Landing page for a purpose-driven waste management company.
Overview
Purpose Fill is a local waste management and recycling business. Their goal is to repurpose waste to its maximum potential, so they can send as little to landfill as possible.
They are looking to revamp their website to help promote the sale of their Purpose Bag product.
Challenge
Re-design the Purpose Bag landing page to help address the top customer queries and business pain points and promote the top-rated service they provide.
Role
UX/UI Designer
Responsibilities
Stakeholder interviews
Information Architecture
Research and analysis
UX design
UI design
User feedback session.
3 Key phases of the project:
Our design process for this project involved three distinct phases
1. EMPATHISE
I set out to uncover insights to help me with the re-design.
I interviewed the digital lead for the business to understand their needs and wants further. Here are some interesting insights I uncovered:
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Main customer queries from data collected via phone and email queries are:
1.What areas do you service areas.
2. How much does it cost.
3.When can i get it.
4. How can i get it.
5.What goes in.
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A couple of pain points for the business include:

1. Customers not being clear on what doesn’t go in the waste bag.

2. Customers not finding information easily on what gets extra charges
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Other desired information to include:
1. What is the advantage of the waste bag over a metal skip bin.
2. They are a top rated company with the best service in waikato with over five hundred 5 star google reviews.
Auditing the current landing page:
I conducted a website audit to compile a list of usability and design issues that I could address and bring to attention.
A few insights Include:
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The video content being utilised is lacking purpose. Specifically, the promotional-style video intended to showcase the product has been used as a background video with a darkened effect, rendering it inaccessible and limiting the visibility of its potentially great content. Moreover, the primary featured video is a tutorial on how to set up the bag, which fails to sell the product's full potential.
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Product benefits, features and information is cluttered making it difficult to quickly find information.
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The current website's navigation proves to be challenging due to the utilization of a hamburger-style menu.
2. CONCEPTUALISE
Goals for guiding my design direction
With the insights gained, I identified three key areas to focus on in order to achieve a redesign that effectively promotes the purpose bag.
Address key customer product queries and pain points.
Promote the benefits and features of the Purpose Bag.
Allow easy navigation and discovery of information.
Getting design feedback from users
To ensure that my design effectively addressed the problems I was attempting to solve, I tested my initial version with a small group of users.
Through this process, I gathered valuable feedback that highlighted some areas where information was still challenging to locate.
Additionally, the feedback provided conceptual insights that helped to validate that the design was heading in the right direction.
3. DESIGN
Out with the old, in with the new!
Take a look below at the new design, which utilizes commonly seen landing page design patterns to effectively showcase the product.
The promotional video takes centre stage, while features and benefits are highlighted to engage potential customers.
Additionally, the design successfully promotes the company's positive reviews, with clear call-to-action buttons featured prominently on the page.
Customers can now easily find all the information they need, feel confident in their purchasing decision, and have their questions answered.
The website's information architecture was also reviewed and improved, resulting in a more user-friendly navigation system.
OUTCOMES
It's time to get coding.
After handing off the design to the developer, work has commenced on the development of the landing page.
Once the page is live, the team plans to install Hotjar to track user behaviour and identify potential pain points for future iterations.