Key Objective
To figure out why a small number of clients are enquiring about DMC's services through their website.
Projects I owned
Led the reconstructing of internal workflow
Modernised DMC's business work flow by introducing transcription programs that produce 98% of written report work.
Higher Clicks to Contact, more client bookings
Business strategy to ensure business owner gains revenue throughout the project with no dependency of the relaunch.
Industry Standard Design
Matching the expectations on what clients and stakeholders expect when enquiring for a chartered surveyor.
Overview
A B2C platform that ensures potential clients enquire about the
services of a Chartered Surveyor. Mobile and Desktop.
Role
DMC redesign: Updating internal business flow, UX research, ideation and Design System
Duration
5 months
Deliverables
UX research, Architectural Information, design and tested website for desktop and mobile.
Business Goal
To gain bookings from clients
DMC wishes to obtain an influx of clients within the M25 area, mainly focused in North West London. Their services aim to provide information that ensures client properties are maintained/ fixed from critical issues.
Success metric: clicks to contact, new visitors, increased revenue
User Goal
Have DMC's services help maintain the client's residential property
We want to ensure that users quickly gain information about DMC's services and are able to make contact with ease - optimising usability.
Success metric: Sentimental Score, Net Promoter Score
Overview
DMC's website needs to modernise for mobile devices; to gain more enquiries from potential clients online.
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DMC's website is not mobile responsive
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Although the website is functional, but the design is outdated
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No SSL Certification
Before
After
Pain Points
DMC takes too much time writing reports; slow distribution lowers companies NPS.
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DMC has been active for over 30 years with only a few technical upgrades.
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Current workflow has a tedious method: play 1hr recording and manually type the dialogue.
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DMC claims they produce reports within 72 hours. Reviews and NPS have decreased due to missed deadlines.
Pain Points
Design is dated with no SSL Certification; making users feel unsafe.
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User testers claim design makes DMC look barren and abandoned
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Functionality of UX works as expected
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45.7% of users access DMC through mobile
Ideation
Update the internal workflow before bringing in a large influx of enquires through website
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Introducing DMC to the transcription machine program Dragon Nuance which writes 98% of the report for client.
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Report distribution increased to over 166%
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Reviews and Customer Satisfaction for DMC increase: Av. 4 stars out of 5.
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Elephant Carpaccio method used to ensure value is delivered promptly
Ideation
Competitor's Analysis formed the new UX and defined features
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DMC's services revolve within North West London. Auditing competitor's sites set the standard for new design system and UX.
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Frequency of actionable methods of contact are recorded from each competitor
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Features within competitor's site pass through DMC's FMEA (Failure Mode Effects Analysis)
Example of Competitor's Audit: Feature Prioritisations
and what makes this website unique are audited.
Example of Competitor's Audit: The frequency of
contact buttons is shown throughout each website.
Ideation
MoSCoW, S.W.O.T. & MVPs highlight which features to implement into redesign.
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S.W.O.T. analysis ensured that redesign served the goals of the user: to make contact with DMC
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MVPs mapped out possible ideas to ease UX and business-related goals through Impact - Effort Matrix
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MoSCoW highlights which features must be implemented and which metrics they help fulfil.
S.W.O.T graph shows which features could help with DMC's website and
further strengthen the metric of success: Clicks to contact.
Combining MoSCoW and How Might We's by
placing ideas into an Impact Effort Matrix.
Ideation
Map of Architectural Information that showcases new UX and how previous clients found DMC online
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Yell.com is the main source of influx for DMC's enquiries
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Clicks to Contact is main metric for website's success, access to contact methods is main goal
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Placing most requested DMC's services in nav bar for ease fo use
Prototype
Prototypes focus on 'Clicks to Contact' metric and digestible information.
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Main DMC services have their own dedicated page that gives digestible information for FTX (First Time User)
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Average time of task completion is 1.1 minute
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Multiple methods of contact were implemented to ensure users makes contact.
Ideation
Design System that brings DMC to industry standard
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DMC's blue logo was basis of the colour scheme.
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Negative space and high contrasting colours passes WCAG AAA.
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Colour scheme takes into account of devices Night Shift Mode.
Ideation
Optimising landing page with focus on CTA; to make contact for an enquiry
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CTA is clearly distributed throughout each page: making contact with DMC.
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Used successful elements from competitor's audit to create landing page.
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Viewing patterns (Z pattern) were used to ensure relevant information was highlighted through user's walkthrough.
Ideation
Strengthen Voice of Customer to generate a connection between DMC and user
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SEO ranking was considered when writing informative paragraphs.
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Using questions are titles brings an approachable level of affability.
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Small segments of info help user understand potential issue before contacting DMC.
Ideation
Use multiple contact methods to ensure user make contact; main metric of success
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Contemporary elements are featured on the new site: enquiry form and google map location.
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Removed questionable use of fax machine...
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Failure Mode Effects Analysis was filtered through into design to ensure prevention of errors are diminished. (i.e. error input fields).
Ideation
New site is mobile responsive
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DMC obtains more enquires via phone calls due to static/pinned direct phone widget
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Design system is consistent throughout all mobile and desktop devices.
Resutls
New platform scores highly compared to previous site
KPI's & Outcome
Modernised platform sees DMC gain over 200% Clicks to Contact
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NPS soars to 90+
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Site Sessions increase +1,200%
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Company Revenue Increased +20%
Overview
Working with the engineer and project manager at Yell.com proved to be successful. However, the project manager posed a few problems which slowed down the production.
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Not informing Yell.com to keep the current DMC domain for the new website seemed to be a simple beginners mistake that should have been avoided.
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Constantly trying to get DMC to invest into spreading more targeted adverts in certain London boroughs started to set a strain between Yell and DMC.
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Elements that I personally learnt:
Creating an in-depth design system
Learning about Construction and Engineering
In-depth prototyping Lo - Fi and High - Fi
Consistent wireframes