RefME Website Optimization

Content outline redesign of the main website describing the service including all of the platforms, extensions, and subscriptions.

Sneak peek of RefME website.

My role
See, Think, Do framework introduction, heuristic evaluation, content outline design, visual design review, participation in usability testing


Multi-platform tool that automates the bibliography process and has over 1 million users globally. Best British mobile startup in 2015, acquired by Chegg, Inc. in March 2017.


On our website, we need to add a page which promotes the new paid B2C subscription and we must use limited number of existing Wordpress components in order to save the development time.


Scroll map of the existing website is completely cold below the fold that means its design doesn't work well. Instead of another easy patch, we have to come up with more sophisticated change.

See, Think, Do

We looked at our website from the See, Think and Do framework perspective. It represents 3 audience stages and the goal is to ensure that there is an attractive content for each of them. Otherwise, there is the risk of losing a potential or tentative user.

Heuristic Evaluation

We realized that the content of the site is focused on Think stage, i.e. when the user already thinks about using a tool for managing references, and there is no content for the audience in the See stage, i.e. when the user cites manually and they don't know there might be a tool which fits and automates their writing process.

See, think and do framework.


In order to balance the content of the homepage for all the audience stages, we added a few blocks which describe how RefME could help and fit into the process of undergrad students - something we knew from recent user research. Moreover, we increased the information density of other blocks by adding a new copy and removing too generous whitespace. Then we designed the page for the new paid B2C subscription, hyperlinked it with the rest of website and also a clear general navigation was added.

Consumer Insight

Considering the new copy for the website, we changed our approach and instead of writing about the product features we decided to write about the service from a consumer point of view. We shifted the story from a product insight to a consumer insight and showed to the visitors that we perfectly understand issues, process, fears, and prejudices related to referencing.

Old website version focused just on Think stage.

Old website version focused just on the Think stage.

New content outline addressing See and also Think stages.

New content outline addressing the See and the Think stages.


The new website was discussed with the participants who attended usability tests of new features in our application. After the launch, we detected better results in the scroll map and drop in the bounce rate. Before the next homepage evolution, RefME was acquired.

Skip to another project:


Meet me on my social networks.

Matej Kvasnovsky on LinkedInMatej Kvasnovsky on FacebookMatej Kvasnovsky on InstagramMatej Kvasnovsky on Twitter

Or get connected with my artistic alter ego KvasoArt and check my drawing style #concatism on Etsy or Instagram, in which I skew the reality by merging the unrelated, as the CONCAT function in the Excel does.