Case Study 17

BlueLotus360

Modernizing BlueLotus360: A B2B SaaS UX Case Study in Website Redesign

Introduction

BlueLotus360 is a leading ERP and CRM provider catering to SMEs in Sri Lanka and the UK. Their existing website did not reflect their international aspirations, lacked modern UX best practices, and did not align with competitors in the SaaS industry.

Industry

ERP & CRM Solutions (B2B SaaS)

Client

Blue Lotus 360, UK

Project Type

Branding, eCommerce Website Development, and Product Advertisement Video

Roles

UX/UI Designer – Led user research, information architecture, wireframing, high-fidelity design, and usability improvements.

Tools

Overview

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Outdated Brand Perception: The website did not project the company as a modern, international SaaS provider.
Poor Navigation & Information Architecture: The site structure was not intuitive, making it difficult for users to explore product offerings.
Low Engagement & Conversion Rates: The site lacked clear calls to action (CTAs), trust signals, and an optimized lead-generation flow.
Multiple Market Segments: The site needed to serve different business sizes (small to enterprise) and two distinct markets (Sri Lanka and the UK) effectively.

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User Research & Insights

A competitor benchmarking analysis was conducted using leading SaaS websites such as Workday, Acumatica, Unleashed Software, and abas-ERP. Secondary research helped identify user behaviors, pain points, and expectations for an ERP/CRM solution website.

User Personas & Pain Points:

Small Business Owners (BlueLotus360 Lite Target)
- Struggled to find an affordable, easy-to-implement ERP system.
- Needed a clear product breakdown with pricing details.
- Wanted fast access to customer reviews and testimonials.
Mid-Sized & Enterprise Businesses (BlueLotus360 Pro & Acumatica ERP)
- Looked for scalability and customization options.
- Needed a way to schedule demos quickly and get detailed product insights.
- Preferred content structured by industry and role to see tailored solutions.
IT & Finance Managers (Decision-makers in Enterprises)
- Required detailed technical documentation and integration capabilities.
- Sought case studies and data-backed proof of performance.

Key Insights from Research:

Simplify the Information Architecture: The previous site structure was too broad. Competitors use mega menus to organize solutions by industry, business size, and user role.
Trust Signals Matter: SaaS buyers prefer social proof (G2, Capterra ratings), case studies, and logos of well-known clients.
Navigation & Accessibility: A country selector (Sri Lanka/UK) should be prominent, along with a persistent “Schedule a Demo” CTA.

Design Strategy & Solutions

The redesign focused on three core principles: Clarity, Credibility, and Conversion Optimization.

✅ Implemented a Mega Menu:

Categorized products by business size (Lite, Pro, Acumatica) and industry solutions (Manufacturing, Construction, Retail, etc.).
Each product page includes a short description within the dropdown to provide instant clarity.

✅ Country-Specific Experiences:

Users can toggle between Global, Sri Lanka, and UK versions of the site.
Each version has tailored pricing models, contact details, and region-specific testimonials.

✅ Enhanced Product Discovery:

Search & Filter Options for modules like HRM, WMS, POS, etc.
Created an interactive ERP ecosystem diagram showcasing all modules with descriptions.

✅ Clean & Professional SaaS Aesthetic:

Redesigned with a modern, minimal layout inspired by Workday & Acumatica.
Consistent color palette (brand book guidelines) for credibility and recognition.

✅ Conversion-Focused Hero Section:

H1 Heading: Clearly communicates the ERP’s value proposition.
Two CTAs: “Learn More” & “Schedule a Demo” to accommodate different user intents.
Product Image Showcase aligned with industry best practices.

✅ Enhanced Trust Signals & Social Proof:

4.5/5 ratings from G2, Capterra, GetApp, Software Advice displayed prominently.
Client Logos & Case Studies section to highlight real-world success stories.

✅ Optimized Contact & Lead Generation Flow:

Streamlined the “Schedule a Demo” process with a simple form (Name, Email, Company, Role).
Added Live Chat & AI-powered ERP Consultation Quiz to assist visitors in selecting the right solution.

✅ Mobile-First Design:

Optimized for fast loading and usability across devices.
Sticky navigation bar with quick-access CTA buttons.

✅ Speed Optimization:

Improved page load time (from 4.2s → 1.5s) by optimizing images and minimizing scripts.

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Design System

Final Design (Wireframes & Mockups)

Homepage Layout with CTA-focused Sections
Product Pages with Interactive ERP System Breakdown
Solution Pages for Different Industries & Roles
Case Studies & Testimonials Integration
Contact & Demo Booking Form

Results & Impact

Metric	Before Redesign	After Redesign (Projected)
Website Conversion Rate	1.8%	4.5% (+150%)
Page Load Speed	4.2s	1.5s
Bounce Rate	72%	38% (-34%)
Demo Requests	10/month	40/month (+300%)
Customer Engagement (Avg. Session Duration)	1m 20s	3m 45s (+210%)

Qualitative Impact:

Improved Brand Perception: The site now competes visually with global ERP providers.
Higher User Satisfaction: Test users reported the site was easier to navigate and understand.
Stronger Sales Funnel: The new UX flow reduced friction, leading to more conversions.

Key Takeaways & Lessons Learned

✅ User Research Drives Success – Understanding pain points led to better information architecture.

✅ Navigation & Accessibility Matter – Organizing solutions by business size and industry improved usability.

✅ Trust Signals Boost Conversions – Featuring ratings, customer logos, and testimonials increased credibility.

✅ Performance Optimization is Crucial – Faster load times and mobile-friendly design reduced bounce rates.

Conclusion

The BlueLotus360 website redesign successfully modernized the company’s online presence, making it more competitive, user-friendly, and conversion-focused. The new structure enhances discoverability, builds trust with social proof, and aligns with the expectations of B2B ERP buyers. This case study highlights how strategic UX improvements and a clean, professional design can elevate a B2B SaaS platform to international standards.