Transformertable is an America-based furniture company that provide furniture making services of different kind such as house furnishing, office space set up, etc. The brands main purpose is to make adjustable furniture for any space irrespective of size. Their major clients include business organizations and family homes.
It was their observation based on analysis that the conversion rate of their website dropped increasingly. They deemed the existing website as outdated and lacking the ‘spice’ to attract, retain and convert new visitors. And as well, of the believe that the website lacks some of the essential feature of a modern website.
The Lead designer in charge tasked me with redesigning the landing page and cart page of the company’s website with a unique style that aligns with the rest of the website interface he was working on. Some of the task assigned to me include:
- Giving the website a new look.
- Make the web page more Intuitive as possible.
- New design for some of the features on the website as they are out of place. An instantly noticeable case of this is the footer section of the previous platform.
- Restructuring the layout of elements on the page including missing element that are necessary e.g, the cta on hero section. etc.
To approach the design, I did my research about companies providing similar service in the same geographical area to understand the design patterns and user expectations. I was able to identify three websites. The one with a unique layout similar to what I was trying to do (modern and simplicity) of the three is ‘Rove Concepts’. Despite it awesome overall features, there are few shortcomings for the platform.
- Noticed similar disorganization and clutter to Transformertable’s old design . Especially, the footer section [seems like a general issue for furniture making platforms in the region].
-Too many information to take in on the homepage, which might be overwhelming for visitors.
One of the core reasons for a redesign being ‘conversion’, the ‘what set us apart’ section -that briefly explains what the company is all about and their business values, is further down in the landing page one which a potential client might not have the time to scroll down to the point of acknowledging or possibly overlooked as ‘not important’ given the area of the page it is located. To increase the conversion probability, I decided to bring the aforementioned section directly below the product categories section and for easier access, made it a carousel right in the hero section (depending on what the client go with in the final product. This way visitors can easily take a glance at some of the reasons why the company is the right choice for them.
The existing website has little interactive animation or transition. One of the very observable case of this is the social media and the featured section. For the social media section, pictures posted on the company’s instagram page were displayed but not interactive in anyway. My idea was to make the inclusion of this page serve an important function unlike with the existing site. I decided to make pictures interactive and clicking on any of the picture takes visitor directly to the specific post on the company’s instagram page. Thus, making this section serve as the company’s gallery where visitors and possible client explore the fascinating products done by the company there by creating reliability.
The existing website is not as intuitive as it’s suppose to be with an easily noticeable case of such being the footer. It was flexed into two columns horizontally with the site navigation occupying one side and contact form taking the other. This obviously doesn’t follow the proper mental model associated with footer layout and as it leaves the section of the page cluttered. Hence, the section as well was factored in by me for a redesign
In subsequent months, the feedback report gotten showed that there was 29% increase in visits within the first two months of redevelopment meaning the new design has drawn more traction and conversion thereby addressing the problem that birthed the redesign project in the first place. Getting to work on the Home page being one of the crucial part to the business is a task I found intriguing as it pushed me to learn more about SEO, site optimization and the anatomy of a good website from the business standpoint.
