Using analytics, testing and feedback we pulled together and implemented clear design recommendations to increase functionality and improve the overall customer experience.
Some major improvements included increasing the prominence of the most functional aspects on all pages and completely removing unused elements. Ultimately, we sought to reduce the number of clicks from the homepage to get to deeper content.
Research and feedback informed us that people were browsing on mobile with their thumb. So, we locked the primary navigation on mobile to the bottom of the screen within ‘thumb range’. Working with tables on mobile is also tricky so some of the changes we made were around the way tables and downloads performed. We stripped them back and simplified everything to better service the main user journeys.
While we’ve seen an increase in the number of visits to the website and the number of repeat visits (up 10%), the most significant results have been a reduction in time visitors are spending finding the right information or to process applications. The overall visitor time has been reduced by 30 seconds and the average user visits 1 page less than this time last year.
View live site
Designed at LEWIS.