Sightbox Website
UX Audit & Redesign
Sightbox is a service that helped connect patients with eye care professionals and made getting contact lenses hassle-free by providing concierge-like service of the experience from appointment booking all the way to home-delivery of contacts.
Define
Problem
Sightbox rate of conversion and website traffic was not as high as our growth marketing team anticipated by the end of Q2.
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In an effort to increase the conversion rate for Sightbox, the marketing team wanted to understand where pain points were in the user experience of the website.
This research would result in recommendations for a website redesign encompassing content and visual design to be handed off to our developer.
In addition, the website was not compliant with WCAG.
Define
My Role
Research and audit the existing content and UX of the Sightbox website.
Design new solutions for the site map, and incorporate visual design.
Ensure WCAG accessibility compliance.
KEY CONTRIBUTORS
Lead Product Designer, Sightbox Marketing Team, Local Creative Agency and Engineers, to launch this project.
Process
Define
Discover
Design
Deliver
Discover
Usability
Research
Methodology
Over a period of 2 weeks, we conducted interviews with 9 internal users and project stakeholders to uncover high priority issues.
The design team and I had the users go through the experience of landing on the Sightbox website, and asked them to narrate their experience throughout.
Findings
1
Confusion set in around the description of the product offering which was very eye-opening for me.
2
Multiple "how it works" sections (3 different versions) left some users unsure of how long the process would take/what would be required of them.
3
Internal users knew Sightbox offers two plans, but called out we don't highlight that on our homepage, a missed opportunity for dailies users.
4
Majority of users said an entire page of testimonials felt unnecessary, some suggested more info on the pricing/plan description.
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Discover
Competitive
Research
Findings:
Common thread "how it works" formula in Subscription service model, which lends to user expectations of content. Modern design systems.
Discover
Accessibility
Testing
It became an important goal to make sure in the redesign that we revised our color system to pass the standards for WCAG accessibility.
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I ran our brand color palette being used on the website through accessibility tests on the web and discovered many failures for WCAG compliance.
X
Process
Define
Discover
Design
Deliver
Original site map
Design
Site maps
Starting with user maps helped me understand the website’s current user journey into the sign-up flow.
With the insight of my lead product designer, I iterated on a revised site map with the inclusion of new content and a journey with less dead ends.
New & improved site map
New additions:
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A more in depth pricing/ benefits page
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The sign up page from anywhere
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An about us page
Design
Wireframes
Then I moved on to sketches and low-fidelity wireframes of the new site.
Modifying existing modules on our Wordpress site.
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I used Sketch and Figma to iterate through the design process.
Design
Hi-Fi
Prototypes
With the inclusion of visual design I was able to breathe a little more life into the designs.
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The high-fidelity mockups of the newly revised site architecture with new pages, accessible colors, and revised messaging finally “clicked” for the marketing team’s needs.
BONUS TESTING
These mockups were also used in user testing on UsabilityHub to gauge between the two major design options for the “how it works” section. The Vertical story-telling approach won.
X
Process
Define
Discover
Design
Deliver
Deliver
Outcome
After the initial site re-design we saw our traffic drive up XX%.
After the redesign of our sign-up flow, we saw conversions jump to XX%. We also saw engagement- the number of interactions, time on each screen- increase.
Deliver
Learnings
I learned a lot about the process of auditing a website and optimizing for conversions.
I learned about the process behind site-mapping, revising site architectures, and fufilling user expectations (During the user research process, I was surprised to see how many users were confused about what the product offering was and site navigation). I particularly enjoyed learning about accessibility standards, and helping usher Sightbox into compliance.
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