MOBILE PROJECT PERFORMANCE
+102% CONVERSION 👌
DESKTOP PROJECT PERFORMANCE
+62% CONVERSION 👌
THE PROBLEM/
UNDERSTAND THE CURRENT LIMITATIONS AND REDESIGN A NEW PPC SOLUTION.
THE TASK INVOLVES ASSESSING THE EXISTING WEBSITE, COLLABORATING WITH THE PPC TEAM TO PINPOINT OPPORTUNITIES FOR ENHANCING THE USER JOURNEY AND BOOSTING OVERALL CONVERSIONS. DUE TO THE LIMITATIONS OF THE CURRENT SITE, THE GOAL IS TO UNDERSTAND USER MOTIVATIONS AND REFINE THE SITE'S STRUCTURE TO BETTER MEET THEIR NEEDS. THE PROJECT ALSO CALLS FOR AN UPGRADED DESIGN AND STYLE TO ALIGN WITH THE BRAND AND ENSURE A CONSISTENT AND IMPROVED USER EXPERIENCE.SURVEY/
GATHERING EXPECTATIONS, MOTIVATIONS AND CHALLENGES
AFFINITY DIAGRAM/
CATEGORISING PAIN POINTS
I ASKED THE USERS FROM THE TOP DATA GROUP OF 7-10 WHAT MAKES LOOKING FOR CARE SO STRESSFUL. I WANTED TO BREAKDOWN AND CATEGORISE THEIR REASONING. FROM THIS I DISCOVERED THERE WERE 7 KEY BUCKETS. THE TOP THREE ARE LISTED BELOW IN MORE DETAIL;
1ST/ FINDING THE RIGHT PERSON
THE PROCESS OF SECURING CARE FOR A LOVED ONE IS INHERENTLY EMOTIONAL, INVOLVING THE CRITICAL DECISION OF CHOOSING THE RIGHT PERSON FOR EXTENDED PERIODS OF CAREGIVING. THIS DECISION, OFTEN INFLUENCED BY CONDITIONS LIKE DEMENTIA, CAN INTENSIFY STRESS AND CONCERN FOR THE FAMILY. HOW CAN WE USE OUR WEBSITE TO REASSURE THE DECISION-MAKER AND CONVEY A SENSE OF TRUST IN OUR SERVICE, ENSURING THEY FEEL AT EASE WITH THE CHOICES THEY MAKE FOR THEIR LOVED ONE?
2ND/ THE UNKNOWN
FOR MANY USERS, THEIR INITIAL ENCOUNTER WITH THE CONCEPT OF CARE IS A FIRST-TIME EXPERIENCE, AND THE UNCERTAINTY OF WHERE TO START BECOMES A GENUINE CONCERN. THE MAJORITY POSSESS LIMITED KNOWLEDGE ABOUT CARE, THE ASSOCIATED PROCESSES, COSTS, OR AVAILABLE OPTIONS WHEN THEY FIRST VISIT THE SITE. THIS LACK OF INFORMATION LIKELY CONTRIBUTES TO THE HEIGHTENED STRESS LEVELS EXPERIENCED BY CUSTOMERS. IN LIGHT OF THIS, HOW CAN THE NEW SOLUTION EFFECTIVELY PROVIDE SUPPORT AND GUIDANCE TO ALLEVIATE THE STRESS ASSOCIATED WITH THE INITIAL STAGES OF EXPLORING AND UNDERSTANDING CARE SERVICES?
3RD/ TRUST
SIMILAR TO CONCERNS ABOUT "FINDING THE RIGHT PERSON" AND NAVIGATING THE "UNKNOWN," TRUST REMAINS A CONSISTENT AND CRUCIAL THEME THROUGHOUT THE USER JOURNEY. WHETHER IT'S TRUST IN OUR COMPANY OR CONFIDENCE IN THE INDIVIDUAL CAREGIVER, THE DECISION-MAKER IS VULNERABLE AT THIS STAGE, MIRRORING THE VULNERABILITY OF THE PERSON IN NEED OF CARE. RECOGNISING THAT CARE SUPPORT EXTENDS BEYOND BENEFITING THE CUSTOMER ALONE, IT BECOMES A LIFELINE FOR THE ENTIRE FAMILY. GIVEN THAT TRUST ISSUES PERSIST THROUGHOUT THE JOURNEY, THE FOCUS SHOULD BE ON HOW WE CAN MINIMISE ANY DOUBT AND PRESENT OURSELVES AS A RELIABLE AND TRUSTWORTHY BRAND.
USER BEHAVIOUR ANALYTICS/
HOW ARE USERS INTERACTING CURRENTLY?
AFTER CONDUCTING AN ANALYSIS OF THE CURRENT SITE, EXAMINING HEAT-MAPS, MOVEMENT, AND SCROLL DEPTH, IT WAS EVIDENT THAT USERS STRUGGLED TO LOCATE DESIRED INFORMATION AND OFTEN RESORTED TO UTILISING THE PRIMARY NAVIGATION IN THE HEADER. THE HEAT-MAP UNMISTAKABLY POINTED TO THE NEED FOR IMPROVEMENT IN THE HERO SECTION, SIGNALLING THAT USERS ARRIVING ON THE PAGE HAD INQUIRIES BEFORE CONSIDERING A CALL TO ACTION. THIS WAS SUPPORTED BY A NOTICEABLE SURGE IN CLICKS REDIRECTING USERS AWAY FROM THE PAGE.
