Through extensive workshop activities with the ANS team, we were able to identify some key personas to target and develop user journeys for. We explored various influencing factors such as their job role, career goals and challenges, to build a clearer picture of what their pain‑points around the current site may be and how we could overcome them. When mapping out user journeys we consider the user entry point and the content and CTA opportunities along the way as they move through the site, ultimately leading to a conversion. Through these exercises we were able to identify how to address both SMB and enterprise audiences in a seamless manner. We were aware that unlike the enterprise personas, the SMB customers were more likely to need hand‑holding to understand what solution they required for their business. The way we used language to explain ANS’s offering and the visual hierarchy of information would be key to catering for both audiences. Mega‑menus can appear overwhelming for some users, due to the sheer volume of information on display; however, one was necessary for the various user routes around the ANS site. Mapping out two clear routes through the navigation enabled us to cater for both SMB and enterprise audiences who would both be looking for different terminology whilst browsing ANS’s offering. From our user persona research, we understood that while our enterprise audience often had a clear understanding of the specific service or product they required, our SMB audience typically lacked that level of in-depth knowledge. To address this, we displayed solutions and use cases directly within the navigation menu, enabling us to communicate ANS’s offering in a way that resonated with both audiences.