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Client: A lean startup dedicated to designing and building hiking/mountain biking trails
Scope: Custom Wix build, website design, collateral design
Goals: Lead-generation, project contracts, engagement
constraints:Limited budget
PS case study - a retroactive analysis
lessons learned:
Because the site was created before my education in the UX design process - after reviewing the site I noticed some common UX mistakes that could've been prevented. The first was a site hierarchy - most notably, the heading for the Projects page was missed.
The second mistake is visual clutter. Too much clutter can be overwhelming to some users. While the casual culture of this industry allows for a certain level of boldness, simplicity might be the better option. Mobile version included.
solutions: above the fold approach
Projects
services
Projects page: In order to simplify the page and reduce scrolling, organizing the projects into the appropriate categories would allow for more content to be available above the fold. This might also lessen confusion by allowing users to choose based on project-type. Some may only be looking for specific categories.
Services page: In order to reduce clutter and scrolling, the services page would be reduced to Services buttons only - no need to scroll to each offering. The original version does have page interactions to send the user to the category upon clicking/tapping, but this feature might've been lost on certain users. Limiting the content to clickable buttons that direct the user to a new page, while increasing the amount of steps to complete the task, would also allow for a more simple and straight-forward experience. Project examples will also be featured beneath the service once selected, connecting past projects to the services offered. Ex: Trail Construction project examples will be listed under the Trail Construction service description.
merch
collateral
typical user: 44 years old, lives in Laramie, WY. Hometown: Colorado Springs. Works in city government.
Goals: Connect with a firm that understands the balance between challenge and accessibility for different skill levels
Needs: Information about the firm's approach to environmental stewardship and permitting processes
user persona: Matt l.
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