Background

Equifax sought to refine its B2B digital experience by improving its website’s usability, content structure, and engagement mechanisms. The company needed to ensure that its online presence effectively supported business customers in accessing relevant solutions, exploring products, and staying informed. To accomplish this, Equifax partnered with a UX research and service design team at OneSpring to conduct an extensive evaluation of user needs, behaviors, and pain points.

Challenge

Equifax’s B2B customers faced challenges navigating the company’s digital ecosystem, primarily using it for transactional purposes like logging in to access products. However, engagement beyond this was limited, with customers struggling to discover relevant thought leadership, product updates, and industry insights.

Navigation challenges and unclear labeling further hindered user experience, leading to inefficiencies and frustration. Additionally, website visitors varied widely in their ability to self-identify within the site’s segmented content structure, which created confusion and hindered personalization efforts.

Equifax needed to reimagine its digital experience to better align with user expectations, drive engagement, and position itself as a strategic thought leader in the industry.

Solution

A comprehensive UX research and service design approach was implemented to address these challenges. OneSpring conducted extensive user interviews, persona modeling, and journey mapping and empathy mapping insights into user behaviors and preferences. Analytics from surveys and web interactions were combined with qualitative feedback from remote unmoderated testing to validate findings.

The research revealed key opportunities to streamline navigation, enhance content discoverability, and create a more personalized experience. The redesigned experience introduced clearer nomenclature and labeling to guide users effectively, improved content categorization for self-identification, and implemented a more engaging homepage featuring dynamic thought leadership content.

Product exploration was accelerated by integrating SEO-driven content, video tutorials, and customer testimonials to support decision-making. These enhancements were implemented through iterative design prototyping, usability testing, and stakeholder alignment to ensure a user-centered solution.

“The improvements to our digital experience have transformed the way our customers interact with our platform, making it easier and more intuitive to access critical insights and solutions.”

– Risk Manager

Results

The redesigned digital experience significantly improved usability and engagement for Equifax’s B2B customers including:

50% faster product discovery thanks exploration accelerators, such as video content and testimonial-driven decision support.

45% increase in time spent and increasing time spent on relevant pages.

40% more homepage interactions thanks to the refined thought leadership content.

38% increase in overall user satisfaction scores.

35% increase in content consumption.

30% more users engaging more frequently with industry insights.

27% decrease in help desk inquiries related to navigation issues.

25% reduction in user confusion thanks to restructuring of product updates and news.

22% increased conversions from testimonials and video content.

20% lower bounce rates due to navigation improvements and clearer categorization.