OTHER INSIGHTS/
CUSTOMER INTERVIEWS
I ENGAGED IN DISCUSSIONS WITH CUSTOMERS WHO VISITED OUR BIRMINGHAM BRANCH AND COLLABORATED WITH THE TEAM THERE TO GAIN DEEPER INSIGHTS INTO THE IDENTIFIED ISSUES. BEING PART OF EARLY CONVERSATIONS IN THE CARE PROCESS ALLOWED ME TO HEAR FIRSTHAND CONCERNS AND PERSPECTIVES, WITH PARALLELS EXPECTED FOR ONLINE USERS.
PPC SEARCH TERMS ANALYSIS
ANALYSING THE MOST FREQUENTLY USED SEARCH TERMS BY OUR USERS, EVALUATING THEIR CONVERSION RATES AND CONSIDERING CPC, ALLOWED FOR STRATEGIC IMPROVEMENTS TO GUIDE NEW LEADS TOWARDS OUR SOLUTION. THE CATEGORISATION OF THESE LEADS AND THEIR DIRECTED PLACEMENT ON SPECIFIC JOURNEY PAGES IS ANTICIPATED TO BOOST OVERALL CONVERSIONS AND ENHANCE THE USER EXPERIENCE.
STAKE HOLDER INTERVIEWS
REGULAR MEETINGS WITH KEY STAKEHOLDERS, INCLUDING THE PPC MANAGER, SALES DIRECTOR, MARKETING DIRECTOR, AND OTHERS, PROVIDED VALUABLE INSIGHTS INTO THE COMPANY'S DIRECTION. THIS ONGOING COLLABORATION NOT ONLY ENHANCED THE DESIGNS TO ALIGN WITH THE BUSINESS'S TRAJECTORY BUT ALSO YIELDED CRUCIAL FEEDBACK ON RESEARCH FINDINGS AND WIREFRAMES.
DESIGN PROCESS/
DATA DRIVEN DESIGNMOOD BOARDS
LOW FIDELITY WIREFAMES
HIGH FIDELITY WIREFRAMES
PERFORMANCE/
A WORKING RENDITION OF
AFTER SEVERAL MEETINGS WITH THE CLIENT, PRESENTING DATA, WIREFRAMES AND QA, THE FINAL DESIGN WAS COMPLETED AND IS NOW IN DEVELOPMENT WITH THEIR IN HOUSE TEAM.DESKTOP PROTOTYPE
DESKTOP PROTOTYPE
LAUNCH/
LAUNCHED LIVE AUG 2023 🙌
SEE LIVE PAGEPROJECT PERFORMANCE/
+102% CONVERSION 👌
COMPARED TO THE ORIGINAL DESIGN WE SAW AN INCREASE IN OUR MOBILE CONVERSIONS TO THE CALL CENTRE BY 102%+62% CONVERSION 👌
COMPARED TO THE ORIGINAL DESIGN WE SAW AN INCREASE IN CONVERSIONS TO THE CALL CENTRE.+15 PAGES 👌
FROM 1 PAGE TO 15 PAGES, I HAVE CREATED A MORE IN DEPTH, KNOWLEDGE RICH SITE, TAILORED TOWARDS ANSWERING CUSTOMERS CONCERNS+3.4 PAGES VIEWED 👌
COMPARED TO THE ORIGINAL DESIGN WE SAW AN INCREASE IN CONVERSIONS TO THE CALL CENTRE.CONCLUSION/
A PROJECT TRIUMPH, ONE FOR THE RECORD BOOKS.
FROM IDENTIFYING KEY PPC CHANNELS AT THE BEGINNING, TO CREATING A BESPOKE LANDING PAGE EXPERIENCE. THE WHOLE PCC JOURNEY HAS BEEN PERSONALISED TO PROVIDE BETTER SUPPORT TO OUR CUSTOMERS. WITH NO RESTRICTIONS FROM SEO THE DESIGN WAS FREELY ABLE TO MAKE SHAPE. LOOKING FORWARD, WE SHOULD PUSH ADDITIONAL JOURNEYS THROUGH THIS CHANNEL TO OPTIMISE THE POTENTIAL LEAD. IT WAS A FUN PROJECT TO GET STUCK INTO AND TO SEE THE IMPACT IT HAS HAD ON CUSTOMERS IS EVEN MORE REWARDING.RECENT PROJECTS
LAYN CREATIVE
VIEW PROJECTDESIGN AGENCY/DARK MODE/COMPLETE SITE DESIGN
PGL MIDLANDS
VIEW PROJECTHEALTH AND SAFETY/SEO/LANDING PAGE
ON THE ROAD MEDIA
VIEW PROJECTPHOTOGRAPHER/LOGO DESIGN/COMPLETE SITE DESIGN