Broadleaf Commerce Web Redesign

At Broadleaf Commerce I had the opportunity to redesign the corporate website. The redesigned website involved completely revamping the navigation menu to a more intuitive flow that resulted in a 14% decrease in bounce rate. It also involved overhauling the look and feel of the entire website which resulted in improving the  user traffic by 23%.

My main role was to conceptualize design, get feedback from stakeholders, make edits, produce consistent iconography, and support developers. This project enabled me to develop detailed UI specifications and work closely with devs. to see the design through from start to deployment.

Quickly developed wireframes that I presented to stakeholders to gain feedback and project buy-in. Several iterations were created during this concept phase but the images above are the closest representation to the approved design.

The corporate website in 2017 after I redesigned it the first time. It was well received with users, internally and externally, and it was a significant improvement over the previous website.

My team was tasked to redesign the corporate website again after the first design overhaul. This time we focused on content and trying to make it easier for users to find solutions faster by prioritizing the most popular searched items and services to the forefront of a page. Also, we restructured several pages to better tell the Broadleaf Commerce story to our visitors to gain their trust and business.

We conducted a heat map to see how users were navigating the contact us page and many users overlooked the contact us form because it was at the bottom of the page. Also, many users gave up while filling out the form because there were too many required fields.

A/B Testing, Variation A

After observing our users, I redesigned the page by moving the form fields up to the top and instead of making all fields required we made some optional. Compared to the original form field (control) there was a 24 percent higher conversion rate.

A/B Testing, Variation B

We wanted to keep testing to continue innovating new ways to improve the conversion rate so we replaced the contact us page with a modal. Once again we tweaked the required form fields and retested the new design. We were excited when we learned the conversion rate for variation B versus A was 13 percent higher!