UI&UX DESIGN
About the project
WA Assett is a reputable bathroom renovation company known for delivering high-quality design and construction services. The client sought to enhance the website's user experience, prompted by feedback indicating difficulties in locating information on the site.
Project goal
Our objective is to optimise the conversion rate and enhance user experience by offering clear and comprehensive information regarding the bathroom renovation process.
Our team engaged in extensive discussions with stakeholders to identify the pain points of the current website. We held conversations with their account manager, marketing manager, and product owner. Their objective is to augment the audience size with a budget increase of approximately $30,000 or more.
Unfortunately, we didn't get enough useful surveys at the end. However, based on our survey findings, it has become evident that individuals exhibit an interest in projects, particularly focusing on the quality and design aspects of client's bathroom renovation endeavours.
Through the analysis of user recordings, it was observed that a significant number of individuals engaged in the exploration of multiple projects. Users showed a tendency to swiftly navigate through images, yet they would intermittently pause and focus on before and after photos.
One user spent 40 minutes on the website, during which, after 30 minutes, they clicked "Get a Free Estimate," completed the first 4 fields, then proceeded to explore projects for the next 10 minutes, selectively engaging with those featuring modern aesthetics and unique tile/color combinations, pausing on each before and after photo, ultimately departing without revisiting the form.
Upon analysis of the scrolling heatmap, the following insights were derived:
On the homepage, 25% of desktop users and 16% of mobile users reached the footer, while on the Projects Page, 50% of desktop users and 43% of mobile users reached the bottom, with 40% and 25% respectively proceeding to the footer; additionally, across both desktop and mobile, 46% and 27% of users, respectively, clicked or tapped to view more projects.
For our competitive analysis, we reviewed the websites of five competitors, focusing on commonly used functions and features. I then summarised our findings and made reasonable assumptions based on this research.
Drawing from the findings and analysis outlined above, we have synthesised the strengths, weaknesses, opportunities, and threats pertinent to both the website and the business.
After consulting with the project manager, SEO specialist, and developer, we prioritised issues using the Task Criticality x Impact x Frequency = Severity framework. We divided the project into three phases: first, addressing the most critical page, the homepage, second, the impactful project page, and finally, the about us and other pages.
Studio:
Dux Digital
