A&S Pools/ Site Redesign
Successfully launched a full redesign of a national custom pool builder’s web experience.
ROLEs
ux lead
ux strategy
Created
Task driven navigationAdded
self-service booking clarified
location page structure|The Challenge
|navigational anarchy
The client’s web presence had a convoluted set of pool features in a link pile without a sense of organization with one-off promotional pages not included in the global navigation but hidden in the site.
|Inconsistent forms
Lots of forms across the site with no consistent design pattern created issues when users needed to figure out who to contact.
|NO search
A lack of search prevented users from finding precise pool feature sets on the site. It was requested by both stakeholders and users.
|The hunt for content
Photo galleries of completed pools with relevant pricing information were scattered across the site and kept in silos that prevented comparative shopping.
Tom - VP, Sales
“the new website has to find a way to make it easier and more informative for us. For [the customer] to be able to schedule their own appointment.”
Melissa - Employee
“No search bar is the worst thing in the world.”
Thomas - GM
“Customers get overwhelmed as they may be reaching out to the wrong people so they get frustrated.”
|THE RESPONSE
A process that identified and addressed specific user problems in their journey with A&S. Stakeholder interviews and customer surveys leading into the creation of personas and user journeys to guide the design process.
|THE RESULT
As part of a full site redesign, we rebuilt the information architecture with a clear purpose: guide users to their primary goals. We replaced a jumble of features with focused "action funnels" that lead users directly to what they need.
|The Design Process
Through interviews with stakeholders, user surveys and competitive analysis, we identified pain points and prioritized content and tools. This led to a new information architecture with purpose-labeled navigation and distinct page templates based on user needs and content type.
|personas
User personas emerged from user and stakeholder interviews, allowing the team to codify key pain points, desired features and work goals.
|Journey Mapping
User personas and interview data informed a discovery and purchase journey map, pinpointing customer touchpoints and identifying experience opportunities to guide design decisions.
|Early Wireframes
Based on user personas and journeys, I crafted initial wireframes. These integrated a focused storytelling approach, weaving existing educational content with new features and resources.
Prominent CTAs for booking a design consultation, the highest priority action on the site for both the business and users, including a persistent floating button to enable self-service scheduling.
Most user confusion involved finding appropriate photography of their desired pool types and features. I gathered the pool galleries spread across the site and gathered them into one browsable, tagged gallery.
Based on both stakeholder and user feedback, I created a process diagram to de-mystify the pool design and construction process.
I also created a place for blog and lifestyle-specific content to live as both a selling opportunity for the client and a further way of clarifying the pool build and maintenance process for the user.
|Outcomes
|Site Map
A&S’s information architecture was rebuilt around purpose, location, and department. This lets users find relevant information quickly by focusing on their end goal and reducing navigational complexity.
|Self-service booking
A new self-service booking process was created and CTAs were prominently placed in the utility navigation and lead space of most pages as well as a floating button to ensure that users always had access to the sites top task without embedded forms cluttering the page.
|location finder
A scattered list of location pages was replaced with a single, user-friendly location finder. An interactive map with clear visuals highlights areas served by A&S.
|Storytelling
An activity-based funnel guides users through distinct "build", "renovate" and "service" journeys starting from the homepage. Clear orientation aids users at every stage, ensuring users stay on track regardless of their starting point.
