University Course Project
Objective
To re-work provided wireframes and create a responsive, modern website which attracts the business' target market of young professionals, serves as a lead generator, builds user trust and improve navigability.
User feedback
Users who gave feedback on the provided wireframes were not told what type of business and services the website was for. They were asked for initial impressions and the question “Where would you click to get more information on this company if you were interested in learning more?”
The feedback highlighted issues around cognitive load, understanding the company and its offerings, and navigation.
Cognitive load:
“There was no space between any of the items. I was very overwhelmed and didn’t know where to start. It was hard to focus on anything in particular, it was so cluttered!”
Understanding company offerings
“I found the appointment scheduler at the top very confusing. I couldn’t grasp what the company was about before being prompted to schedule an appointment.”
Navigation:
“Honestly, I am not sure [where to get more information about the company]. There was a button I saw to learn more in the “What we offer” section but I would think that would bring me to an article talking about services or something.“
Problem statements
1. The user is confused about what the company and its offerings
2. The user is frustrated with trying to find the information they are looking for
3. The user is overwhelmed with information
The solution?
A landing page which introduced the company and its offerings from the outset, using colors, typography and imagery which inspires trust and credibility. Elements are spaced for breathability and distinction between different sections, and call-to-actions are clearly labeled for accessibility and navigability.
Other user features
The users also valued interactive tools, so an Investment Return Calculator and Appointment Scheduler was included. These features not only spark interest and encourage the user to be more engaged with the website, but it also enhances the user experience and improves the likelihood of lead conversion. The appointment scheduler, for example, makes it more convenient for users to book a consultation instantly.
