Background: Jett 3D is a boutique, 3D printing consulting firm based in New York. Jett wanted to redesign its website to better display previous work, and give potential customers a clear idea of offered services.
Tools: Figma, Adobe Creative Cloud, Webflow, Squarespace
Tools: Figma, Adobe Creative Cloud, Webflow, Squarespace
Business Problem + Context:
As a b2b and b2c business, Jett 3D often works with people who do not know much about 3D printing. The company was looking to redesign its website in a way that would display information as clearly as possible while allowing users to search by different processes, and highlight its services and past work with "big-name" clients. After all, working with companies like Nike and artists like Madonna should be celebrated!
We identified three key problems that users were having with the website.
As a b2b and b2c business, Jett 3D often works with people who do not know much about 3D printing. The company was looking to redesign its website in a way that would display information as clearly as possible while allowing users to search by different processes, and highlight its services and past work with "big-name" clients. After all, working with companies like Nike and artists like Madonna should be celebrated!
We identified three key problems that users were having with the website.
Problems:
- Users are having trouble accessing information about past projects and pricing (based on employee testimony)
- Users are having difficulty navigating to portfolio pages from the landing page (high jump rate)
- Users are not fond of the current aesthetics of the website and feel as if it lowers the credibility of the service (employee testimony)
- Users are having trouble accessing information about past projects and pricing (based on employee testimony)
- Users are having difficulty navigating to portfolio pages from the landing page (high jump rate)
- Users are not fond of the current aesthetics of the website and feel as if it lowers the credibility of the service (employee testimony)
Solutions:
I conferred with the rest of the Jett team on these notes. We were then able to brainstorm some possible modifications to the site:
- Implementing an eye-catching landing page
- A front-page portfolio grid with a search function
- Improved portfolio pages that fit the new design aesthetic, and better convey important information
- Link to quote and capabilities deck on the front page
I conferred with the rest of the Jett team on these notes. We were then able to brainstorm some possible modifications to the site:
- Implementing an eye-catching landing page
- A front-page portfolio grid with a search function
- Improved portfolio pages that fit the new design aesthetic, and better convey important information
- Link to quote and capabilities deck on the front page
Home page changes:
New landing page with animated background and links
to important resources
Newly implemented portfolio grid
Search feature categories
Result of search by industry (fashion) yielding only
relevant results
Portfolio page changes:
Template landing for each portfolio page
Key quantitative information/context about project
Highlighted pictures from the project, as well as technical information about the print
Usability Testing:
We conducted usability tests with 5 participants (2 existing customers, and 2 potential customers, 1 staff member) to gather qualitative and quantitative feedback on the new design.
Tasks for usability testing:
- With a printing project in mind, find similar projects on the Jett 3D website
- Get a quote for your project
- Explore various printing options for your project
Overall, we found that users responded well to the design changes. Usability tasks were completed with ease. Based on suggestions, edits were made to the font size and color, as well as the order of images in the portfolio grid.
We monitored the site traffic for the remaining month to observe the behavior of organic users. We found that the new site design led to a
- 49% reduction in bounce rate from home page
- 42% increase in users reaching portfolio pages
- 62% increase in clicks of capabilities page
- With a printing project in mind, find similar projects on the Jett 3D website
- Get a quote for your project
- Explore various printing options for your project
Overall, we found that users responded well to the design changes. Usability tasks were completed with ease. Based on suggestions, edits were made to the font size and color, as well as the order of images in the portfolio grid.
We monitored the site traffic for the remaining month to observe the behavior of organic users. We found that the new site design led to a
- 49% reduction in bounce rate from home page
- 42% increase in users reaching portfolio pages
- 62% increase in clicks of capabilities page
Overall, the redesign significantly improved the user journey and experience on the site. Key achievements include a streamlined path to find information, a clearer path to the point of sale, and more quote queries.