Clean Home Tech: Connecting customers to healthier home technology online

Dec 1, 2020

Visual Design, Research, Information Architecture

Businesses that traditionally expand through word of mouth and foot traffic immediately needed to connect with customers online.

How do digital customers connect to their end purchase of these products or services?
On existing websites, where are users not completing their goals?

My role on these contracts was to collect existing user stories and data to create short-term user studies that drove business website design decisions, and then bring them to life with mockups and prototypes and provide steps for development and hosting options.For this case study, I will focus on the client of Clean Home Technologies.

Clients: Clean Home Technologies
Project date: Dec 2020 - May 2022
Role: UX Researcher, UX Designer, Content Design

Design Challenges

Redesign Architecture
- Allow users to match their needs to product offerings
- easy to use, pleasant site
User Research
- How users decided what to buy
- Where they did not complete actions
Visual Design Update
- Mobile-first design for customers who mainly find products on their phone
  - Sophisticated desktop page to encourage large purchases on laptops/tablets or in person.

Audience

Our stakeholders are the business owners and users are new and returning customers.

Business owners are individuals or groups running a business that provides goods or services.

Want satisfied, repeat customers that would recommend their business
Invest in a competitive web presence with low maintenance so they can focus on logistics
Can provide valuable editing for clarity and accuracy

Customers are the driving force of a business, and their user stories matter most in how to tackle each project.

Want more ease of decision-making without heavy cognitive or visual load
Need to know how they benefit from this service
Maintain loyalty to businesses that treat them well with low frustration

We prioritized high-value UX & UI updates that would have the most impact on sales conversion.

We used analytics and research into web/digital marketing to redesign the landing page and sitemap to show benefits and available product support.

I showcased accessible web design with labeled menus, action states, content blocks, and forms. All additional media had alternate captions available.

We highlighted a clear call to action that was easy to complete to get potential customers to their desired product or service as quickly as possible. As a result, the business received 30% more inquiries.

Outcomes & Reflections

Running a small business comes with a myriad of challenges, but I aim to simplify the digital customer experience for business owners wherever possible.

Consumer websites need clear value and product information; customers will drop-off if there is too much to sort through initially.
Make sure credentials (testimonials, certifications, etc) are available to help buyers feel informed.
Word-of-mouth marketing via social media is invaluable, as local SEO can still be unwieldy for many business owners. Creating assets and a simple schedule of updates can create a lot of pull.