Repair Journey
Creating digital route to market, allowing customers to purchase our repair product online using landing pages and a designed web journey with A/B testing – utilising UI/UX design and then testing with a development team to improve user experience.
The Brief
Working with both the digital marketing and development teams, we were tasked with creating an online journey for customers to book a repair. The goal was to convert these leads into protection plan purchases, leveraging great service from our customer service teams and in-house engineers. The journey needed to provide a quick, efficient way for customers with broken appliances to book expert repairs, and then offer them protection plans to help with any future issues, including repairs or replacements.
We began by researching the appliance repair market, analysing competitors’ websites, user journeys, and UI designs. We also looked into the most frequently searched keywords for SEO and PPC. This helped us create a customer task flow, which we aligned with the needs of our target audience, based on profile personas and insights from our work with the agency Palace Project.
Market Reseach
A/B Testing
After developing wireframes and designs in Figma, we created real-time mock-ups and tested them with friends, family, and neighbours who fit our target profiles. The development team then brought these visuals to life. Once live, we directed small amounts of traffic to A/B test the journey, ensuring customers were completing it without a high dropout rate. We made adjustments to call-to-action buttons and optimised the layout for mobile devices, which accounted for 70% of our traffic.
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