Custom Exhibit Backdrops — Homepage Redesign

Custom Exhibit Backdrops (a Georgia Expo division) produces large-format dye-sublimated fabric graphics for trade shows and events. Analytics showed most visitors weren’t engaging with the homepage.

Problem

The homepage made it hard to understand the product line and to navigate quickly to a solution. Many users left within seconds.

Goal

Help trade-show buyers of any experience level quickly choose the right printed-fabric solution, while highlighting free design services and helpful content.

Approach

  • Research & Evidence: surveys/interviews, contextual inquiries at ARA, Hotjar click maps.
  • Key insights: confusing navigation; long product copy; low discoverability of design services; non-link hero clicks.
  • IA & Navigation: open/closed card sorting with customers and stakeholders; simplified shopper-friendly menu.
  • Process: define users → competitor scan → card sorting → design system → wireframes → prototype & tests.

Design

  • Identity & UI: simplified logo; refined palette; scannable typography; shorter plain-language copy; clear CTAs.
  • Artifacts: homepage & category wireframes; responsive mockups and mobile behavior.

Outcomes

34%
Bounce ↓
14%
Returning ↑
+2%
Sales ↑

My Role & Timeline

Role: Research, IA/Navigation, Wireframes/Prototypes, UI/graphics, stakeholder facilitation, dev handoff.
Timeline: 3 weeks.

Credits

UX Design Lead: Drew Conners
Developer: Matt Savitt