SPACER PEER TO PEER STORAGE
The team comprising of Michael Samy and myself, were briefed by Spacer to work on aspects of their site. The work took place over a two week period.
Research, co writing and conducting of interviews, ideation, user testing, UI design, icon and illustration creation.
The focus of the brief was to look at the existing Search Listing Page. Spacer has Commercial Storage Listings and Peer to Peer Listings, and they need to be separated in a clean and definitive way.
Key Performance Indicators were, increase in overall conversions of total web visitors, with a focus on separating National Storage listings.
Our first steps was to test the existing website. We recorded 4 participants, giving them tasks such as, “how would you go about booking a space in Glebe to store your files”, to help us define the issues the users may have with the website.
It was soon confirmed that the Search Listing Page was the main problem that needed to be addressed. The users would get stuck in the 3 different scroll options, commercial listings, peer to peer listings and the map.
We also found that users who did not fully trust the company at first glance of the website, the small faults they noticed, such as poor image quality, or the scrolling issue would quickly loose their trust. This was another aspect we wanted to address.
We then interviewed existing customers, and spoke to, one host, one customer interested in Commercial Storage and one interested in Peer to Peer Storage.
A key take away was that a host would put up with flaws in the website as there is no real competition for this side of storage. It was more likely a user looking for storage would mover onto a commercial competitor if they were finding the site difficult to navigate.
This was further validation that the overall functionally and look feel of the site needed to be improved.
We got to work looking for a solution to the Search Listing Page, with lo-fi sketches, coming up with a number of different options and options, such as, side scrolls and highlighted listings.
From here we created digital wire frames, giving a clearer view of how the page would look and function.
Throughout this process we were constantly user testing, seeing which of the designs was favoured. Also testing to see if the information was easily understood.
Constant iterations were made, such as the wording for the Commercial Storage and Peer to Peer storage, trying to find the clearest terminology. This ended up being Commercial Storage and Private Storage with a short explanation next to each.
From our conversations with the client, we decided to create a design staying close to the existing site, addressing the brief and any problems we encountered from user testing. We then also create a version to push things in a different direction. Tackling both these avenues we made sure we fulfilled Spacer’s initial needs but giving them the option of something a little out of sco6AF13At they might not have expected.
Homepage - A is the existing Spacer site. B is our first design. C is our second design.
Design B - Our first design is quite close to the original, we cut down on the colour pallet, using predominately the shades of the Spacer blue and greys. We made other tweaks such as a cleaner design, taking out elements that our user testing proved to be distracting or unhelpful, such as repeated buttons. Also updating the photography to images that tested more positively than the previous stock images.
Design C - Our second design is quite different aesthetically. We looked into new branding as from our initial meeting we felt that there could be room to move with a new logo. We felt that a simplified more elegant logo would help new users have more trust for the brand. Elements of the logo were taken and used throughout the site. New illustrations and icons were also created to make sure there was cohesion throughout the graphics.
Search Listing Page
Design A - Existing websites problems were:
1 - The Commercial storage is not clearly labeled.
2 - the second design were we pushed the look of the site and branding in a different direction.
3 - ‘Show Filters’ is not clearly visible
4 - The map takes up over 50% of the page, research showed that the exact location of the storage unit wasn’t of huge importance to the user.
The biggest problem is that users would get stuck in the top carousel scroll, the peer to peer scroll and the zooming of the map.
Design B - Search Listing Page
Some changes we made were:
1 - There is more separation from Commercial Storage and Peer to Peer storage with headlines clearly defining them.
2 - The current site opens a listing in a new browser tab, we created a bookmark tab to take this option out as users didn’t like having new tabs open without asking.
3 - The map is smaller with the option to expand as it wasn’t a crucial factor for users to know the exact location of the storage unit as they wouldn’t need constant access to it
4 - Filters are in a easier to access location with the options reduced
Design C - Search Listing Page
This version of the Search Listing page is simplified even more, with elements of the existing site taken out, leaving room for the tiles to be enlarged, the design elements from the logo are again repeated in this section.
The map is removed completely from this design and but would be visible on the products listing page.
Below shows the state of different buttons on hover and on click.
We did detailed AB testing on the 3 versions of the website with 8 different users. This was a great help in talking to the client and helping to guide them in a direction and helping them move on from the existing site as in every test the existing page came in last.
An extra element of the brief was to look at a social aspect on the Spacer site, having existing customers talking about their neighbourhood, giving tips about restaurants and places to visit. We looked at expanding this by leveraging social media, which is currently mostly an unused platform by Spacer.
The initial suggestion was that the person posting would be coined, the King or Queen of the suburb, but after user testing some different titles, we suggested that they would be titled the Rover of the suburb, playing with space and exploration.
Spacer plan to implement many of the changes that we created, even some beyond the briefs scope, which we feel is a very positive result. We are yet to know how the KPI’s we were aiming for ( lower bounce rate, higher sign up rates and higher booking conversions) will play out but from user testing it is looking positive.
This project was a great learning experience. We dealt with different stakeholders in Spacer, learning to manage expectations and using good time management to deliver more than was briefed and expanding the projects scope.