Homepage wireframe: 1st draft
The After: Hero Image on Homepage-- Allows visitors to immediately choose their industry of interest
The Before: Hero image on one of the homepages from the original site...
Prominent client reviews and testimonials on 'Customer Stories' Page and tailored reviews on industry pages.
The Before: Customer Testimonials at the bottom of the homepage
The After: Industry-sorted, filtered product grid-- Allows Dart Sales and customers to easily select the product that best suits their needs
The Before: General Product grid... Confusing, difficult to navigate, frustrating experience for employees and customers
Dart Direct Mail Website Redesign
Dart Direct Mail is a small company in Atlanta, Georgia. They have been in business for 20+ years and are very successful with mail marketing but needed help redefining their brand experience digitally.
Problem
Dart specializes in 4 verticals of marketing mailers: insurance, dentistry, small business, and home services. When I began this project, there were 3 different websites, each focused on it's own vertical. Combined between the sites, there were 40+ pages, creating a maze of confusion that even the Dart sales reps had trouble navigating. The disorganized state of the sites lead to pricing miscommunication, frustration for both Dart employees and customers, and ultimately loss of potential customers.
Insights
1. Reviews and testimonials are extremely important for building trust with potential clients
2. Customers only care about their vertical
3. People have short attention spans-- need to find their relevant product within a couple clicks
Solution
I designed a single website that:
1. Provides visitors a quick way to reach their vertical of interest.
2. Has a dedicated space for potential clients to see testimonials and results.
3. Shares an effective and cohesive brand story: Dart is your team of friendly, trusted, direct mail marketing experts.
1. Provides visitors a quick way to reach their vertical of interest.
2. Has a dedicated space for potential clients to see testimonials and results.
3. Shares an effective and cohesive brand story: Dart is your team of friendly, trusted, direct mail marketing experts.
Results
"I've had an awesome time working with Lily. She is great at breaking down problems and building intuitive solutions in response."
- Saga Terrell, Vice President of Operations
- Saga Terrell, Vice President of Operations
Lessons Learned
Prepare the client to make future changes during the design handoff. If they need to add another page in the future or change a metatag, make sure they have the resources and know-how so they can implement changes that fit the brand and existing user experience.
For future projects, I will film short videos to empower clients to make simple changes including:
- How to use/update CRMs
- Adding a new page + style recommendations
- Changing metatags
- Any other changes I know the client will want to make on their own
Or, I will offer a small retainer so that I can help make changes when needed.
Name
- Adding a new page + style recommendations
- Changing metatags
- Any other changes I know the client will want to make on their own
Or, I will offer a small retainer so that I can help make changes when needed.
Name
DART Direct Mail Website Resdesign
Developed by
Lily Sullivan
Field
UI/UX Design
Year
2024