Small business web redesign - cleaning company
Nami Cleaning is a Hawaii-based green cleaning company. The task included finding a budgeted solution to answering multiple clients’ emails about the product and services decreasing the number of steps while providing a personalized quote for clients.
MY ROLE
I worked on multiple projects with Nami Cleaning to help improve their processes - from HR processes to client experience from booking to paying and follow up. Solutions included implementing a new time tracking, a new CRM program, expanding the methods of payment, automation of the invoices, and the complete redesign of the website. For the website, I did the research, created user personas, web user flow, designed the responsive website, and did UX writing.
TOOLS
Elementor, WordPress, Yelp & email communication with clients (to collect data and comments and track the process of quoting)
METHODS
Rapid prototyping
UNDERSTAND
To understand better the issue and learn about processes I interviewed some of the associates and the management.
PROBLEM
Nami Cleaning has an issue with the staffing required to answer multiple clients’ requests and emails prior to scheduling a service. Information on the website was inadequate in providing the details about the cleaning experience and requirements of certain packages, about the service area, cleaning lists, and most importantly it didn’t emphasize their competitive advantage.
The process of quoting included limited information given by customers via email or Yelp, and would be usually followed up by a series of questions by a Nami Cleaning representative to determine the price.
It would usually take at least 4 back and forward emails to provide a quote for already priced items.
CHALLENGES
Limited research resources
Limited budget & time
A business strategy was under review at the time of the design - this made some information limited
GOAL
Decrease the number of back and forward questions and answers via email and texts when clients are booking a service. Inform clients about all the requirements and expectations of the service before contacting Nami Cleaning.
SOLUTION
The proposed solution included designing the app for the repeating (existing users) and redesigning the responsive website.
The website needed to include:
Detailed fill-up forms to ease up the quoting process and record all necessary data to prevent miss-quoting
Provide the information about all the services, and the difference between them
The home page had to include all the competitive advantage points that the company has
Ease up process to find answers to most common questions by adding multiple ways/flows to get to the end page
Adding additional pages: FAQ, Career, etc..
Nami Cleaning management has decided not to proceed with ordering the design for the mobile app at this time, as they are preparing for a series of operation changes.
OBSERVE
To better my understanding learn about customers’ expectations and stay within the budget I have taked in consideration existing feedback, got the insight in communication and most common questions before booking a service, and learned about most common missunderstandings.
EXPECTATIONS
Often clients/users don’t know the distinction between products/packages and end up being disappointed. While this can be clarified in person, the website should emphasize the difference between packages. During the pandemic many clients expect cleaners to be vaccinated. COVID -19 measures are constantly changing in the State of Hawaii so the company is explaining the pandemic measures in the quoting email.
QUESTIONS
Difference between inclusions
Do the cleaners bring their own chemicals & equipment
COVID - 19 measures
How long does it take to clean
How to prepare
Methods of payment
POINT OF VIEW
Based on the target market and analysis of existing customers, I have developed the peronas and a user journey.
USER PERSONAS
USER JOURNEY
IDEATE
Considering the time limitations and implementation of rapid prototyping, we started with the simple site map that was later updated with the user testings.
RAPID PROTOTYPING
Below is the final version of some of the screens, with the solution listed in the introduction part.
Video presentation of website changes for www.namicleaning.com
HOME/LANDING PAGE
Adding CTA button before scrolling
Visual representation of cleaning
Reversible cards with main competitive advantages
Main services shortcuts
Clients’ testimonials
COMPARE SERVICES
This page helps users select the service that is the best for them. It contains a short description, as well as a detailed list that can serve as a checklist during the cleaning.
CONTACT PAGE
Directs to a different form for a move-out cleaning, to provide more specific details and to gather more data needed to quote this service (this increases one step for the user while requesting the quote, but reduces at least one email back and forward to ask questions or gathering data)
Includes a three-step contact form with additional fields but added component breakdown to ease up the filling process
MOVE-OUT CLEANING
This service has been the biggest amount of the misunderstandings and miss-quotings. To prevent that, there is additional information about service, expectations, a full list of inclusions, and a separate quoting form.
RESULT
New website and its effects on operational improvements & survey analysis.
NEW WEBSITE & OPERATIONAL IMPROVEMENTS
45% fewer emails were received due to answers being available online.
Using the website as a source of explanation and linking to emails to direct users there.
Cleaners use the website as a reference for inclusions and terms of services.
Overall, management has noticed a more a smaller gap between clients’ expectations and delivered service
Nami has received excellent feedback for the new website from existing and new clients, complementing the simplicity and easiness of usage in finding all the necessary information
SURVEY
After the launching of the new website, the company has agreed to survey existing customers, under the condition to include questions about business in general with a few questions about the website. Around 50% of the repeating customers responded.
It’s important to mention that some of the tested customers value the personal touch of the company (or are in the age group that does not use the internet as much) and have never visited the website. The results showed that existing customers:
Over 70% thought that at the initial booking, the biggest challenge was the time they needed to get a response - this was being addressed as with the new website, the management gets fewer emails and can respond more rapidly.
50% of the clients visited the website and remember it, 35% visited once but don’t remember the details
Over 66% of the customers found all that they needed on the website, the rest didn’t visit the website, or they didn’t remember it and marked the question as N/A
All clients who visited the website were satisfied with the content and didn’t think it needed more information.
33% thought having the app for their appointments would improve their experience.