Client Goals: UGuardU is a home and business security service, installation and equipment supplier. Their goal was to take the existing site and apply a more modern look and feel.However as the project evolved, it was discovered that the existing site did a poor job of lead generation and did not serve the user’s needs well enough. The existing information architecture of the site did a less than optimal job of properly funneling visitors based actual use cases, but instead organized its navigation and site features based on unsubstantiated business assumptions.
Methodology: User research was performed to identify key personas and use cases resulting in better organization of the site’s information layout.
Deliverables: Persona profiles based on User Research. Wireframes depicting the new information architecture. Comps and new site design execution.
Before: Main site IA was organized by “View Demo”, “Learn More”, “Pricing”, “Order Now” and “Contact”. These funnels did not line up with user flows identified as per the research that was performed.
After: New site IA reflects user needs based on use cases. The above navigation was replaced with “Residential”, “Small Business”, “Commercial”, “How it Works”, “Demo Technology”, and “Contact”.
In terms of marketing and sales initiatives the site now also features several lead generating calls to action such as the company’s phone number predominantly displayed, the addition of a lead generating form, social media icons, and a predominantly featured client sign in button.
Conclusion: The site now does a much better job of addressing customer needs and balances that real estate with important lead generating CTA’s.