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B2B Website Design
This responsive website makes it easy to book training courses and find info about the business.
Responsive Website
70 Hours
LP Arbor Care, a small tree care business, needed an updated website to streamline scheduling and showcase their training services.
A responsive website with online scheduling and comprehensive info about the business.
Easy booking process
View availability and book in one place without back-and-forth via email or phone
Easy access to product information
Easy to find product info empowers the user to make an informed decision about the service
Comprehensive product information
Qualifications, experience, and course content give the user greater purchasing confidence
I conducted a contextual inquiry and a heuristic evaluation to confirm my assumptions and identify a problem to solve.
Through a contextual inquiry with an existing customer, I discovered that his primary goals when visiting a business's website are assessing the business's reputability and having the ability to schedule online.
“A calendar feature simplifies the process and makes me want to book the training now”
“I recently switched to a new logo company because they are better at scheduling”
Based on my research synthesis, I developed a preliminary persona named Alex. Alex represents the primary target user that LP Arbor Care aims to engage and support in achieving his goals.
I conducted a heuristic evaluation on 4 websites, applying 4 of the 10 NNG usability heuristics: visibility of system status, consistency and standards, recognition rather than recall, and aesthetic and minimalist design.
I brainstormed solutions for the main pain points uncovered during discovery.
Pain Point
Scheduling by email or phone is time consuming
Inadequate or inaccessible info about the business can deter potential clients
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Solution
Easy online scheduling
Easy online access to business info
Before focusing on branding and visual design, I wireframed key screens to understand how the user would move through the website. This helped reveal any missing content and provided the framework for the final prototype.
I tested the prototype with 6 people using this flow:
Learning Moment
Usability testing revealed a disconnect between my intended meaning for a link and what users expected.
6/6 participants completed the task
5/6 participants expected the “Schedule” link to take them to an actual schedule instead of to the booking page
2/6 participants expected course info to include pricing details
5/6 participants expected the “Schedule” link to take them to an actual schedule instead of to the booking page
Original
“Use ‘book’ instead of ‘schedule’ in nav bar. I assume 'schedule' would take me to a calendar”
Revision
