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Partnered with an agency to recruit users and conducted interviews focusing on:
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The buying process.
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Competitor analysis.
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Problems with the existing solution.
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Opportunities for improvement.
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Organized data from interviews using affinity mapping in Miro.
Key Insights
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Users struggled to locate important CTAs, affecting conversion rates.
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Content-heavy pages with slow loading speeds caused drop-offs.
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Poor information architecture made it difficult for users to find relevant services.
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The existing knowledge assets lacked visibility and engagement.
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Ideation & Information Architecture
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User Journey Mapping
Developed a journey map to visualize user flows and identify friction points.
Solution Highlights
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Simplified navigation structure.
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Enhanced content categorization to improve discoverability.
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The below screenshot represents the final IA after card sorting.
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Information Architecture(IA)​
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Worked with the UX manager to restructure the Information Architecture (IA).
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Conducted a card sorting exercise using Optimal Workshop to validate categorization.
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Defined six main categories:
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Digital Transformation
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Information Management
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Secure Storage
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Secure Destruction
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Industry
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Resources
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Wireframing and Prototyping
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Low-Fidelity Wireframes
Designed wireframes in Axure RP to visualize the new layout and user flows.
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Focused on improving the placement of CTAs and simplifying navigation.
Partnered with the branding team and an external design agency to ensure high-fidelity designs aligned with brand guidelines.
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Development & Localization
Cross-Team Collaboration
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Worked with the development team to integrate the new designs into the content management system (CMS).
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Collaborated with country marketing teams to map services and ensure the IA catered to local markets.
Performance Optimization
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Optimized page loading speeds to reduce drop-offs.
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Improved the website’s responsiveness for seamless user experience across devices.
Results & Impact
Quantitative Results
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Conversion rate increased by 43%, as reported by the sales team.
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Page loading speeds significantly improved, reducing bounce rates.
Qualitative Results
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A user survey conducted post-launch showed overwhelmingly positive feedback.
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HotJar eye-tracking reports indicated effective content engagement.
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Internal stakeholders confirmed that users could easily find information on the new site.
Business Impact
The redesigned website became a critical touchpoint for Iron Mountain’s digital transformation strategy, driving engagement and satisfaction.
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Reflection & Learnings
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What I Learned
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Early collaboration with country managers and marketing teams ensured the design met global and local needs.
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Affinity mapping and card sorting were invaluable in aligning content structure with user expectations.
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