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Client web snd mobile re-design. The Herd is a premier marketing agency located in Miami, FL. I was brought on as a contracted UX designer to revamp the web and mobile experience.
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The agency's website has become archaic and aged poorly. The site lacks essential components such as prominent CTAs, a defined user flow, a clear visual and informational hierarchy, social proof, loss of services, etc.
The client's primary need was to increase awareness of the current services offered and the business's success throughout its history. The goal of raising awareness of this critical information is to improve overall consultation bookings.
Dec‘22 - April ‘23
Lead UX/UI Designer
SOLUTION
A completely re-designed user flow and UI based on user research and analytics to increase bookings, create better navigation, and improve accessibility and web/mobile responsiveness.
Once the project commenced, my first goal was to gain access to the site's analytics and gather data on what users do once they land there. This data will be beneficial when making design decisions, primarily by optimizing the user flow to increase bookings.
The next step is uncovering the current site's current user flows (or lack thereof). A significant issue is the site needs the necessary CTA buttons and navigation to guide the user to the desired goal of booking a consultation. This causes increased drop-off as typical psychology shows this causes users to feel to feel unengaged. Below are the top 3 most viewed pages and current their current issues.
The hero of the landing page lacks significant components to drive engagement and conversion.
Opportunity: Create a strong CTA and secondary button to drive engagement, add a title and subtitle tapping into user pain points, and add imagery to increase emotional connection.
No CTA on the page, poor visual hierarchy, and unclear elements throughout the section.
Opportunity: Improve hero section with imagery and CTA button to try convert or to the services page aiming to keep the users engaged and to keep a consistent flow.
A significant need for detailed information on each service and deliverables provided. Hero copy needs to be shorter and more engaging.
Opportunity: Create a simple layout displaying services and deliverables with options to navigate to a specific subpage with additional information.
Next, I wanted to get an understanding of competitive agencies on how they approach their designs and market to a similar customer. The main point of this research is to see if any components could be utilized in Herd’s site to its benefit.
From top to bottom, the previous homepage is filled with a lack of context, no clear CTA, unclear visuals that don’t match the copy, lack of social proof, and doesn’t tell the user what services are provided—all critical elements for a successful landing page.
A new homepage was created to highlight the brand's main qualities and guide the user through a story. Using visual elements, strong messages, social proof, and bold CTA buttons, we aim to set the bar higher for a more engaging, user-friendly experience.
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MOBILE
Since over 30% of users use a mobile device to visit the site, it was essential to design an improved mobile experience to improve overall accessibility and expertise.
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As of right now, the website has been finalized and is in production with the software engineering team. We are undergoing QA testing to ensure site validity and a smooth and accurate launch in the next month.
STEP 1
Since the site is currently in development, I assist with any questions or flaws that may arise to ensure a timely and efficient build.
STEP 2
Once the site has been developed, I will run a thorough QA to check for any misalignments, design flaws, spelling corrections, etc., to ensure it is launch-ready.
STEP 3
Once finally launched, I will review the analytics dashboard and user feedback to see how the site has improved and what still needs improvement.
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