New mobile website project

The brief was to increase booking conversions and improve the user experience of a dated mobile website. 

The challenge was to action these improvements with minimal investment of time and cost — as the client was reluctant to re-develop an entirely new website if they could avoid it.

Who was involved?

• Myself as Project Lead / Copywriter / UX Manager
  
• A Web Development team
  
• A Graphic Designer
  
• A Quality Assurance tester
  

Process

• I created wire frames using Quirk Tools. These designs were then converted into mock-ups by the Graphic Designer.
  

• I adjusted  content to suit the new design, whilst also ensuring that SEO best practices were being adhered to.

• Developers produced a template based on the mock up and quality assurance testing began.

• A/B split tests conducted against the existing mobile website.
  
• Launch
  

User experience improvements

Since the client wanted to avoid a complete re-design of the mobile website I decided to offer them the solution of a single dynamic homepage that would segment mobile traffic accordingly.

Content is now spaced out over several smaller and easy to read paragraphs, paired with bright and clear imagery to highlight much simpler navigation — purpose built for scrolling/tapping users.

Old mobile website example:

New mobile website example:

Results

Increased mobile conversions and improved on-page user metrics measured via Google analytics. Users reported that navigation was vastly improved – particularly useful when located paintball centres or key information at the last minute whilst en route.