The Client
Smart Storage, an award-winning under stairs and attic storage solutions business.
The Objective
To increase the conversions through their website.
The Challenge
There were issues with the website on mobile and desktop. Customers were landing on the site but not converting. The user experience on desktop and mobile was poor. The budget for the project was tight which did not allow for a full redesign or user research, as we would have liked.
My Role and Responsibilities
Lead designer working a team of four designers, developers and digital marketing. I was responsible for client consultation, discovery and project management.
User experience improvements to the mobile shopping cart
Discovery and research
Before we launched the project we met with the client to get a better understand of their objectives and goals. We held a number of meetings and interviews with the sales and marketing teams to gather insights to uncover issues and understand the problems customers were having with the site. We also conducted a design and technical audit of the website to identify potential usability issues and less effective areas of the site which were causing problems for users. We reviewed the existing web pages, looking into the analytics of each page. To gain further insights on the customers experience we designed a survey through Survey Monkey to be sent out to customers to better understand what problems they had using the site.
Design
After the research phase we began redesigning the problem pages on the site which included shopping cart, product pages, landing pages and forms. We designed high fidelity prototypes of the pages tested them with client using Invision to get feedback. Once all testing was completed and designs were approved, we implemented the pages onto the live site and reviewed the performance of these pages over a number of weeks. We also fixed technical and optimisation issues with the website such as duplicate content, site speed and shopping cart rendering on mobile.
After the research phase we began redesigning the problem pages on the site which included shopping cart, product pages, landing pages and forms. We designed high fidelity prototypes of the pages tested them with client using Invision to get feedback. Once all testing was completed and designs were approved, we implemented the pages onto the live site and reviewed the performance of these pages over a number of weeks. We also fixed technical and optimisation issues with the website such as duplicate content, site speed and shopping cart rendering on mobile.
User experience improvements to the 'home page'
User experience improvements to the 'Get a quote' form
User experience improvements to the 'Request a callback' form
The Results
Through our work improving the user experience, UI and optimisation of the website we increased traffic, customer engagement and conversion rate.
• Increased Traffic by 49%
• Increased conversions by 6%
• Reduced bounce rate by 20%
