GE Solutions
UX Design: Case Study 2
UX Design: Case Study 2
Introduction
GE Solutions (GES) is a Scottish-based company specialising in geotechnical services, cone penetration testing, and ground engineering. They provide practical consulting services to the construction, utilities, and civil engineering sectors.
GES aimed to enhance its online presence by redesigning their existing website with a more modern interface, introducing eCommerce capabilities, and improving their google page ranking.
Problem Statement
GES aimed to enhance its online presence by redesigning its existing website with a more modern interface and implementing eCommerce capability. The website required a mobile version that would allow users to navigate the site with greater ease. Additionally, the task also involved updating and creating new pages with content that would provide greater insight into their core services.
Legacy desktop pages
Legacy desktop pages
Screenshots of the legacy mobile “Homepage” and “Engineering Technology” with the primary menu
Goals
- Create a more modern, lightweight design that operates effectively on both desktop and mobile devices.
- Enhance visibility and understanding of GES’s core services, particularly Cone Penetration Testing.
- Implement eCommerce capabilities for academic papers, eBooks, and training videos.
- Improve SEO and Google page ranking continuously.
Research Methodology
Beginning with a competitive benchmark test serves as a valuable tool for understanding the strengths and weaknesses of the website relative to your competitors. By analysing competitors' websites and gathering user feedback, actionable insights were gained. Such as an adoption of a more intuitive and structured navigation system, visually appealing design elements, and enhanced content presentation.
To evaluate the success of the redesign, GE Solutions required a range of quantitative research approaches. Firstly, we analysed their traffic analytics to identify patterns in user behaviour. The analytics revealed more almost 50% of users accessed the site from mobile devices, underlining the importance of creating a version of the site that met expectations of the users. Additionally, the analytics showed that users were spending an average of 40 seconds on the site with “Engineering Technology” page showcasing the strongest engagement levels.
Screenshot of Google analytics displaying average engagement time over a 3 month period
Other Google Analytics findings revealed some concerning issues, including poor organic search performance and the fact that over 80% of website traffic was generated from direct links. To address these challenges, a comprehensive strategy was developed. SERP analysis was conducted to identify keywords in organic search results. These findings were used to optimise on-page keyword placement, meta tags, and title tags.
Next, we utilised scrollmaps to identify which parts of the website users were viewing and where they were losing interest. The scrollmaps showed that users were not scrolling beyond the initial few sections of the homepage, indicating that the content was not engaging enough to keep their attention. Based on this data, we reorganised the content to make it more visually appealing and easier to navigate.
Finally, we conducted online surveys from a GE Solutions database (clients and work colleagues) to gather qualitative feedback from users regarding their experience with the existing website. Questions focused on usability, content relevance, and suggestions for improving engagement.
Design
Sketches, wireframing and prototyping were utilised to visualise the layout and structure of the homepage. This step allowed for early identification of potential user experience issues and their subsequent resolution before development began.
Screenshots of homepage – desktop and mobile sketches
Information Architecture determined what content should be displayed prominently and how it should be grouped. The main categories of content, such as services, products, and company information, were identified. Subsequently, subcategories and related content were structured hierarchically for intuitive navigation.
Screenshots of the proposed desktop “Homepage” early prototype of parallax effect
Screenshots of the proposed desktop “Homepage” early prototype of parallax effect
Screenshots of the proposed mobile “Homepage”.
Through an iterative process, the design and functionalities underwent continuous refinement. Feedback from stakeholders helped identify areas for improvement, leading to a more polished end result.
The Visual Design phase focused on creating a visually engaging yet professional look that conveyed GES’s expertise. The incorporation of high-quality images and a cohesive colour palette enhanced the overall aesthetic.
To achieve the goal of enhancing visibility and understanding of GES’s core services, the Cone Penetration Testing service was prominently featured on the homepage. Clear and concise descriptions, along with illustrative graphics, conveyed the value of this service effectively.
The implementation of eCommerce capabilities for academic papers, eBooks, and training videos was executed by integrating a secure and user-friendly online store. This allowed visitors to conveniently purchase desired content.
Screenshots of the proposed “Resources” store that allows visitors to download various research, training materials and videos. Users must register to download anything even if documents are provided for free.
Improving SEO and Google page ranking was an ongoing effort. This involved optimising on-page elements, utilising relevant keywords, optimising images and page speed. Regular analysis and adjustments ensured a continuous upward trajectory in search engine visibility.
Testing and Evaluation
Prototyping and User Testing
Usability Testing was carried out to assess the effectiveness and user-friendliness of the revamped website. Participants were instructed to complete particular tasks using a high-fidelity prototype on both desktop and mobile iterations. While participants engaged with the site on mobile devices, we aimed to evaluate the mobile responsiveness and overall mobile usability. Alongside this, tasks encompassed user registration, navigation and information retrieval, content discovery, and the usability of the contact form.
SEO Optimisation
SEO optimisation will be an ongoing process throughout the development and beyond. Keyword research was conducted using Search Engine Results Page analysis, with on-page optimisation taken place later. Technical SEO improvements were implemented to improve search engine visibility and page rankings.
Coding & Development
Once the design phase was complete, the finalised design assets, specifications, and documentation were then provided to the development team. This includes design files, style guides, and any annotations that help developers understand the intended interactions and visuals.
The performance of the website, including page load times, were measured to ensure a lightweight and efficient user experience. Tools like Google PageSpeed Insights were used to identify and address performance bottlenecks.
Once all testing and refinements are complete, the product is deployed to the production environment and made available to users.
Conclusion
The redesign of the GE Solutions (GES) website had several key goals in mind: to create a contemporary and lightweight design, enhance the understanding of core services, introduce eCommerce functionality, and boost SEO performance. Through meticulous research, data-driven decision-making, iterative design, and thorough testing, our efforts resulted in improved user engagement, a revitalised brand image, and successful eCommerce integration.
The insights derived from research and testing informed our design choices and improvements. Implementing a modern and responsive design, comprehensive pillar pages, an efficient eCommerce system, and ongoing SEO enhancements contributed to the project’s success. Continuous monitoring and optimization will further assist GES in maintaining a strong online presence and realising their business objectives.
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