Ecommerce Redesign
Away With Geese
Era faced the challenge of boosting e-commerce sales and optimizing conversion funnels for a niche product. This was complicated by the emergence of lower-priced knock-offs, which, while less effective, eroded user trust and presented a credibility hurdle for potential buyers. Our goal is to reinforce the value proposition of the authentic Away With Geese brand and differentiate it from these imitations.
- Low-entry property evaluations
- Focus on science behind product
- Empathize with retail and commercial users
- Streamlined Product Purchase/Cart experience
Era Responsibilities:
- Competitive Analysis
- Ideation / Concept Development
- Userflow & Wireframe Development
- Copywriting
- Branding & Visual Design
- Prototyping
Timeline
We worked with the client and their users to build out a new e-commerce solution
1. Emphasized refining the header taxonomy to better align with users’ mental models and improve navigation. Ensuring consistent labeling, categorization of sections, adding a persistent visual cue (cart icon) to reduce a key usability hurdle.
2. Call to action was hidden on hover for desktop and on tap for mobile creating a usability issue. This lack of clear visibility likely hinders user engagement and conversion rates.
3. “View Product” button’s visual hierarchy was overshadowed by the price, causing users to focus on cost rather than product exploration. We redesigned the button to command greater attention and encourage user engagement.
4. To improve scannability and comprehension, We restructured the paragraph content into bullet points allowing quick digestion of key information.
UX Website Audit
We reviewed the Current Site and presented what is working and what isn’t
1. Prominent CTA to get property analysis with minimal friction under concise/prominent headline that highlights the essence of the brands offering.
2. Recommended streamlining the “How It Works” section into concise, clearly defined stages will simplify the process for users, reducing perceived complexity followed by a large CTA to get the property analysis.
3. Proposed using headlines that empower users.
UX Competitive Benchmarking
Since AWG was a unique product we looked to other outdoor startups
1. Key commercial User Insights
2. Key residential User Insights
UX User Interviews
We met with Commercial and Residential users to understand their needs
1. The goal was to create a sitemap that reflects the user’s mental model and supports their shopping journey, ultimately driving conversions.
2. Restructuring the content for a modern responsive eccomerce experience that focused on Information Architecture, Sales funnels and SEO
UX Sitemap & Wireframes
We redesigned the entire experience
Two Birds With One Story
Mixing empathy with science. A Humane solution to gaggles of honking, pooping, hissing birds.
By combining our knowledge of Away With Geese’s scientific basis with a deep understanding of user frustrations (gathered through interviews with both homeowners and businesses about their biggest geese-related problems), we were able to define clear brand messaging and identify the distinct needs of commercial and residential customers.
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