Research
The client’s main concern for this site was improving the conversion rate and that the previous site was hard to use. Naturally at first I was lost and overwhelmed by all the possible directions in which I could take the project. To narrow down the scope, I first focused on how to improve the conversion rate and gain more traffic. I conducted a usability testing to understand the market more and their needs. Through the research, I found that most users are looking for masonry, patio, and planting services. When creating the portfolio section, I kept this in mind and is why I highlighted these services.
For the user interface, I found not many designs in this industry have great framing. The sites are mostly static and don’t have many features for the user. When designing the structure and making a pleasant experience, I took inspiration from many tech companies. I chose this inspiration because many landing pages highlight their services and showcase previous work. This works perfectly for this site and it provides what the client wanted to highlight. With the combination of this and the research findings, the design work could begin.