Several screens were redesigned for 24Financials. This was done to make the website attractive for new potential clients and optimize conversion.
Client Gearbox Innovations, View 24 Financials
Tasks Research, Interaction Design, Prototype
Problem
24Financials noticed that new potential clients and contractors found it difficult to reach each other.
Approach
To significantly improve conversion rates, I conducted a deep dive into the existing website structure and user interface. My strategy focused on streamlining the experience and enhancing visual guidance.
- Flow Streamlining: I began by mapping the existing user flow to identify and eliminate unnecessary steps, ensuring the fastest possible path to goal completion.
- Visual Hierarchy & Guidance: I addressed critical inconsistency issues in the design system. By establishing a clear color distinction between primary and secondary buttons and text elements, I created a strong visual hierarchy that effectively guides potential customers toward the key calls-to-action.
- Homepage Redesign (Eliminating Carousels): Based on established UX principles (e.g., Van den Berg, 2017), I replaced the ineffective homepage carousel with a prominent, direct search function. This change eliminates distractions, counters 'banner blindness,' and immediately empowers the user.
- Login Experience: The separate login page was redesigned as a non-intrusive pop-up modal. This minimizes clicks, prevents user navigation abandonment, and increases the completion rate.
- Search and Filtering: The restrictive, login-gated filter on the search page was converted into an open, accessible filter. To further accelerate discovery, a dedicated search bar was integrated directly within the filter panel. This change prioritizes user assistance and efficient goal finding.
Result
I learned from my internship supervisor that a flowchart helps with these types of projects. Thinking about the number of clicks and where you want to guide the user. What is important on the website and what do you want the user to do on the website. Through this process, I became aware of everything that happens on a website and how you can guide the user.
