PROJECT OVERVIEW

Client

Peninsula Environmental is a boutique sustainability consultancy based in Glasgow
that helps organizations improve their environmental performance and reduce
overheads. They aim to guide businesses in being more environmentally friendly overall.

EXPLORING THE PROBLEM & DEFINING BUSINESS NEEDS

Our design team met with the stakeholder to understand the problem,
learn the stakeholder’s goals, and what they wanted to accomplish with this redesign.

“What is Peninsula Environmental trying
to achieve through this redesign?”

Business owner’s goals for the website redesign:

• increase business and service visibility

• increase customer conversion rate for clients to schedule a discovery call

• inform users what the business is about

• attract customers

• improve overall website usability

SOLUTION

With the research our team collected, we redesigned the company website, allowing users to
more clearly understand what services are being offered, directing users to schedule a call to learn how
Peninsula Environmental can help their business, and creating an overall more intuitive user experience.

The result should help clarify and increase awareness of the company and its services, increase customer
conversion rate for clients to schedule a discovery call, and improve the overall website usability.

DIVING INTO RESEARCH

After our team met with the stakeholder to understand the problem, learn
the stakeholder’s goals, and what they wanted to accomplish with this redesign,
we jumped into the research phase.

We collectively decided our first step would be to conduct a content audit to understand
what content format is working and what content might need improvement.

Key Findings from the Content Audit

Our team conducted a content audit and the findings are as follows:

These stats helped us learn that there was an opportunity to make the
content easier to comprehend to the average user, as well as make
the content more concise.

"Users often leave web pages in 10–20 seconds...”
according to the Nielson Norman Group.

With info from the content audit, we solidified our research goals:

• How can users navigate the website easily and access the desired information?

• How do we enhance the website's content and improve its usability?

Usability Testing

We then decided to perform usability testing for the original website to learn what
users had trouble with specifically, which will further help us improve the user
experience when we redesign the website.

Through moderated remote testing, we asked 5 participants to complete 2 tasks
and answer a question in their own words.

Question:
What do you understand by the “discovery call” on the website?

Information Architecture

After learning about the challenges participants had with the initial website, our team attempted
to reorganize the website information architecture. Our first attempt was the diagram below:

After a continual discussion with our team, and a few attempted rounds, we settled
on the finalized the information architecture below.

Information Architecture Improvements

1. The home page clearly indicates the main services of Peninsula Environmental.

2. The call-to-action button for the discovery call is present at the top of the home page, as
   well as indicated at the bottom of the page after the user learns about the services offered.

3. There is a separate page for the services so the user can learn more in greater detail if they
   choose to, without being overwhelmed with information on the home page.

4. A page is dedicated to scheduling a discovery call to emphasize the importance.

EARLY STAGE LOW-FI WIREFRAMES

The three other UX designers and myself began brainstorming and sketching out our ideas.

• From the research conducted, we knew we wanted to avoid heavy text and information
  overload, in order to clarify the business’ services and retain users’ interest.

• Based on the stakeholder’s goals, we wanted to make the ‘Book a Call’ feature more prominent.
  We did this by giving it a consistent space on the Home page, which allows users to take action after
  learning about the business’ services, and we also gave it its own page from the main navigation menu.

• Since the Peninsula Environmental stakeholder wanted to inform users of their services and
  increase the number of discovery calls booked, our main pages consisted of:

  • Home

  • Our Services

  • About Us

  • Request a Call

LOGO & BRAND IDENTITY

The stakeholder was also interested in revamping the company logo, as long as we kept the
starfish (orange star pictured below) and stayed with the blue and orange color palette.

BUT DID WE UNDERSTAND THE ASSIGNMENT?

To put our designs to the test, we had 5 users participate in another round of usability testing.
We asked users the same questions we asked them in the first round of usability testing.

Test Results

✔️ 5 out of 5 participants were able to identify how to get into contact with the business

✔️ 5 out of 5 participants were able to identify the services that Peninsula Environmental offered

FINALIZED BRAND IDENTITY & STYLE TILE

Keeping the blue and orange color palette, as per the stakeholder’s request, and making
the starfish more prominent, we established Peninsula Environmental’s brand identity.

FINAL RESULTS

Thank you for reading!

I’d love to hear your feedback or discuss upcoming projects

zeneh90@gmail.com

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