Gaining More Leads
Bluesource is a company that is dedicated to helping other companies and organizations become more environmentally friendly in their practices. A lot of their clients hear about them through mutual connections. However, Bluesource is interested in expanding their client base and becoming more known through their website. My role was to enhance the company’s website so that users stayed on for longer and would reach out before leaving.
Client
Bluesource (now goes by Anew Climate)
Timing
Feb - Mar 2022
role
UX/UI Designer, UX Researcher
tools
Figma, Slack, Google Analytics, Pencil and Paper
discover
What are users’ thoughts and behaviors?
Methodology
Conducted 1:1 interviews and contextual inquiries with 8 users. Users were recruited from a screener sent out via company’s LinkedIn. Research goals:
  • better understand how people learned about Bluesource and why they work with them now (if relevant to the user)
  • learn user general behaviors around researching a company and deciding to work/partner with that company
  • find out users’ attitudes towards Bluesource’s live website
“It is important for me to know about the company’s past projects and who they have worked with” - User
User Interview Insights
  • Liked the simplicity and imagery on landing page
  • overwhelmed with information presented to them
  • often only viewed one page on the drop down menu in the global navigation
  • liked using the map to view Bluesource’s projects
  • a lot of glitches when using the map to pull up information about projects
Contextual Inquiry Insights
  • A lot of users found Bluesource through a mutual connection
  • When learning more about a company it was important that users could view their past projects and see who they have previously worked with before
  • A lot of users liked reaching out to a person rather than a general form or email
  • Users generally didn’t have a lot of time and needed digestible amounts of information
Google Analytics
Bounce Rate
Users that went to "About Us"
Drop off rate from homepage
define
What needs to be focused on?
How Might We...
Simplify
How might we present important information in a digestible manner?
Direct
How might we steer users to the appropriate contact at Bluesource
Engage
How might we keep users interested in the content on the site.
“I want to be able to find a company that will help my business become carbon balanced” - User
User Flows
Created two user flows to visually define users’ navigation and highlight dead ends.
Develop and Evaluate
Working on the user interface
Sitemap Proposal
Reorganized pages so that website could utilize CTAs better and drop down menu from global nav bar could be removed
Lo-Fi Prototypes
Mid-Fi Prototype
Tested Mid-fi prototypes with users to evaluate designs and sent prototypes as deliverables to the client
All users were able to navigate the map and find a specific project
Most users were misguided by the naming conventions under Products
Like what you see?
Let's Talk
Design and Development by Josie Robinson
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