Delano Photos
Website, Mobile
After gathering insights, we determined that website architecture, SEO underperformance, and navigation issues were causing high bounce and drop-off rates.
Delano Photos faced a significant challenge with attracting new clients, closing sales, and reducing bounce rate.
The redesign addressed these issues by consolidating pages, rephrasing keywords, showcasing Lindsay's work, and a CTA on the home page to book an appointment.
User Interviews
Mockups
Prototypes
Iterations
Testing
UX Designer
Duration
Fall 2023
Noelle W.
UX Designer
Team
Delano Photos: Background | User Flow
Background
"On a scale of 1 to 10, how likely are you to book an appointment today? Why?"
Survey says...
How can we ease user frustrations?
Delano Photos: User Research + Feedback
Website, Mobile
Delano Photos: User Research | Feedback Round 1
Menu restructure to ease friction
Private, password-protected image galleries for each client
Delano Photos: Redesign Process
Website, Mobile
To start, I redesigned the site structure by moving key information to the homepage, such as including a CTA button, photo gallery and created distinct pages for frequently requested information: (work samples, contact/inquiry form, and pricing pages).
Additionally, private, password-protected image gallery pages were created for clients to easy view and print their photos, which furthered user trust.
Simplying Site Structure
Before
Before
Before
After
Adding a CTA button and responsive gallery not only enhanced Lindsay's credibility, but led to a substantial increase in user ratings, in our second round of testing from 5.3/10 to 9.4/10.
Due to these changes, we observed a decrease in bounce rates and a reduction in work sample / portfolio requests.
CTA + Home Update
After
Before
After
Before
Adding a CTA button and responsive gallery not only enhanced Lindsay's credibility, but led to a substantial increase in website traffic.
Also, we observed a decrease in cart abandonment and a reduction in separate portfolio requests.
Originally, the studio's contact form was limited to a listed email address. The redesigned version is more targeted, guiding clients to specify event types, ask questions, and mention any referrals.
Additionally, the form includes an instant confirmation message, reducing uncertainty and providing immediate feedback. This signigigantly reduced the bounce rate in Q3-Q4
Booking + Contact
Delano Photos: Redesign Process
Delano Photos: Testing | User Feedback
Website, Mobile
Test 1 / Before
Test 2 / After
A user attempted to copy and paste the email address to contact Delano Photos, but the ad interfered, causing further frustration.
The improvements to Lindsay's website were well-received; on average, users now complete the booking process in about 2-3 minutes, compared to the 8-10 minutes it took before the redesign.
Less Clicks = Happier Users
After testing, a FAQ was added to lessen the bounce rate
Adding a CTA (book now), higher quality work samples, client galleries, and social media buttons have significantly enhanced user satisfaction from 38% to 92%.
Additionally, a FAQ was added to answer common questions we received while testing, reducing overall response time and bounce rate.
Improving Response Time
Delano Photos: User Testing | Feedback Round 2
Delano Photos: Impact
Website, Mobile
Fig. 1
Fig 1: As shown, sales dramatically increased after the new site launch and remained steady throughout November and December 2023 / Q3.
Redesign = Results
Fig. 2
Fig 2: Improving the website's SEO engine by utilizing key words, long phrases, higher quality images, and social media linking also helped Delano Photos to gain momentum, especially during the holiday season.
During Lindsay's website redesign, I was tasked with updating her existing site on Wix. Wix's limitations in customization and integration required frequent live testing and creative workarounds to meet her expectations within budget.
While the project was challenging, it was successfully completed, exceeding Lindsay's goals by attracting dozens of new clients and increasing her revenue by 625% for Q3.
Reflecting on this, I would recommend considering alternative platforms in the future for greater design flexibility and efficiency.
Final Thoughts
Delano Photos: Impact