Web Design Case Study
Background
This brief involves creating a responsive web design for a small, minority-owned local business in need of assistance. K&D Maintenance Co. LLC is a professional maintenance company that primarily focuses on the cleaning needs of commercial clients. Their services include professional power washing for exterior walkways, driveways, sidewalks, entryway doors, dumpster enclosures, dumpster pads, and other high-traffic areas. These services not only enhance the appearance for customers but also help businesses avoid sanitation fines. Residential services are available upon request. Current corporate clients include Taco Bell, Burger King, Arby’s, Red Lobster, and World Harvest Church & College, among others. Since 2002, the company has thrived on word-of-mouth referrals but lacks a strong brand identity and a web presence.
Problem
K&D lacks an online presence, putting the business at a disadvantage in a competitive market where many competitors actively promote their services online.
Goal
Business Goals: K&D aims to attract more clients, particularly in the commercial sector. Establishing a website presence is crucial, providing users with visual representations and reviews from both current and former clients.
User goals: Users seek a dependable and affordable power wash company that delivers quality work. They desire access to reviews, visuals, and a convenient means to reach out and contact the company.
Common goals: The shared objectives involve the creation of a new website, aiming to enhance the connection between users and K&D, fostering a mutually beneficial relationship.
Scope & Deliverables
Research what competitor power washing companies are doing well and what needs improvement to help influence design direction
Create screens for desktop
65 hours to complete
Role- UX|UI Designer | Researcher
Discover
Research Goal
The research goal is to assess how users respond to the overall online presence, identify the information they need, and determine what should be prioritized.
Demographic
Businesses, property managers and home owners looking for power washing services.
Assumptions
Users are looking for a site with intuitive functionality, authentic imagery (rather than stock photos), and clear explanations of the company's services and purpose. Reviews and simplicity are also highly valued.
Site priorities/features
Homepage: Overview of who K&D is and what we do/clean, photos of examples of work, form to get a quote
Services: What services we offer
About us: In depth information about who we are/history
Gallery: Before and after photos of work done
Pricing: Overview and form to enter info for a quote
Reviews: Reviews from current and former clients
User Research
Participants
I interviewed five people who currently have used a maintenance company or found a new companies online and what attracted to them to their companies of their choice. I encountered difficulties in securing users matching the demographic for timely testing. Nevertheless, this project compelled me to streamline ideas and prioritize the core objectives. Exploring a new company and leveraging it as a resource enriched the experience, lending it a real-world dimension aligned with user goals.
“Visual content can significantly enhance user experience and trust. Visuals help convey information quickly and clearly. Users can understand the services offered more easily through images, videos, or graphics. They can capture the attention of visitors and encourage them to explore further.”
“Customer reviews help me decide if I’m going to attempt to give the business to that particular company. That may be the one thing that determines if I go with one company over another. I even consider companies that have mixed reviews.”
Depending on the type of service. For home improvement it would be very important. I want to see the type of work that they are doing. If they don’t have any visuals, I would likely look elsewhere even if they had good reviews.
“I like to support local businesses and feel like I can get better quality work from them versus big corporation.”
Based on user testing
Word of Mouth is the #1 way users find businesses
Websites are the second
Most users are price oriented
Users prefer reviews and visuals
Users more inclined to support local businesses
Blue and white most popular colors associated with clean
Define
Using data from user interviews personas were developed.
Competitors
StillWater Pressure Washing
StillWater Pressure Washing is a locally owned and operated small business who takes great pride in offering the highest quality of service in house washing, roof and cleaning, concrete cleaning, & commercial cleaning. Technicians are not only certified to wash all types of surfaces but they also go through OSHA & Environmental safety training to ensure a safe working environment. proudly serving the Columbus, Ohio area since 2011.
Successes
Vast service area
Offers free service to local businesses and charities for charity
Local business
Money back guarantee
Over skilled techs with over 100 hours of training which includes holiday light installation services.
Opportunities
Larger company more opportunity for mistakes
Perfect Power Wash
Over 20 years of service, and over 300,000+ satisfied customers with a 100% money back guarantee. Servicing Delaware, Kentucky, Maryland, Michigan, New Jersey, Ohio, Pennsylvania, Virginia and DC.
Successes
Large team of trained techs
Helpful FAQ page
Referral gifts for customers 25.00 Amazon gift cards
10% discount for repeat customers within 13 months
Opportunities
Larger company more opportunity for mistakes
Bad reviews online
Opportunities
No online presence
Dependent on word of mouth advertisement
Limitations due to being a small company
Minimal photo’s of work done and staff
Successes
Competitive pricing
Impressive client list
Minority veteran owned business
Small company
How does K&D compare?
Develop
Initial Ideas and Low Fidelity Wireframes
After conducting competitive and user research, low fidelity wire framing was completed.
Color
Based on user research, various shades of blue and white are associated with power washing because they symbolize cleanliness and water.
Creation
High Fidelity Wireframes - Key Screens
User Testing
Participants
I conducted interviews with the same five individuals who participated in the research phase of this project. All of them have either previously used a maintenance company or are currently in the market for new service providers online.
After doing preliminary testing I found that scale was an issue. Below are screens after revisions.
Final Screens
Final Testing
User testing indicated that the site was perceived as easy to navigate, with users particularly drawn to the before-and-after imagery. The association with familiar brands resonated well with the audience, and the tone of the site was regarded as welcoming while maintaining a professional demeanor. However, one user suggested that incorporating additional photos of people associated with the company could enhance the site's human touch.
Next steps
Given the limited imagery currently available from the company, incorporating more professional photos and additional customer reviews would be an effective next step. Additionally, the company does not currently have social media handles; once these are established, including that information on the site would be ideal.
