Ecommerce Redesign
Away With Geese
Era Design was tasked with revitalizing the online presence of Away With Geese (AWG), a provider of scientifically proven humane geese deterrent solutions, facing stiff competition from cheaper, less effective knock-offs that eroded user trust overtime. Through a comprehensive UX audit, competitive benchmarking, and in-depth user interviews with both commercial and residential clients, we uncovered critical usability issues and user pain points. Our goal was to rebuild trust in the AWG brand, differentiate it from competitors, and optimize the e-commerce experience to drive conversions, all while balancing scientific credibility with empathetic understanding of user frustrations.
Era Responsibilities:
- Competitive Analysis
- Ideation / Concept Development
- Userflow & Wireframe Development
- Copywriting
- Branding & Visual Design
- Prototyping
Rebuilding Trust: Addressing AWG's WebsiteUsability and Credibility Issues
The Challenge
The existing AWG website suffered from navigational challenges, hidden calls-to-action, and a visual hierarchy that prioritized price over product value. These issues, coupled with the influx of cheaper alternatives, created a credibility hurdle for potential buyers. We needed to restructure the website to align with user mental models, emphasize the scientific backing of AWG’s solutions, and create a seamless, trustworthy e-commerce experience that addressed the specific needs of commercial and residential users, all while combating the negative impact of lower priced knock-offs.
Auditing The Old & Benchmarking The New
Our Approach
To understand user expectations and identify opportunities for improvement, Era Design conducted a thorough UX audit of the current site and researched how leading outdoor product startups cultivate customer loyalty through their online experiences.
Identifying Insights
(UX Discovery)
- We began with a thorough UX audit of current website, identifying key usability issues.
- We utilized competitive benchmarking against outdoor startups to glean best practices.
- User interviews provided invaluable insights into customer frustrations and needs, informing our “Two Birds With One Story” approach, which combined scientific credibility with empathetic messaging. We redesigned the website’s information architecture, sitemap, and key page elements, focusing on responsive design, clear calls-to-action, and a visual hierarchy that highlighted scientifically proven product value.
Restoring Credibility Through Brand
(Design)
We restructured content for scannability, emphasizing key benefits and addressing potential user objections. Usability and A/B testing were employed to refine the design and optimize conversion funnels.
Building Trust Through Clear Communication
Results
The redesigned website resulted in significant improvements in user engagement and conversion rates. User feedback indicated a marked increase in trust and credibility, with customers appreciating the clear, informative, and user-friendly experience. The strategic blending of scientific information and empathetic messaging effectively differentiated AWG from competitors, leading to increased sales and a stronger brand perception. The project demonstrated the power of user-centered design in addressing complex e-commerce challenges and rebuilding trust in a competitive market, effectively solidifying AWG’s position as a premium, reliable solution.
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