Evans Homepage Redesign

UX / UI

Evans Distribution Systems is an 87-year-old, family-owned and operated logistics company offering customers a single source solution for warehousing and distribution, transportation, contract packaging, quality inspection, fulfillment, staffing and other logistics-related services.

The Challenge

  • Evans just released a new website that cost a significant amount of money, but they had no way to test its effectiveness or design.
  • There was no user research to back up the validity of their designs because they did not have any process in place, and getting users to test was extremely challenging.
  • The company feared that they would not be able to keep up with the pace of technology, rendering their website irrelevant in a short period of time.
  • Create a design process for the company that would be user centric, but not costly.

Define

The first step of the process was to meet with the stakeholders in order to see what their short-term and long-term goals for the website were. Some of which was that they wanted to increase the amount of request for quotes (RFQ), and they wanted their website to generate more revenue than it did in the previous year.

Although their new design was aesthetically pleasing and modern, the amount of RFQs received was not at a satisfactory level. The company wanted to improve this, but they had just spent tens of thousands of dollars on the redesign, so they were wary about spending a significant amount of money on research and testing.

Discover

After setting a budget in place, it was time to look for tools that could be used for research and testing.

I created a comprehensive analysis of 20 tools that could be used for A/B testing, split URL testing, heat maps, scroll maps, eye tracking, user session recording. The company also struggled with customer feedback, garnering little to no interaction them, so getting customers to participate in live user testing sessions was seemed even more daunting. Thus, we also needed a tool that offered remote user testing. So with all that in mind, I then narrowed down the list to 3 tools that would work best for the company, and immediately started my research/testing.

Design

The first dilemma to address was the company’s RFQ situation.

My hypothesis was that this issue was caused by a lack of a distinct call to action. My research also showed that only 15% of visitors were reaching the RFQ form in the home page. The RFQ form also only garnered 3 clicks out of the total of 375 recorded clicks, which was far below the desired amount that the company wanted.

The first step I took in redesigning the homepage was eliminating the, “It’s Easier with Evans. Find Out Why,” section because it was confusing to users. That section was supposed to be where they could search for anything on the website, but the lack of a distinct button caused users to bypass it as they scrolled down. In fact, there was only 1 click out of the 375 clicks recorded.

I created three designs, which I then A/B tested the designs to see which design was the most appealing. The third design was chosen.

Evans Redesign Mockup 1 Evans Redesign Mockup 2 Evans Redesign Mockup 3

In order to prove that the design would garner effects, however, it was tested further. This time we used a split URL test to see how it performed against the original site. But after a month of testing, the redesign did not perform to the desired effect, so I went back to my research findings to figure what to do next.

The next step I made was eliminating the news section above the header because it was a) not helpful in accomplishing the three main goals of the website, and b) valuable to users. However, when I took that section out, it ended up not being visually pleasing because of how only a quarter of the service tiles were visible above the fold. This led me to designing a landing page home page, with distinct call to action buttons.

Evans Redesign Mockup 4 Evans Redesign Mockup 5

Introducing Design Thinking

The current design has proven to be the most effective with the amount of RFQs doubling to 6, compared to the original version’s 3 RFQs in the same one-month test period. The number of clicks that “Services” had in the menu also increased from 8.27% to 12.44%. “Contact” also increased from 7.07% to 9.78%.

I was able to design a process for the company that not only cost less than $100 a month, but one that could instantly improve their revenue and help achieve their business goals and their user goals for their website.

Interested in working together?

mattdlmag@gmail.com