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level ground landscape

Responsive website

UX Research – UX Design

level ground landscape

Responsive website

UX Research
UX Design

Project

Level Ground needed to update their web assets. Our goal was to continue to refine the positioning of their brand to stand out from their competitors and bring all components up to current standards.

Challenges

  • Refine brand position vs. competitors
  • Updated design patterns and refined components for future updates
  • Determine colors + fonts will speak to their target customer
  • Refining and simplifying residential customer journey

IMPACT

90 days vs. last year
  • Users +41%
  • Pageviews +82%
  • Pages/Session +31%
  • Avg. Session Duration +57%
  • Bounce rate -7%
  • Organic search impressions +731%
DATE

Aug 2021 – Sep 2021

role

UX Research
UX Design
WordPress
SEO

research

Competitive audit
User interviews
Personas
Journey maps

deliverables

Responsive UI
Design system
Website templates

Empathize

Determine the interface changes needed to attract the target audience. Understand the elements needed in the user journey to educate, excite and delight the user, resulting with a request for services.
  • What colours, fonts and page layout will speak more directly to the target audience.
  • What can we learn from the steps a user takes as they discover the services offered. Is any content missing?
  • What micro interactions can be added to strengthen the brand.

The personas

Anna

Age: 40
Education: PhD
Hometown: Vancouver
Family: 1 child
Occupation: Psychologist

Anna is a single parent who recently relocated from Shanghai to Vancouver.  She works a lot of hours each week and wants to come home to a perfect house and yard.  She is concerned about having a healthy environment for her 6 year old.

“As a single parent, I want my back yard to look good, be easy to maintain, as well as be well suited for my child and their friends to play.”

Susan

Age: 52
Education: MBA
Hometown: Burnaby
Family: lives with partner
Occupation: College professor

Susan is a busy professional who is competitive and wants her house to look better than her neighbours.  She wants to find a residential landscaping company who can do a new front and back yard installation as well as maintain the property as she is away frequently.

“I want a landscaping company that is aligned with my personal aesthetics, and can both install and maintain my garden as I am very busy between teaching and freelance projects.”

Competitive audit

I compared the user experience of 7 competitors websites.

I see the following opportunities:

  • user industry standard terminilogy
    AA/AAA accessibility compliant, simplified navigation on mobile and desktop with subnav
  • inclusion of projects with images, services and description, highlighted on all pages
  • add micro interactions
  • determine a good balance between image and text for the target audience
  • consistency of colours, fonts, and layout patterns as competition is well designed
  • focus offerings for residential services as commercial sector is very competitive

Ideate

I created a site map, journey maps, paper and low-fi wireframes and used these to help us understand how a new user might travel thru the website, thinking about the interface and interactions with user goals in mind.

Sitemap

Digital wireframes

Prototype

I created a prototype for all unique pages for testing.

  • Responsive design using standardized components and clear CTA
  • Focus on design and layout with a balance between image and text
  • Simple navigation

I made sure all of the initial challenges were met

1. What colours, fonts and page layout will speak more directly to the target audience.

Result: New colours and fonts, chosen based on user research. More negative space and balance between image and text. 

Average session duration +57%, Bounce rate -7%

2. Simplified access to latest projects from all pages

Result: Clients can get to the most current projects from many paths.

Pageviews +82%, Pages/Session +31%, Avg. Session Duration +57%, Bounce rate -7%

3. Simplified navigation on mobile

Result: Standardized navigation, with quick actions for calls and quotes.

Estimate requests +83%.

Style guide

Final design

VISIT LEVEL GROUND - VANCOUVER RESIDENTIAL LANDSAPING

Take aways

Doing a deep dive into the comparative analysis allowed us to discover opportunities to reposition the brand with more focus on the residential portion of their services.  User interviews informed how we connected the target audience with the redesigned user interface and content. 

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