PROJECT LIVE

HERO RE-DESIGN

REVISING THE HERO SECTION FOR ALL PAGES ACROSS THE WEBSITE.

BRIEF/

REDESIGN THE HERO SECTION TEMPLATE

DESIGN AND IMPLEMENT A NEW SOLUTION FOR THE TEMPLATED HERO SECTION FOR ALL CONDITION PAGES ON THE SITE. CURRENTLY, THE DESIGN IS RESTRICTIVE AND COULD BE IMPROVED TO MAKE BETTER USE OF THE SPACE. PROVIDE A SOLUTION TO ALL USERS TO CONSUME RELEVANT INFORMATION QUICKER THAT IS ON THE PAGE. WHILE ALSO DECREASING CALL NOISE TO THE CONTACT CENTRE, PROVIDING BETTER QUALITY LEADS.

CONSIDERATIONS/

WITH OVER 2,300 BRANCH PAGES OUR SITE. THERE’S PLENTY TO CONSIDER

MANY FACTORS NEED TO BE TAKEN INTO ACCOUNT WHEN DESIGNING A SOLUTION FOR MANY PAGES . UNDERSTANDING ALL FACTORS IS CRUCIAL TO THE SUCCESS OF THE DESIGN, WHILE CREATING SOMETHING VERSATILE THAT IS SUITED TO ALL POSSIBLE SCENARIOS.

EXISTING CUSTOMERS

THE CURRENT SOLUTION WAS CAUSING AROUND 3381 CALLS PER YEAR TO BE SENT TO THE WRONG LOCATION. CUSTOMERS LOOKING TO GET IN CONTACT WITH THEIR BRANCH WOULD CALL THE MAIN SALES NUMBER, TALLYING UP TO OVER 32% OF ALL CALLS. FIRSTLY, THE NEW SOLUTION NEEDS TO IMPROVE VISIBILITY ON BOTH CONTACT OPTIONS FOR CUSTOMERS. SECONDLY, DECREASE THE AMOUNT OF TOUCH POINTS FOR SOMEONE TRYING TO GET IN CONTACT WITH THEIR BRANCH.

PRIMARY NAVIGATION

THE PRIMARY NAVIGATION OF THE SITE IS CRUCIAL TO THE CURRENT USER FLOW OF OUR SITE, ENSURING THE PRIMARY NAVIGATION IS PROMINENT IS AND SELECTED IS IMPERATIVE.

SCROLL DEPTH

PAGES CAN GET EXTREMELY LONG DUE TO THE AMOUNT OF CONTENT CAUSING USERS TO MISS OR IGNORE VALUABLE CONTENT. ALLOWING USERS TO ACCESS PERSONAL & RELEVANT CONTENT WILL IMPROVE THEIR EXPERIENCE AND OVERALL SATISFACTION ON SITE.

ABOVE THE FOLD

HAVING A VERSATILE HERO SECTION WHERE (DEPENDING ON THE PAGE/CONTENT) IMAGERY, VIDEOS OR BLOCKS COULD BE ADDED. THIS OPENS THE DOOR TO FURTHER ITERATIONS AND METHODS TO TEST.

INSIGHTS/

INSIGHTS. ANALYSIS. DIRECTION

FOR THIS PROJECT I USED A FEW TECHNIQUES TO COLLECT DATA TO FUEL THE DESIGN APPROACH. THE MAJORITY OF THE DATA CAME FROM MOUSEFLOW AND LOOKING THROUGH DATA ON GA, ALONGSIDE USING OUR IN HOUSE USER PERSONAS.

SURVEYS

WITH OVER 70% OF USERS BEING VERY STRESSED WHEN LANDING ON THE SITE, I NEEDED TO CREATE A SEAMLESS DESIGN WITH CLEAR NAVIGATION AND SUPPORT TO HELP USERS FIND THE RIGHT INFORMATION TO SUPPORT THEIR QUEERY OR CONCERN.

HEAT MAPS

THE OVERALL SCROLL DEPTH ON THE TOP 100 PAGES IS BELOW 30%, SHOWING AGAIN THAT USERS ARE MISSING IMPORTANT CONTENT.

DESIGN PROCESS/

DESIGNING A BETTER SOLUTION.

THROUGHLY ENJOYED DESIGNING THIS PROJECT, SMALL MARGINS TO WORK WITH BUT PLENTY TO CRAM IN.

LOW FIDELITY WIREFAMES

HIGH FIDELITY WIREFRAMES

BEFORE AND AFTER/

SEE THE DIFFERENCE FOR YOURSELF.

BEFORE 👎 SEE PROTOTYPE

AFTER 👍 SEE PROTOTYPE

A/B TESTING/

TEST THE ICE BEFORE WE GO SKATING

DUE TO THE SCALE OF THIS PROJECT, MEASURING THE SUCESS OF DIFFERENT VERSIONS & ELEMENTS PROVIDES MORE INSIGHTS INTO USER BEHAVIOUR AND DESIGN STYLES. WE ARE ALLOWING 4 WEEKS PER TEST TO PRODUCE CONCLUSIVE DATA. ALL THESE TESTS HAVE A HYPOTHESIS DOCUMENT OUTLINING THE TEST IN GREAT DEPTH.

TEST 1 - CTA FROM THE HEADER

HISTORICALLY THE NUMBER HAS ALWAYS BEEN IN THE HEADER, THIS NEW DESIGN SEE’S IT MOVED FURTHER DOWN THE PAGE. WE NEED TO TEST THE IMPACT ON CONVERSION AND MONITOR EXISTING CUSTOMER CALLS. WE BELIEVE THIS IS LOW RISK AND SHOULD EXPECT TO SEE AN INCREASE IN CONVERSION AS THE NUMBER IS NOW MORE PROMINENT AND PROVIDES CLEARER INSTRUCTIONS FOR EXISTING CUSTOMERS.

TEST 2 -QUICK LINKS

WE AIM TO TEST THE PAGE WITH VS WITHOUT QUICK LINKS TO MEASURE OUR MAIN KPI OF CONVERSION RATE %, A CLEAR INDICATION THAT THE USER FOUND ENOUGH RELEVANT INFORMATION TO MAKE A CONSCIOUS DECISION TO GET IN TOUCH. WE WILL ALSO BE LOOKING OUT FOR SESSION DURATION, BOUNCE RATE AND QUALITY OF CALL (DURATION) AS INDICATORS FOR THE SUCESS OF THE TEST.

TEST 3 - VIDEO CONTENT

THIS TEST SETS OUT TO PROVE THAT HAVING A PRIMARY VIDEO ABOVE THE FOLD REGARDING THE CONDITION IS HELPFUL TO THE USER IN THEIR TIME OF NEED, AGAIN, PROVIDING RELEVANT/PERSONAL CONTENT THAT MAKES THIER EXPERIENCE MORE ENGAGING. WE BELIEVE THAT THIS A/B TEST IS LOW RISK. KEY METRICS TO MEASURE ARE BOUNCE RATE, CONVERSION RATE %, AND WATCH TIME (FOR THE VIDEO).