Contractor Referral Website Redesign
Objective
Enhance the customer experience for this marketing microsite, increase lead generation for contractors and increase company revenue.
​
Solution
-
Implement a guided experience using a friendly form for the contractor match user flow
-
Capture users' previous searches and surface them for easy access
-
Include a badging system for contractors corresponding to years of affiliation with the referral program
My Role
Design Leadership & Guidance for designers and developers on this Agile Team
Design Leadership & Guidance for designers and developers on this Agile Team
Design review of development implementation
High-fidelity prototyping for MVP & usability testing
User & Stakeholder Insights
Key User Pain Points
​
-
I don't know why I should use this referral service versus another one.
-
This site only provides a few contractors.
-
I have no idea whether one contractor is better than another from the results returned.
Key Contractor Pain Points
​
-
My administrative time is increasing as customers submit multiple referral requests, attempting to get different contractor recommendations.
-
Including the service location is confusing to customers and leads to significant time explaining how resources are dispersed.
Key Business Pain Points
​
-
Trying to build a brand within the company brand is challenging.
-
We need to compete on the open market.
-
We have goals for lift generation that must be met.
Usability Testing Insights
Quantitative and qualitative usability testing was done on the current design. The unmoderated testing consisted of three questions.
1
First impression: what's your first impression of the site and its purpose?
2
Find more information: how would you find out more detailed information about the program and its benefits?
3
Find a contractor: you need a contractor to install a new HVAC system at your home. How would you do that on the website?
The website looks professional, clear and easy-to-use.
I like the How It Works section.
Usability testing of current design
85% of participants were able to easily identify how to start their contractor search.
THE PROBLEM
The process feels too complicated to users and more context about the results is needed.
The Solution
-
Remove unnecessary steps in the referral request process
-
Provide customers insight into where they are in the process by adding a visual indicator to the flow
-
Feature a badging system on contractor results to show customers the number of years a contractor has been with the program
-
Feature a dynamic card that explains that the results are tailored to his or her individual responses and then matched with the contractors
-
Include the more detailed program information on the landing page
-
Provide customers easy access to their previous search results
