COUNTRY
DURATION
YEAR
ProQuality Transportation
Website Redesign
USA
1 month
2023
ProQuality Transportation & Logistics Services is a national asset-based carrier in Washington offering top-of-the-line OTR trucking, drayage, transloading, and warehousing services. With over a decade of experience, our professionals take care of the freight with utmost safety and reliability.
MY ROLE
UX Researcher
WHAT I DID
User Research
Task Analysis
Accessibility Review
Usability Testing
Report Generation
OUR TEAM
Business Owner
UX Designer
SEO Specialist
GOAL
Elevate and optimize the holistic user experience (UX) across ProQuality Transportation's digital landscape, with a concentrated emphasis on their website. This will be achieved through the meticulous execution of a thorough and encompassing usability audit. The primary aim is to systematically identify and proactively address any prevailing usability challenges, with the overarching goal of not only augmenting user satisfaction but also actively propelling the company towards a heightened level of success in the digital realm.
INITIAL RESEARCH
Conducting research is crucial to enhancing user experience, increasing revenue, expanding the customer base, and optimizing conversion rates.
Our research included the following steps:
Traffic Share
Analysis
Collected data from April 2023 - September 2023 using web analytics.
Traffic Distribution
by Search Type
Identified sources (organic, paid, direct).
Traffic Detailed Information
Analyzed user demographics, behavior, and traffic sources.
Keywords on
Landing Pages
Determined key search terms.
Total
Visits
Measured overall engagement.
Backlinks
Evaluate SEO impact using tools like Ahrefs or Moz.
PERFOMANCE EVALUATION
For the performance evaluation, we began by testing the mobile version of the website using tools like Google PageSpeed Insights to assess its performance on 4G networks. This helped us identify areas where the mobile experience could be improved, such as load times and responsiveness.
Next, we conducted desktop performance tests using tools like Lighthouse to ensure optimal performance on cable internet connections. This process involved checking for issues like slow loading times and unoptimized resources.
To further enhance the website's performance, we implemented various optimization techniques, including image compression to reduce file sizes and code minification to streamline the website's codebase.
UI ASSESSMENT
The user interface (UI) assessment focused on several key areas of the website. We started with the header, ensuring that it was clear, navigable, and provided essential information to users without overwhelming them.
Next, we assessed the footer, making sure it contained all necessary information such as contact details, social media links, and important site links. On the home page, our goal was to create engaging content that immediately captures the user's attention and includes clear calls to action (CTAs) to guide them towards their goals.
For the services page, we aimed to present the company's offerings in a clear and concise manner, with effective CTAs to encourage user interaction and inquiries. The about us page was designed to build trust and credibility by providing detailed information about the company, its history, values, and team members. Lastly, the contact us page was evaluated to ensure it facilitated easy communication by including a contact form, map, and various contact methods, making it straightforward for users to reach out.
PROJECT IMPACT
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Identified and rectified navigation issues, ensuring users can easily access essential information about ProQuality's transportation and logistics services.
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Streamlined the website's information architecture to enhance clarity and facilitate a more intuitive understanding of the services offered.
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Ensured compliance with accessibility standards, making the website more inclusive and user-friendly for individuals with diverse abilities.
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Provided recommendations for visual design enhancements, aligning the website's aesthetics with modern design principles and industry standards.
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Generated a comprehensive usability audit report, presenting findings, prioritized recommendations, and actionable insights for the design and development teams.
