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Situation: A tiny house company wants to redesign their website to meet industry standards.
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Tasks:
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Audit the website against usability heuristics.
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Redesign the navigation menu to reduce user flow friction.
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Write the copy for the status message and trigger email after customers request a quote.
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Suggest solutions to improve the SEO.
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Action:
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- Identified business objectives and customer persona before conducting the NNG's usability heuristics.
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Used the heuristic data and further usability testing, card sorting, and tree testing to design a new navigation menu.
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Used cloze reading, A/B testing, and more usability testing to design the copy for the status message and trigger email.
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Used all the UX and heuristics to track the website's rank and suggest specific keywords with higher visibility.
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Results:
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The new navigation menu offers a healthy hierarchy of information that is accessible to customers.
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The copy adheres to the brand voice and incorporates a direct, small-business relationship that the CEO and customers value.
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The new IA and SEO suggestion led to a 20% increase in applications in less than 2 months.
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Before
![Before menu.jpg](https://static.wixstatic.com/media/3729e8_b3835bbdfd7d455f9e01c5ee722d53dc~mv2.jpg/v1/fill/w_472,h_430,al_c,q_80,usm_0.66_1.00_0.01,enc_auto/Before%20menu.jpg)
After
![Menu after.png](https://static.wixstatic.com/media/3729e8_91d99e328b7d453c993335c9f55c72f3~mv2.png/v1/fill/w_472,h_430,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/Menu%20after.png)
Before
![Before menu - Copy.jpg](https://static.wixstatic.com/media/3729e8_7bae34b2b9aa4651bdd664627c9f69dc~mv2.jpg/v1/fill/w_975,h_101,al_c,q_80,usm_0.66_1.00_0.01,enc_auto/Before%20menu%20-%20Copy.jpg)
![Menu after - Copy.png](https://static.wixstatic.com/media/3729e8_a009c83bb4f1480b8bced8b0efbb1e74~mv2.png/v1/crop/x_24,y_26,w_857,h_203/fill/w_975,h_231,al_c,lg_1,q_85,enc_auto/Menu%20after%20-%20Copy.png)
After
Before
![Before - confirmation microcopy.png](https://static.wixstatic.com/media/3729e8_46fbb684a5964a32841eb67f593de400~mv2.png/v1/fill/w_447,h_726,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/Before%20-%20confirmation%20microcopy.png)
After
![Microcopy - copy #1.png](https://static.wixstatic.com/media/3729e8_7d010e9e0b044da2b222237864449a10~mv2.png/v1/crop/x_189,y_448,w_3261,h_5193/fill/w_447,h_712,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/Microcopy%20-%20copy%20%231.png)
Before
![Before - Brochure & pricing long copy.png](https://static.wixstatic.com/media/3729e8_531e63c67ba9486baacc57f38722854c~mv2.png/v1/fill/w_662,h_1125,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/Before%20-%20Brochure%20%26%20pricing%20long%20copy.png)
After
![Long copy - copy#1 very informal.png](https://static.wixstatic.com/media/3729e8_4149cb350115417fb9f5f15d04b2bdff~mv2.png/v1/crop/x_0,y_220,w_3648,h_5588/fill/w_662,h_1014,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/Long%20copy%20-%20copy%231%20very%20informal.png)