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"ABOVE THE FOLD" REDESIGN
I redesigned the landing page, aligning both user and stakeholder needs.
CLIENT
Consistent Solution Nursing
ROLE
Content Designer
TIMELINE
4 months
COMPANY BIO
Healthcare startup
Before
After
The Problem
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"Above the fold" content was overwhelming and inaccessible.
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Content wasn't aligned with user needs.
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Tone was too technical.
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High bounce rate
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Low Cloze score
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Heat map inconsistencies
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Low CTR
The Solution
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Restructuring landing page hierarchy and content to align with both user and stakeholder needs.
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Optimizing information architecture to streamline essential tasks.
The Process
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5 second testing (Lyssna)
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Cloze tests
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Flesch-Kincaid Test
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Interviews
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Conversation/review mining
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Competitive audits
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Moderated usability sessions
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Heat Map
The Impact
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5 second tests showed quantitative answers double in success rate and qualitative answers more aligned with user needs
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Higher conversion rates (client received more messages and saw more traffic to conversion points).
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Cloze tests increased from 42% to 71%
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Flesh-Kincaid Scores increased from 45% to 78% (or decreased from an 11th grade reading level to a 5th grade reading level).
Read the full case study here
Before and after screens found here
Mid Fidelity Prototypes
Click here to view redesigned screens individually
The content hierarchy was adjusted to align with user expectations and needs, two things we uncovered with a survey where we asked users to rank features in order of importance and relevance.
The two new features I added to the landing page (the rate estimator and our team sections) were the results of some conversation mining, review mining, and interviews.
Rate Estimator
Users of other products expressed frustration at not being able to get an immediate quote in three venues: interviews, conversation/review mining within our competitive audits, and moderated usability sessions.
Our Team section
The majority of our survey participants expressed a need to know exactly who was taking care of their loved ones, the more information the better.
During our interviews (following our moderated usability sessions) the participants with prior experience booking home care expressed frustration with not knowing who was going to be taking care of their family.
TESTING
Moderated usability/Task Analysis
Interviews
Our mid fidelity prototypes performed pretty well during our rounds of testing, with only two things presenting as problems with our participants:
The first problem was a bit unexpected, but prevalent enough to warrant a change: our participants didn't like the color yellow.
The second issue was more in the realm of what I was expecting to learn, and revolved around the button copy.
The mid fidelity prototypes used two buttons: Book a Consultation and Explore Our Services, two specific user needs we uncovered during our discovery phase.
Our "Book a Consultation" tested well. We knew that this was one of our user's main goals, so there was no real surprise there.
On the other hand, our "Explore Our Services" CTA didn't really get the action we thought it would.
Instead, we saw users clicking on the pricing tool in the toolbar at the top.
When we asked our users about this after the test session, they remarked that the services were less of a mystery than the pricing. They had an idea about what services would be provided, but had little idea of what pricing looked like.
This feedback informed our decision to change the CTA from "Explore Services" to "Get a Price Quote"
BEFORE
AFTER
High Fidelity Prototypes
Here's a few snapshots of some of the screens I designed for the landing page, directly in line with what our research showed our users needed to see, in the order they wanted to see it.
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