4. Support customer acquisition
THE GOALS
The redesign centered on balancing modernization with the company’s existing identity. The key goals were:
THE BACKGROUND
ExtremeClean is a family-owned cleaning business that has proudly served the Walnut Creek, California community since 1999. Built on a foundation of trust and reliability, the company has earned its strong reputation through word-of-mouth referrals and long-standing client relationships.
However, despite its success, the business owner identified key concerns about the website’s ability to meet the needs of both existing customers and potential clients. They highlighted issues such as pricing inaccuracies, the site’s limited ability to communicate the company’s values and services effectively, and an overall sense that the design felt outdated when compared to competitors.
With these challenges in mind, this project aimed to deliver a modernized online presence that would stay true to ExtremeClean’s identity. The design approach prioritized incremental, strategic updates to resolve usability pain points and create a website that strengthens customer engagement and positions the business for continued growth.
THE CHALLENGES
The primary challenges identified revolved around outdated design, unclear communication of services and pricing, and barriers to trust and usability for both existing and potential clients. To better understand these issues, I conducted a detailed analysis by observing interactions with three key user groups: the business owner, loyal users, and first-time visitors.
Business Owner: The business owner expressed frustration with the website’s inability to effectively represent the company’s values and services. Key pain points included outdated aesthetics, unclear pricing information, and navigation issues that impeded the conversion of potential clients. Their feedback highlighted the need for a design that not only modernizes the website but also instills confidence in new visitors.
Loyal Users: Regular users noted challenges with navigating the site, citing issues such as redundant content and information overload, which complicated their interactions. While they appreciated the straightforward structure, they emphasized the need for improved clarity in content and organization to better serve their needs.
First-Time Visitors: New visitors encountered a range of usability problems, including performance issues such as scrolling lag and a dated visual design that negatively influenced their trust in the business. Their hesitation to engage with the website reinforced the importance of aligning the design with modern standards to build credibility.
Through observing these different user interactions, I identified critical usability issues, such as technical performance, information architecture, and visual design.
STRATEGIC
DIRECTION
To identify opportunities for improvement, I conducted a heuristic evaluation of the website, focusing on design elements, navigation, and content. This evaluation uncovered several issues that impacted usability and the overall user experience, including repeated information, redundant links, underutilization of awards and ratings for credibility, the absence of a design system, and instances of inaccurate information. Additionally, I noted dead links that would need to be addressed during implementation following the UX project.
COMPETITIVE
ANALYSIS
During initial discussions, the business owner highlighted the need for ExtremeClean’s website to compete with other local cleaning services in the Walnut Creek area. They noted that several competitors had modern, user-friendly websites that effectively showcased their services and pricing, making them appealing to potential clients. This insight informed my decision to conduct a competitive analysis, focusing on how these businesses position themselves online and address user needs.
DESIGN
APPROACH
POST-DESIGN
TESTING
To validate the redesign, I conducted small-scale usability testing with 5 participants, focusing on ease of navigation, task accuracy, and user confidence. Participants were asked to complete key tasks, including:
Finding a specific service and locating how to contact the company for more information
Finding information about the staff to understand their credentials and expertise
Exploring service offerings to assess how well users could navigate between different options
Results:
Increased User Satisfaction: Post-test surveys showed that users felt more confident and satisfied with the site’s structure, with fewer frustrations compared to the old design.
Task Completion Accuracy: Participants successfully completed key tasks with fewer misclicks and errors, suggesting clearer organization.
Reduced Hesitation: Users spent less time searching for information, indicating improved discoverability.
Stronger Information Hierarchy: Participants noted that the redesign made key details more scannable and accessible while maintaining the familiar structure of the original site.
These findings confirmed that the redesign enhanced usability without disrupting familiar navigation patterns, making it easier for users to find critical information quickly and with confidence.
FINAL
PROTOTYPE
After usability testing, I incorporated stakeholder feedback to refine the final prototype. One key request was to restructure the contact form with a vertical layout rather than a horizontal one, improving eye-scanning efficiency and making it easier for users to process information quickly. Additionally, stakeholders requested updates to images and icons to better align with the brand’s aesthetic. These refinements balanced usability improvements with brand consistency, ensuring a seamless transition to the new design.
FROM CHALLENGES
TO SOLUTIONS
In the high-fidelity phase, I refined visual and interactive elements to enhance clarity, consistency, and usability while preserving the site’s structure from the low-fidelity stage. Below are key changes that improved navigation and streamlined the overall user experience.
KEY
TAKEAWAYS
One of the biggest lessons from this project was understanding the balance between innovation and familiarity. When redesigning an existing site with a loyal user base, it’s crucial to maintain consistency in key navigation patterns. While users appreciated the improved visual hierarchy and usability, they also relied on familiar structures to navigate efficiently. Keeping these elements intact ensured a smoother transition without disrupting their experience. Additionally, working closely with stakeholders ensured that business priorities—such as branding consistency and content emphasis—were seamlessly integrated into the final design.
NEXT
STEPS
Moving forward, I will be gaining access to the website builder to implement the finalized designs and I will be creating a high-fidelity prototype using the same design system for the company’s sister site. Once the designs are implemented, I’ll be available to monitor user interactions and gather additional feedback to refine and optimize the experience further.