Case study
Boosting conversion through website redesign
Overview
Shuttlers’ old website had a major problem, it wasn't converting visitors into customers. While we relied heavily on outreach for lead generation, the website itself failed to communicate Shuttlers' value, leaving visitors confused about the service we offered. The goal of the redesign was to clarify our value proposition, improve engagement, and encourage users to take action directly through the website.
Shots of Shuttlers old website
Scope
The challenge was clear: the website needed to speak to multiple types of users(riders, businesses, vehicle partners, and drivers). I worked closely with another product designer and a front-end developer to ensure each user group could easily find relevant information and take action.
We needed a streamlined user journey that would guide visitors to book rides, reach out for business inquiries, or onboard as drivers, all without requiring direct interaction with our sales or marketing team.
New navigation experience
Execution
We began with user research to understand how visitors were interacting with the previous site and pinpoint the pain points. Based on the insights, we restructured the website into distinct sections: riders, businesses, vehicle partners, and drivers. For each group, we created tailored content and pathways to facilitate quick actions. Alongside my fellow designer, we developed the design concepts, while the front-end developer worked to ensure the designs were effectively implemented.
To make the experience more engaging, we used animated illustrations to visually explain our services and how they worked, helping users easily understand Shuttlers' offerings.
Shots from Shuttlers new website
Outcome
The redesign had an immediate and significant impact. The new structure made it much easier for users to navigate, leading to increased bookings, sign-ups, and inbound leads. We saw a marked increase in conversions as visitors were now able to clearly understand the service and take action without needing to contact the sales team.
Our teamwork ensured that the final product was both user-centered and technically robust, transforming the website into a self-sustaining tool for both user engagement and business growth.