Exhibit Backdrops is a division of Georgia Expo specializing in large format printed graphics for tradeshows and events, especially dey sublimated printing on fabric. We have noticed that over 78% of users coming to our page spend less than 6 seconds per session. I investigated by interviewing and surveying existing customers and installing Hotjar. With the support of our UX manager, we concluded that the users have a hard time navigating through the homepage.
How might we redesign ceb's homepage to help the user understand our product line and quickly find the printed fabric solution they need.
To be the go-to source that tradeshow goers of every experience level, budget and show rely on to complete their printed fabric display
Redesign the menu to represent the printed fabrics product better. Highlight the free design services CEB performed, and our tradeshow themed blog.
Define the user Survey and interview new and existing customers, test usability, identigy user personas, flows, explore stress cases. Create a solid value proposition
Understanding competition Analyze competitors, prioritize features like providing design templates easy to use by non-designers.
Simplify navigation Use UX sort to perform open and close cardsorting. Test with users.
Design System Simplify the logo, color scheme, and typography. Use plain language, short sentences, and paragraphs simple words, bullet points, and straight forward direction.
Sketches, wireframes and prototypes Scketch out possible solutions, convert interactions into clicable prototypes, create web graphics, test
Working for a small company often means limited resources as well as wearing multiple hats. However, for this project, I had a budget that helped me realize eight very insightful interviews, numerous surveys, and performed user testings. From that data, I completed a user persona, journey maps, and competitor analysis. I also sketched and prototyped the solution using AdobeXD. Created the web graphics and worked with a developer to implement them.
Timeline: 3 Weeks
We collected quantitative and qualitative data, with survey potential users and interview established customers.
Say the website was difficult to navigate
Our users go on average per year
Website usability satisfaction.
I scheduled user interviews and collected contextual enquiries at the ARA show in February 2019. I gathered information and took suggestions.
"The quality was inconsistent. My first order, the color and contrast looks great, my 2nd on, it looks like a cheap version of the 1st one. As if I was printing on fast mode to save up some inks. It was disappointing."
"Thank you for the quick service. More communication was needed with your design resources."
"Personaly, I am stuck on the names, why so long, I get it’s custom, I know I can print whatever. I get it I dont need a reminder every other word.”
To furder understand our user's patterns, we installed HotJar and monitor it for a month. Here is what we found.
Desktop Click Patterns
28% of users click on products text first
14% click on the hero image (unaware it is not a link)
14% click on menu
75% scrow pass produts
Mobile Click Patterns
26% click on the hero image (unaware it is not a link)
9% of users click on products text first
6% click on menu
20% scrow pass produts
Through our research, we found that our target audience is small business owners looking to grow there customer base on the trade show floor.
Franka has been making and selling handmade soaps and lotions with her daughters for a while. She decided its an excellent opportunity to attend a paddler show and try to expose her product to more people. She found the perfect tradeshow and signed up. She searched the web to find the ideal trade show display to market her goods, set her apart from the crowd, and bring more people to her booth, all while caring and assembling requires minimal effort.
To observe the market trends, I did a heuristic analysis of four competitors. Blue Wave Printing was pointed out by the sales team as our biggest competitor.
Collected suggested features by test subjects and stakeholders. Brokedown the data into themes, how easy it is to implement, how desirable, and how successful for the business each element will be. Then I laid out the effort to impact scale.
We decided to simplify the logo for quicker recognition and got rid of the tag line as well to be able to enlarge it slightly.
The colors choise was based on the parent company. Yellow is the same. Blue is softer and lighter. Orance and Purple ware chose as vibrant accent colors.
Bebas is a display family suitable for headlines, captions, and packaging.
Source Sans Pro was intended to be used in interfaces.
Adding color and images to the wireframes
After implamentation we notice, decline in bounce rates, increase in return visitorus and increase in sales.
UX Design LeadDrew Conners