TreeFellas - Redesigning a business website providing tree surgery and landscape management
Timeline
December 2023 - Feburary 2024
My Role
UX Researcher
UX Design
Tools
Figma
Project Overview
TreeFellas is a company that provides tree management services, the company had their website up and running for around 6 months prior to reaching out to me. Chris, the owner, said he wanted the website redesigned as user engagemnt was low and he wasn't entirely happy with the overall look of the website. With the winter season coming to an end and the dryer, warmer season starting to appraoch he thought this would be the perfect time to revamp the website in time for increased demand of their services.
The Problem
The main problem was that user engagement was extremely poor, TreeFellas was receiving just 1 interaction every couple of months. TreeFellas had a functional business website to generate more leads but that was just not happening.
Let's get started!
Research, research, research! It forms the cornerstone of any successful UX process. Without thorough research, time and resources are squandered. Initiating research at the project's outset is paramount to pinpointing underlying issues. That's precisely why I've opted to commence with an interview with the project owner, Chris, followed by a comprehensive competitive analysis and finishing with user interviews.
1Stakeholder Interview
I sat down with Chris to conduct an interview to understand what his vision was and determine why that hasn't been successful so far. We spent no longer than half an hour covering a number of questions all offering me some great insights.
2Competitor Analysis
So now i've gathered Chris's thoughts I decided to take a look at what the other guys in the market are doing. I searched for local tree surgeon businesses, took screenshots of their websites and threw them into Figma. Here I examined the different UI elements, colour palette's used, typography and information architecture to identify patterns that should be included in the design.
3User Interview
It's time to speak to real users and understand what they expect to see and experience. I conducted interviews with 3 participants and asked no more than 10 questions, I received some fantastic feedback.
Summarising my finding's
Competitor Analysis Summary
Comparing the TreeFellas website to it's competitors, TreeFellas had a good basic website design however it was clear that information was lacking throughout the website, certain design elements on the page seem outdated and to be honest, amateurist and parts of the website were duplicated.
Affinity Diagram Summary
Grouping the user interview answers together allowed me to not only understand what users aims and expectations are but to also understand their thoughts of the current TreeFellas website.
What I found
Bringing both the information gathered from the user interviews and the information gathered from the competitor analysis, I identified the 3 main areas that I needed to focus on.
Redundant content
Information throughout the website was duplicated as though it was simply copied from page to page losing its authentic feeling.
Lacked information
There were services that were offered that didnt really offer any real information about the service itself.
Outdated and inconsistant design
Elements on the website were outdated and inconsistant, buttons were there for some but not for others?
Design
Wireframes
After analysing all the information I gathered I began creating some wireframes focusing on the 3 main points whilst improving content structure and following design patterns with TreeFellas competitors.
Prototype
The next steps...
With the design being approved we will look to pass it onto the developers to produce and implement the design. Then over the next few months we will track the statistics to see whether implementing the new design improves our user engagement and generates more business for TreeFellas.