D&J Home Improvements

Website Design

The Challenge

D&J needed a website that stood out amongst their many competitors. As a sole trader, D&J was up against companies large and small with great reputations and years of experience.

Objectives

To improve online presence, drive more enquiries and closes more sales

My Role

Research, Competitive Analysis, Wireframes, Personas, UX Copywriting, Prototyping, Testing.
Graphic Design by Juliana Bridi.

01. Discover
02. Define
03. Develop
04. Deliver
05. Refine

discover

Research Plan

The Problem
What do people want to know when deciding to renovate their home with cladding?

Target UsersPeople who are considering renovating their home or have cladded their home within last 6 months.

Research GoalsWhat is important to users when deciding whom to use to renovate their home.

Interviewees

I interviewed 5 people, from young couples that were home owners, to older generations.

Key Insights

I need to understand the experience of whoever I'm working with. this could be by viewing past projects or seeing customer testomonials.
I want to know what materials they will use, and any benefits or drawbacks.
I need transparency with whoever I work with. I'd like to know upfront the cost and any other potential expenses we might encounter throughout the project.

Persona

Andrew
Aged 31
Married with a Small family
Andrew
Situation
  • renovating a weathered house
  • building a granny flat for more income.
Goals
  • Research to obtain few quotes to understand the best solution
Needs
  • Understand the experience of who their working with and the quality of their work
  • How the renovation and materials will impact their home
  • Examples of projects completed and references
Frustrations
  • Unexpected problems, surprises, price increases or project delays beyond agreement of the quote.
  • Any stress over house renovation by misleading expectations.

Problem Statement

Problem
Andrew needs to research the websites of cladding specialists so he can choose the best fit for his home. Currently, most websites contain too much information that's too specific or hard to digest.

Hypothesis
We believe that by creating a simple comparable site for Andrew, we’ll provide him the information he’s looking for.

We’ll know this to be sure when we can see Andrew easily navigate the website to finding all the information he is looking for resulting in a easy, positive experience.

Competitive Analysis

Here, I assessed the Information Architecture of competitors, understanding the purpose of their content and each page.

Most companies were unnecessarily including highly detailed information on materials which didn’t make sense to the end user.

Most websites also appeared messy and disorganised which proved difficult to navigate.

The end user expected the cladding expert to provide advice in their best interest and hence didn’t see value in looking at material specifications themselves.

Information Architecture

40 Sub Categories of Information to dig through
  • Persona’s Needs
  • Quality Reassurance
  • Great Price
  • No Surprises
  • How it will affect their home (Benefits of Cladding)
  • Testimonials
  • Services
  • Cladding
  • Windows
  • Doors
  • Gutters
  • Facias
  • Materials
  • Cladding
  • Colours
  • Specifications
  • Styles
  • Windows
  • Colours
  • Specifications
  • Styles
  • Doors
  • Colours
  • Specifications
  • Styles
  • Gutters
  • Colours
  • Specifications
  • Styles
  • Facias
  • Colours
  • Specifications
  • Styles
  • Gallery
  • Before Photos
  • After Photos
  • House Photos
  • Granny Flat Photos
  • FAQ’s
  • Locations serviced
  • About Us
  • Contact Us
  • Call
  • Enquiry Form

Site Map

5 Parent Categories in Total > 10 Sub Categories of Information
  • Home
  • Summary Of Website
  • Testimonials
  • Persona Needs
  • Quality Reassurance
  • Great Price
  • No Surprises
  • Services
  • Our Services
  • Cladding
  • Windows & Doors
  • Gutters & Facias
  • Materials
  • Benefits of Cladding
  • Gallery
  • Before & After Photos
  • House Photos
  • Granny Flat Photos
  • About Us
  • Contact Us
  • Call
  • Enquiry Form

Wireframes

Solution

Prototypes and Testing

High Fidelity Testing
Testing with a few target users led us to refine terminology and condensing the copy and content even further than we had.

Outcomes

Upon the websites launch, $30k worth of projects were signed within the first week. This was extremely unusual!

Higher close rate on all projects due to increased credibility of website with new customers.

Clients are often up sold additional services due to their increased awareness of D&J's solutions.

Next Steps

Monitor analytics for new and returning visitors, most viewed pages & conversion rates - refine content if required.