GlobalLes
GlobalLes a construction company that produces houses, saunas and other natural wood products, which operates in the Belarusian market and expanded into the European market.
- 001/
Develop a website for two types of markets.
- 002/
Attracting new clients
- 003/
Showcasing completed projects
- 004/
Provide the client with an opportunity to learn more about the option to purchase a wooden house, individual custom works, and the production and sale of lumber.
Scope of work
Conducted desk research with competitor analysis, documented in a brief.
User research. Compiled CJM based on personas. Prioritizing ideas.
Made information architecture and user flows. As a result, we got prototypes.
Conducted usability testing, A/B testing. After which finalized the prototypes.
Designed the components of the system design and moved on to the visual design.
- 001/
What design solutions can be adopted to enhance the user experience in the interaction between the user and a digital product, taking into account the differences between the Belarusian and European markets?
- 002/
What design strategies choose to highlight the quality of construction and products on the website, ensuring attractiveness for the European market while maintaining recognizability for Belarusian users?
My hypothesis that small companies have a need for a lightweight, simple, intuitive tool, It can be solved in website, with high responded mobile version. Support English and Russian languages. The main competing solutions are clear for understanding navigation and customer support. The hypothesis will be validated with the usage data showing continuous user engagement.
Competitor analysis
Thanks to this artifact, we saw effective solutions of competitors that can be applied to the project, as well as solutions that should be avoided.
- 1.Modern style
- 2.Fast loading site
- 3.Clear navigation
- 1.Typography
- 2.Uninformative footer
- 1.Light website theme
- 2.Typography
- 3.Availability of a feedback form
- 1.Complicated navigation
- 2.Accent color
- 3.“Confusion” of information
- 1.Light website theme
- 2.Typography
- 3.Availability of a feedback form
- 1.Complicated navigation
- 2.Accent color
- 3.“Confusion” of information
Target audience
People with middle+ incomes. In most cases, 30+ years old, with a family, loving environmentally friendly materials, rather leading an active lifestyle. Builders with small construction services.
Interviews
We have conducted 5 interviews to get an overall voice of customers. We talked with hard user type (1 person), medium users type (2 persons), and light user type (2 persons) and asked them about their general experience, needs, fears, and ideal scenarios for communicating with construction companies.
Artefacts:
Too many steps to find services.
Difficult ways of searching for company contacts.
I don’t want to waste time filling out huge contact forms.
I always analyze base options and price before contacting with company.
I start my search online from a smartphone device.
Main pain points:
I’m afraid of unreliable contractors blowing deadlines.
I am wary of making mistakes when designing and implementing projects.
Delivery time and cost of lumber product.
I worry about certifications and the quality of building materials.
I want to realize my ideas, but I don't know where to start.
User survey
Analysis of the results of the study showed which services of the company are of interest to users, what is important for them, what fears they experience.
Customers care about the experience of the builder
Customers care about the quality and durability of the builder's work
Customers want an individual approach to their projects
Customers choose a developer based on previous work
User personas
Personas based on the results of the research. It helped to understand real users pains, motivations, task & goals.
Michael
37 yers old, IT Specialist, Minsk, Belarus
Dreams of a small wooden house, on a plot that he bought outside the city
Motives
- Spending time with family in nature;
- Take a break from the big city.
Goals
- Build a house with eco materials;
- Arrange the yard;
- Prepare the house for living.
Pains and fears
- Find a reliable developer;
- No time to follow the construction process;
- No knowledge about the construction process.
Hanna
45 yers old, Landscape Designer, Gdansk, Poland
Wondering of renovate grandparent’s wooden house and build greenhouse like individual project.
Motives
- Realize landscape design ideas;
- Spending time with family and gardening.
Goals
- Renovate family house;
- Arrange the yard;
- Growing and selling plants.
Pains and fears
- Find a reliable developer;
- Difficulties in finding a developer for implementing an individual project;
- Detachment on development process.
Alex
30 yers old, Builder, Kaunas, Lithuania
Alex is a skilled and passionate builder with a decade of experience in the construction industry. Opened small builder company 1 year ago. He has a deep appreciation for natural materials, especially high-quality lumber, which he believes is essential for constructing durable and aesthetically pleasing structures.
Motives
- Find permanent supplier;
- Incorporating high-quality lumber into his constructions.
Goals
- Scaled his business;
- Attracted new eco-friendly clients;
- Increase the cost of services.
Pains and fears
- Searching for high-quality lumber at a reasonable cost;
- High-quality lumber with all accompanying documents;
- Delivery options.
Wireframing
After analyzing the research I started building wireframes to visualize, revise and explore ideas for MVP
- Main Page
- Card Product
Prototyping & test
At this step, we have a clickable prototype and two usability tests among group users. Tests showed what users made extra steps for search variants of services. I proposed ideas to make the second block “services” instead of “About us” and duplicate services in navigating in tiles form with a pictogram. As a result of the changes made during A/B tests, I found that the rejection rate decreased by 10%, while the number of transitions to the services page increased.
- Main Page
- Card Product
Solution: clean, minimalist, intuitive design.
- Main Page
- Catalog Page
Typography & Colors
- Card Product
- Service pages
What I learned
During of this project, I and our team realized the importance of prototype testing for exploring new design concepts. After launching the MVP, research indicated that user reviews associated with the company are positive.