How did we steer a information-bloated website to one that focuses on consulting

I will talk about this image at the end of the article

Date: 3 weeks in August, 2017

Client: Pow Hearing Solutions. A local hearing solution company with one owner and some freelance employees.

This case study will walk you through the redesign journey for a local hearing solution company in a short and sweet manner. While I will highlight most UI design process, I will also mention some important research data and UX decisions that played huge role in determining what we should do and why we were doing it.

No doubt, POW Hearing is the most interesting project I have worked on so far: we got a market that we had no prior knowledge; a client who is charmingly business-savvy and acts swiftly to assist our process; an information loaded website that desperately needs some information restructure. All the good elements craving for an ambitious redesign ordeal.

Pow hearing previous website-Home page
their previous dropdown menus

As you can see from the website screenshots above, the current POW Hearing website is ridden with information with no clear intention or hierarchy. That set out our first task to figure out what the client and her customers wanted and start from there.

Briefing & planning

Our client demonstrated Projected Text Transcription (one of her service) on our first meeting. It was a cool experience which brought our client’s services significantly closer to us. From the meeting I got these takeaways:

  1. website needs a modern look
  2. the unique selling point of our client’s business is her consulting service
  3. her clientele is representatives from organizations who want to purchase hearing solutions and individuals

I looked for corporate/consulting firm websites for inspirations:

In the same time, I was looking for inspirations for a new logo design. I started with a literal approach to POW Hearing solutions, but it was too conventional and common.

A few iterations

Until I got this one:

Research & design

As our research results came back, we realized a few things: 1. some users are seniors 2. mobile-first (strengthened our beliefs) 3. users value consulting service. 4. the most important purpose of the website is to drive people to talk to the company owner.

I also surveyed a few competitor site to put together a list of features they had, we used it to determine our MVP which includes:

  • contact form (most important)
  • service breakdown which help users to identify the company’s strengths
  • device/service categorization
  • introduction about the company and its owner
  • testimonials
  • device/service detailed info
  • case studies

Most important feature

Because connecting users to the company owner is so important to the business, we put CTA everywhere to remind users to take actions:

on hero image
On About Us section
On every page

Device categories

Since the information structure of the previous website is not clear at all, we did our best to simplify the categorization of the products and user path: we break down all products into three categories: organizations, live events and individuals. On top of it, we identified two types of users of the website: 1. users who don’t know what they are looking for. Usually they are from an organization and trying to find a hearing solution for a public setting; 2. users know what devices they are looking for and just want to get it as fast as possible.

We want both type of users to contact the owner for different reasons. Type one users definitely need her help and get the equipment right while type two users also need a confirmation from the owner that their choice is the best for their individual situations. Our previous research showed that even audiologists and clinic clerks need to double check with hearing solution dealers to ensure they order the right products and many times dealers need to direct them to more appropriate options.

Mobile organization page. Users see scenarios first and solutions after because the website should not be technical.

Statistics

Both the company owner and one of our interviewee pointed out that the public are not aware of how severe hearing loss is among our population. Considering POW Hearing was launched to convince more businesses to provide hearing access, we dedicated a section on home page to show the drastic number:

Inclusiveness

Inclusiveness is definitely what we were aiming for the new website. Hearing loss is not only confined with seniors. It could happen to anyone, at any age. This is a key message we wanted to convey. Therefore, we gave some thoughts to the hero image and landed on this at the end:

The cute little girl draws everyone’s attention. At first, it would feel a little odd to see this peaceful and joyful image on a hearing solution website. Isn’t it supposed to be clinical, cold, professional looking? That’s exactly what we are trying to avoid. The company owner is a lovely lady who tragically suffers from severe hearing loss herself. She took the initiative of the business because she wanted to usher more places to make hearing friendly. That is why we needed to make the website a little personal, warm. The little girl also divert people’s attention on senior citizens when talking about hearing loss. In order to shatter that stereotype, we chose this image. The little girl can be you, or me, or anybody.

Conclusion

Our client is very satisfied with our work. The structure is simple and on-point. Every element on that website subtly shoves users to contact the business owner. We are hoping to see it go live soon.

Curious about the whole design? Come here(mobile prototype) and here(website prototype) to view in details!

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