CNTV Now
Where media meets engagement — transforming digital presence into client connections.
.png)
Where media meets engagement — transforming digital presence into client connections.
Project Type
Client Consultation Revision
Date
January 2025
Project Overview
Event professionals and business owners need an intuitive, engaging, and informative website because the current website fails to clearly communicate the value of CNTV's services, making it difficult for prospects to navigate and take the next steps in reaching out for a sales demo.
Problem Statement
Event professionals and business owners need an intuitive, engaging, and informative website because the current website fails to clearly communicate the value of CNTV's services, making it difficult for prospects to navigate and take the next steps in reaching out for a sales demo.
UX Tools
Figma
UX Practices
Affinity Mapping
Personas
User Journey Map
User Flow
Low Fidelity Wireframe
Mid Fidelity Wireframe
Protoype
Branding Guide
Role
UX/UI Designer
Deliverable
Prototype
Research
User Interview Discussion Guide
1. Goal
The purpose of this interview was to understand how CNTV’s website can be improved to create a more conversion-driven user experience that effectively guides prospects to schedule sales demonstrations.
2. Introduction
As part of the discovery phase, I conducted a stakeholder interview with Marcelo Zolessi, Co-Founder of CNTV. The discussion focused on understanding the company’s strategic goals, target audience needs, and current website challenges to inform the redesign direction.
Interview Objectives:
Identify usability, content, and functionality pain points
Clarify business and marketing goals for the website
Align the redesign strategy with CNTV’s brand, audience, and sales objectives
3. Client Background
Interviewee:
Marcelo Zolessi, Co-Founder of CNTV
Marcelo oversees CNTV’s overall direction, including business development, production management, and the company’s online presence. His focus is on maintaining high production quality for corporate events while leveraging digital channels to generate new business opportunities.“I work primarily in a leadership and operational capacity, ensuring our team delivers high-quality video production services for events. A big part of my role involves finding ways to drive more prospects to our website and ensure our digital presence aligns with our sales goals.”
He noted that CNTV’s current website was created quickly and has not been strategically optimized. The company now seeks to transform it into a key business development tool.“
Our current website was put together quickly and is not something we’ve prioritized heavily in the past, but now we’re looking to enhance it as a tool to drive more sales.”
4. Key Insights
Navigation and Usability
Marcelo explained that the current navigation structure works but is not intuitive. Important information—such as examples of work or contact details—can be difficult for users to locate.“
The navigation works, but it’s not always intuitive. We want prospects to easily find our services, portfolio, and a clear way to contact us.”
Content and Messaging
He emphasized that the website’s messaging does not clearly communicate CNTV’s unique value proposition or differentiate the brand from competitors.“
When you land on the site, it doesn’t immediately tell you what makes CNTV unique. We need to make the message clearer and more engaging.”
Functionality and Features
Marcelo identified outdated site features and expressed interest in integrating tools that streamline conversion actions—specifically, enabling users to schedule demos directly through the site.“Right now, there’s no easy way for prospects to schedule a demo or request a quote. That should be front and center.”
Visual Design and Brand Alignment
He described the existing design as dated and lacking visual energy. He wants the new website to better reflect CNTV’s expertise in video production through a modern, cinematic, and professional look.“
We’re a video production company, but our website doesn’t really showcase that visually. I’d love to see more energy, better visuals, and a design that reflects our storytelling style.”
Conversion and Business Goals
Marcelo emphasized that the redesigned website should focus on measurable conversions, including lead generation and demo scheduling, supported by clear calls-to-action and analytics tracking.“
The main goal is to drive conversions. We want people to reach out for demos or consultations right from the website.”
Competitor and Industry Comparison
He referenced other production companies that use high-quality visuals, client case studies, and prominent contact prompts effectively, noting that CNTV could benefit from a similar approach.“Other companies in our space do a great job showing their work and giving users an easy next step. We should take a page from that.”
5. Summary of Findings
Marcelo’s insights reveal three primary focus areas for the redesign:
Clarify Messaging — Clearly communicate CNTV’s services and value proposition.
Enhance Visual Design — Align the site’s look and feel with CNTV’s professional and creative identity.
Increase Conversions — Implement clear calls-to-action and interactive tools that guide users to schedule sales demos.
6. Next Steps
Synthesize stakeholder insights with user research findings.
Develop low-fidelity wireframes focused on navigation flow and conversion points.
Present initial design recommendations for review and iteration with CNTV’s leadership team.
For my affinity map, I organized feedback from users of CNTV Now based on common themes and insights to identify key areas of improvement for the website. I grouped the feedback into categories such as Content Access, where users wanted quicker access to relevant case studies and industry-specific content, Navigation, where users expressed a need for a more intuitive flow between sections, and Engagement, where multiple users suggested adding more interactive features like direct demo scheduling or easy contact methods. This helped prioritize the most critical features to enhance the user experience and better meet the needs of the audience.
For my CNTV Now project, I worked with a persona of a mid-level marketing professional at a growing company. This persona frequently seeks industry insights, case studies, and solutions that can improve marketing strategies and showcase measurable results. They prioritize a user-friendly interface that provides easy access to case studies and allows quick interactions, such as scheduling demos or contacting support, ensuring they can find the information they need efficiently and make informed decisions quickly.
Design
The user flow for CNTV Now begins with the user arriving at the homepage, where they can quickly browse or search for industry-specific content and case studies. After selecting relevant content, they can explore detailed solutions and access calls to action, like scheduling a demo or contacting support. Finally, users are directed to an easy-to-navigate form to complete their desired action, ensuring a smooth transition from browsing to engagement.
.png)
The low-fidelity wireframe for the CNTV Now website focuses on basic layout and structure to prioritize functionality. It includes a simple navigation bar with clear sections for content categories, such as case studies, solutions, and industry insights, along with basic placeholders for images and text. Key actions, like scheduling a demo or contacting support, are represented with large, clickable buttons for easy interaction, ensuring a smooth user flow while maintaining a focus on usability and layout.
The mid-fidelity wireframe for the Inspire Alliance Kitchen app focuses on refining the layout and user interface elements to offer a more detailed and interactive experience compared to the low-fidelity version. It includes a clear, structured navigation system with defined sections for exploring different company offerings, managing orders, and accessing support. I incorporated interactive buttons, dropdown menus, and product images to give users a better sense of the final design while maintaining a focus on usability and flow. The wireframe also includes improved spacing, typography, and visual hierarchy to enhance readability and user engagement, paving the way for further refinement in the high-fidelity version.
Usability Testing ScriptPrototype
Conclusion
The CNTV Now redesign project focused on improving user engagement, conversion rates, and accessibility for a media solutions platform. By conducting heuristic evaluations, analyzing industry benchmarks, and applying user-centered design principles, the new design aimed to simplify navigation, enhance visual hierarchy, and create clearer pathways for user action.
Throughout this project, I gained valuable client experience by collaborating directly with stakeholders to understand business goals, gather feedback, and refine design solutions based on real user and client needs. This process strengthened my communication, presentation, and problem-solving skills while reinforcing the importance of aligning user experience with business objectives.
Key improvements included introducing multiple contact methods such as direct demo scheduling and contact forms, optimizing the homepage for clarity and visual engagement, and integrating industry-specific content and case studies that highlight measurable results. These updates improved usability and strengthened CNTV Now’s professional credibility and user trust.
This project demonstrates how thoughtful UX design and effective client collaboration can transform a company’s digital presence into an engaging and results-driven experience. Through research, iteration, and stakeholder feedback, the CNTV Now redesign established a more intuitive interface that supports both user satisfaction and business success.
.png)