Redesign JJ-Interiors.com
JJ-Interiors is an award winning interior design company in Colorado. I’ve managed their website for over 4 years and recently had the opportunity to completely redesign it and give it a fresh new look and modify the flow and user experience.
Featured Project
JJ-Interiors
JJ-Interiors is an interior design firm that offers services to various clients across the state of Colorado and the front range. They focus on luxury mountain and city living predominantly in the rocky mountain region.
Where we started
JJ-Interiors website was originally designed by another party before I took over as the new website manager and designer. Early on we would just tweak the website to keep the content updated and fresh. No heavy redesigns were done for quite a few years. The website had low numbers on pages viewed and didn’t keep clients on the site very long. This didn’t allow clients to get a good feel for the work that JJ-Interiors would do for them.
How the old site performed:
Pages Viewed Per Session
Avg Time on Website
Why Redesign It?
JJ-Interiors original website had a dated look and style. Our client Jenn wanted to give the site a nice revamp and bring it into a new era. She wanted the site to look more modern and showcase her work and experience.
Client Goals:
Keep visitors on her site as long as possible:
Jenn wanted to make sure that her visitors would stay on her website as long as possible. Data showed that her older website design kept users on her website for an average of 52 seconds. In this redesign our modest goal was to shoot for an average of 1:30 to 2:00 minutes of time on the site. Click here to see the results.
Showcase experience and past projects:
Jenn has amassed several awards for her interior design work, she’s been published in various magazines and works on projects with clients who pay for high end luxury design. She wanted to highlight the quality of her work to returning and future prospects. So we used this as opportunity to build give social proof around her services and her brand.
Tell a story about who she is and what she does:
She wanted her about page to have content in a format that didn’t seem so much like a resume. She has the experience required to do the job but it was key that her content humanized her and allowed customers to relate to her.
How Was It Designed?
Customer Research
Due to JJ-Interiors unique and high-end customer base gaining access to them is very difficult to obtain so I focused on interviewing JJ-Interiors about who their customers are, how much time and money the customer usually spends with her and what they most often hire her for. I also interviewed various homeowners and buyers to understand what they are most likely to have renovated. These interviews were very helpful in understanding who JJ-Interiors target audience is and how they would shop for her specific type of services if they needed interior design work done.
This gave me the opportunity to gain more insight on how we could make her site more effective at converting customers by giving them relevant information in the most logical order for a person looking for her services. Bringing the most sought after services to the top.
Wire-Framing for JJ-Interiors
With our specific goals in mind we wanted to focus on how we could get customers to convert, stay on her website and get educated well enough to reach out to her for her services. We also wanted give customers more opportunities to reach out to her when navigating her website. I created some rough wireframes that would allow her and I to have a meaningful discussion about the proposed idea of how her site would be laid out. This started with rough sketches on a notepad to taking those sketches and white-boarding them.
Prototyping for JJ-Interiors
Once we had some rough wireframes I prototyped her site into a low fidelity click-through. This way I could run through it with her and run through it with a few people who have had some form of renovations done before. This was very helpful in refining the click-through so that it would be simple for any website visitor and increase likely-hood that they would convert.
Building the Website
After constructing a testable prototype we went straight into the construction of the website. Building out all of the specific pages we’ve outlines in the previous discussions, wireframes and prototypes. After getting the core look and feel in place and settling on the color scheme and font selections we were able to build a more modern site that focused on what was most important to the visitors of JJ-Interiors website. Photos and social proof are highly important to her type of client. This focus on showing the level of work she’s done, awards and magazines she’s been featured in highlighted the credibility of her brand and services as a designer.
Results of the redesign:
We set a modest goal of increasing the session duration of the website visitor from 0:52 seconds to about 1:30 minutes. Simply put… we outperformed against our goal of about a 50% more time on website to 197% more time on website. See the data below.
Pages Viewed Per Session
%
Average Page View Increase with Redesign
Minutes on Website
%
Average Session Duration Increase with Redesign
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