In this case study, we will be looking at the revamp of a website that helps users book storage units for their personal belongings. The goal of the revamp was to simplify the booking process and create a more intuitive user interface that would make it easy for users to find what they need and complete the booking process in as little time as possible.
Project STORED
My Role
Product Design
Creative Direction
Prototyping
User Research
User Testing
Company
STORED
Background
The original website had a booking wizard that required users to go through five different steps to book a storage unit. This made the process time-consuming and challenging, which resulted in a high bounce rate and a low conversion rate. The user interface was also outdated and not user-friendly, which added to the frustration of users trying to book a storage unit.
Paint Points:
The pain points that users faced with the original website included:
- Complex booking wizard: The booking wizard required users to go through five different steps, which made the process time-consuming and frustrating.
- Outdated user interface: The user interface was not very user-friendly, which added to the frustration of users trying to book a storage unit.
- Lack of transparency: The original website did not provide users with enough information about the storage units, which made it difficult for them to make informed decisions about which unit to choose.
User Interviews:
- Users found the booking process too long and complicated, with too many steps.
- Users struggled to find the information they needed about the storage units, which made it difficult for them to make an informed decision.
Old Wizard
Mind Map:
Wireframe:
Revamp Process:
In order to address the pain points mentioned above, the revamp process focused on simplifying the booking process and creating a more intuitive user interface. The following changes were made:
- One-page booking process: The booking process was condensed into a single page, which made it much quicker and easier for users to complete.
- Modern user interface: The user interface was updated to be more modern and user-friendly, with clear and intuitive navigation that made it easy for users to find what they need.
- More information about storage units: The wizard was updated to provide users with more information about the storage units, including photos, dimensions, and amenities, which made it easier for them to make informed decisions about which unit to choose.
A/B Test Planning:
Outcome:
The revamp of the website had a significant impact on the user experience and the business as a whole. The following outcomes were observed:
Increased conversions
6.4
The simplified booking process and more intuitive user interface led to a significant increase in conversions
Reduced bounce rate
23
The user-friendly interface reduced bounce rates, with more users completing the entire process.
Higher customer satisfaction
37
The more transparent and informative website led to higher customer satisfaction, with users feeling more informed and confident in their decisions.
Growth
8.6
Increased conversions and customer satisfaction boosted business metrics, generating more revenue and improving customer retention rates.
Conclusion:
In conclusion, the revamp of the website had a significant impact on the user experience and the business as a whole. By simplifying the booking process, creating a more intuitive user interface, providing more information about storage units, and accepting more payment options, the website was able to increase conversions, reduce the bounce rate, and improve customer satisfaction and business metrics.