NordPett

Understanding the Challenge 🧐

The existing website presented significant obstacles that were holding the company back from reaching its full potential. Despite offering premium balcony glazing solutions, the site failed to connect with its audience, leading to the following challenges:

Low Conversions: The consultation form, a key driver for leads, was not prominent or user-friendly, resulting in missed opportunities to convert visitors into customers.

Outdated Design: The site lacked the elegance and professionalism needed to resonate with high-end homeowners and housing associations, causing users to question the brand’s credibility.

Poor Navigation: Users struggled to find the information they needed, with a cluttered layout and confusing structure causing frustration and high bounce rates.

Seasonal Drop-Offs: While summer brought in a surge of interest, the site failed to engage users during other times of the year, leaving the company with uneven lead generation.

Unfriendly Mobile Experience: With more users accessing the site on their phones, the lack of a optimised design led to a frustrating experience that discouraged potential customers.

Solution 🎯

To tackle these challenges, I set out to redesign the website with the end user in mind—crafting an experience that was both visually stunning and strategically optimized for generating leads. My goal was to not just create a website, but to build a digital presence that inspired trust, evoked luxury, and made it effortless for visitors to take action.

The redesign focused on five key objectives:

Streamlined Navigation: Simplifying the user journey with intuitive pathways to help visitors find the information they needed quickly and easily.

Professional Aesthetic: Designing a clean, modern interface that reflected the elegance and sophistication of the company’s offerings, resonating with both affluent homeowners and housing associations.

Lead Generation Focus: Strategically placing consultation CTAs throughout the site, ensuring they were prominent and persuasive to drive conversions.

Year-Round Appeal: Creating content and visuals that emphasised the benefits of balcony glazing in every season, ensuring steady engagement throughout the year.‍

Mobile Optimisation: Developing a fully responsive design to provide a seamless and delightful experience across all devices, particularly for mobile users.

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UX Research 🔎

To ensure the redesign addressed both user needs and business goals, I conducted comprehensive research to inform the design strategy:

Competitor Analysis

I reviewed websites of competitors in the luxury home improvement market. This helped identify design trends, strengths, and gaps in their approaches, such as:

- The effective use of high-quality imagery and clean typography to convey luxury.

- Clear, engaging value propositions on the homepage.

- Prominent placement of CTAs to guide users toward lead generation.

User Personas

I developed two primary personas based on insights from the client:

Homeowners: Affluent individuals, typically aged 35–60, looking to enhance their living spaces with stylish and functional upgrades.

Housing Association Board Members: Decision-makers responsible for managing property upgrades for multi-unit housing complexes.

Heuristic Review of the Existing Website

I conducted a usability audit of the original website, identifying key issues such as:

- Unclear navigation menus with redundant links.

- Overwhelming content blocks that buried key messages.

- Ineffective CTAs that lacked visibility.

Design Solution 💡‍

Information Architecture and Wireframing

To establish a logical flow, I created wireframes for both desktop and mobile views, detailing the structure of each key page:

Homepage: Focused on a hero section with a bold value proposition, supporting text, and a prominent CTA button for free consultations. Additional sections included key benefits of balcony glazing, testimonials, and links to detailed product pages.

Balcony Glazing Product Page: A visually rich layout with key benefits, technical details, and user testimonials. This page aimed to educate users while encouraging them to take action.

Contact Us Page: A streamlined, user-friendly form with minimal fields to reduce friction.

Blog Landing Page: Organised articles into seasonal themes to maintain year-round engagement.

About Us Page: Highlighted the company’s expertise, mission, and customer success stories to build trust and credibility.

Wireframes were reviewed and approved by the client before moving into visual design.

‍2. Visual design

The visual design aimed to elevate the brand’s identity and resonate with a high-end audience while maintaining usability. Key elements of the visual design included:

Sophisticated Colour Palette: Neutral tones like whites and grays were paired with elegant accent colours such as green and blue to convey a sense of luxury, trust, and professionalism. This created a clean yet visually engaging aesthetic.

High-Quality Imagery: Full-width, high-resolution images showcased the beauty of glazed balconies in luxurious settings. These visuals not only demonstrated the product’s appeal but also helped visitors envision the transformative potential for their own spaces.

Clean Layouts: A minimalist approach to layout ensured the design felt uncluttered and modern, with ample white space that enhanced readability and reinforced a premium look.

‍3. Responsiveness

I designed layouts for both desktop and mobile to ensure seamless functionality and visual appeal across devices. Particular attention was given to optimising the consultation form for mobile users, as mobile traffic accounted for a significant portion of site visits.

Key Learnings ✍️

Collaboration is Key:

Throughout the project, I learned the importance of frequent and open communication with the client. Regular feedback and check-ins ensured that the design direction aligned with the company’s vision and goals. This collaboration allowed for adjustments early in the process, minimising the need for major revisions later. Understanding the client’s needs in detail—especially in terms of their luxury brand identity—was critical to creating a design that met both their aesthetic and functional requirements.

Simplicity Drives Impact:

One of the most valuable lessons I took away was the power of simplicity. By stripping away unnecessary elements and focusing on clean, streamlined layouts, the site became more user-friendly and visually appealing. Minimalist design not only enhanced the overall aesthetic but also improved functionality, guiding users seamlessly toward key actions like signing up for consultations. A clutter-free experience proved essential in creating the luxurious feel the client desired.

Strategic Placement of CTAs Drives Conversions:

The project reinforced the importance of strategic CTA placement. By ensuring that CTAs were not only visually prominent but also contextually relevant (e.g., after discussing product benefits or testimonials), I learned how to guide users more effectively toward the desired actions. This method proved crucial in driving higher conversion rates, as users were presented with clear and persuasive opportunities to engage at every touchpoint.

What the client says 💭

Working with Clara has been an absolute pleasure! She exceeded our expectations, delivering a professional redesign perfectly aligned with our rebranding. Clara’s cooperation, quick responsiveness, and timely delivery made the process seamless. We’re VERY HAPPY with the final product. Thank you! 🙌