The original homepage was cluttered with excessive text and lacked a clear hierarchy, causing users to struggle in finding key information and services. Our redesign introduced a clean, minimalist layout with prominent calls-to-action, easy-to-scan service categories, and trust-building elements like customer reviews.
Before
After
Understanding the Market
We conducted in-depth analysis for multiple local and national competitors, by evaluating their information architecture, overall structure, and key features. This analysis revealed several opportunities for differentiation and improvement in our own redesign, particularly around streamlining the pricing structure and enhancing the visual design.
Strengths
Clean Design
Cleaning Checklist
Simplistic Navigation
Weaknesses
Request-A-Quote CTA is small
Hero image/color is hard to read
“Our Services” drop down menu has too many options
Strengths
Brand colors used prominently
Fixed top navigation bar when scrolling
Hover functionality
Weaknesses
“About Us” section should be in bullet points
“Perks” sections not in depth
Colors of logo don’t match element colors
Strengths
Awards shown on hero image
Well made gift cards page
Hover functionality
Weaknesses
Top navigation has too many options
Information overload
Too much text on residential page
Uncovering Users Needs
We surveyed 46 people and interviewed many of them. We then found patterns within the data that we turned into themes, and used those themes to find out which features would be best to implement on the site.
Unearthing User Frustrations
Our interviews and surveys revealed key challenges users face when interacting with the Sunflower Cleaning website. From the users' perspective:
Lack of Trust: "Why should I trust this company with access to my home?”
Users struggle to form a connection with Sunflower Cleaning due to unclear branding and messaging.
Unclear Value: "How will this service improve my life?"
Users can't easily discern the benefits of choosing Sunflower Cleaning over doing the work themselves or hiring a known cleaner.
Process Anxiety: "What exactly am I signing up for?"
The lack of clear information about how the service works creates hesitation and prevents users from taking action.
Decision Paralysis: "Why this service instead of others?"
Without a clear differentiation, users find it difficult to justify choosing Sunflower Cleaning over competitors.
Visualizing the User Path
We mapped out comprehensive user flows to visualize each step of the customer journey with the four main customer objectives, from initial landing page to final booking page. This process revealed several pain points and unnecessary detours, which allowed us to streamline the experience.
Intake Form Flow
Instant Price Quote Flow
FAQs Flow
Checklist Flow
The Foundation of the Design
At first we started to create sketches which allowed us to quickly iterate on layout ideas, focusing on content hierarchy and user task flows without getting bogged down in visual details. Moving on to low-fidelity wireframes, we refined the information architecture and introduced basic styling elements, enabling more meaningful client feedback on both functionality and aesthetic direction.
Sketches
About Us
Services
FAQs
Low-Fidelity
About Us
Services
FAQs
Visual Inspiration
We provided the clients with 3 different options of mood boards. They serve as a visual cornerstone for our design direction. It encapsulates the project's aesthetic and emotional goals through a curated collection of images, colors, and typography that align with the brand. This visual guide helped align the client on the project's look and feel, setting the foundation for our UI design decisions. Below is the option that the client decided on.
User-Driven Decisions
After we finished making sure the low-fi prototypes were correct, we then conducted preference testing using the prototypes by presenting users with multiple design variations to gauge their feedback and preferences. This approach allowed us to validate our design decisions, revealing a clear user preference for a simplified look and feel, which informed our high-fidelity designs.
Even though the Services preference test users preferred one option, but due to technical limitations, we weren’t able to use the preferred option. We didn’t have to compromise in the final design.
Why Us
Services
Google Reviews
Bringing Vision to Life
Our high-fidelity designs brought the cleaning company's brand to life, incorporating a fresh color palette, custom iconography, and professional photography to convey cleanliness and reliability. We paid special attention to micro-interactions and hover states, ensuring a polished and responsive feel that elevates the user experience and differentiates the company from competitors.
Refining the Solution
The final design embodies our research insights, user feedback, and iterative process. Our solution balances aesthetics with functionality, addressing user pain points while maintaining brand consistency.
Takeaways
What I learned from this redesign:
I learned the importance of first knowing a site’s limitations in regards to its features, before designing for mid-fidelity. (e.g. Wix not being able to handle a hover state feature for the list of service categories)
Influencing the future:
It is important to approach each new project with an open mind and a ready-to-learn attitude to be able to adapt to new challenges as they arise. This ensures that each design solution is better than the one before.