Greenzie is the leading software company developing fully autonomous commercial lawnmowers and industrial equipment.
Project: Website Redesign | UX | Branding
Role: UI Designer
Responsibilities: Assist with Sitemap Research and Iterations, Content Index , Visual and interaction design, Development collaboration, Website QA
Frank J - ACD
Cole C. - UX Designer
Dana S. - Content Strategist
Taylor W - Project Manager
Tools: Figma - Photoshop - Illustrator - Hotjar - Google Analytics
Autonomy is the next evolution in labor productivity. Greenzie wants to be viewed as a trustworthy leader in the industry and needs a website that creates a bold digital presence and an engaging experience to attract and convert customers. How do we earn trust and build credibility while thoughtfully educating a skeptical audience?
1. Consumers can not directly purchase an autonomous Greenzie Lawnmower directly from Greenzie. (commonly misunderstood)
2. The struggle for potential landscape customers is that they see the cost upfront and immediately compare the price to traditional mowers., without understanding the value.
3. Like most new tech, many believe that autonomous mowers are "not ready".
Based on the insights from the our Stakeholders and additional discovery sessions with the entire team, we concluded with three main goals we needed to accomplish:
Clear User Journey
Imporoved Site Performance
During the Discovery phase of this project, a key part was conducting Stakeholder interviews. Our team set up separate calls with each Stakeholder and asked them questions regarding the current state of their website, what user feedback they have heard and what their business goals are for the new website.
We discovered the following:
“ The new website is for fleet landscapers, messaging needs to be focused on them and how autonomous mowers will improve their business. ”
“ What we do is pretty complicated (sadly) so need help clarifying what we do. ”
“ We want the new website to direct to proper sales channel ( dealer specific distributors) that can send landscapers a demo. ”
“ The struggle for potential landscape customers is that they see the cost upfront - the robot mower is more expensive than traditional mowers and then they have the Greenzie monthly fee. ”
Next, the UX Designer pulled metrics from Jan. 1, 2022 to July 28, 2022 in order to help the team analyze user behaviors from the original website.
During the site mapping phase we first took a look at the current state of the website. While thoroughly considering our project goals we also looked at the data gathered from Hotjar and Google analytics in order to see which pages had the most / least traffic.
Considering our user personas we chose to consolidate the careers, about and contact us pages as sub nav pages under the newly established "Company page" . This allowed for the opportunity to include dual CTAs to solve for the user's primary needs.
Based on Stakeholder interviews we were able to identify that many users who visit the Greenzie website, have a difficult time understanding that Greenzie's product is a software and not the actual lawnmowers. To help clear up this confusion we created a " How It Works " page , immediately clarify the process at first glance.
Taking into consideration who Greenzie’s direct and indirect competitors are I began the visual concepting stage while the UX Designer built out the wireframes.
Taking into consideration who Greenzie’s direct and indirect competitors are, I worked with the ACD to develop four different visual directions to present to the Stakeholders prior to flushing out the design based on the wireframes. Each concept is based on the fact that Greenzie is the leading software company developing fully autonomous commercial lawnmowers and industrial equipment. In order to clearly convey that Greenzie provides a software, it was extremely important to showcase the product visually in the beginning of the user’s journey.
After receiving Stakeholder feedback and a second round of visual concepts, I landed on a final concept and applied it to the wireframes in the mockup phase. The final concept takes a clean and modern approach, that leverages 3D visuals to elevate the user experience and assist with the visual storytelling.
The mockup phase was split into two phases/sprints, which allowed our team to focus on a set number of pages and clearly think through the visuals and interactions of the interface.
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