Designing a user experience that works for two distinct customer bases.

OVERVIEW

ActiveBuildings, initially focused on providing indoor air quality solutions to the B2B market, was expanding into the B2C market. The website played a crucial role in establishing trust and credibility with this new customer segment.

TEAM

I collaborated with a UX writer along with colleagues from the sales and marketing teams.

MY ROLE

User research, wireframing, UI design

Established a design system

Brand design

TIMELINE

February-March 2022
May-July 2023

TL;DR

Established a recognizable brand language through cohesive, modern visuals
Increased new leads coming in by 456% within 6 months of launching website
Increased clicks to contact by 2800% within 6 months of launching website

PROBLEM:

The website lacked information relevant to new customers, had confusing organization, and outdated visuals that didn't align with the brand.

GOALS:

Design a website catering to two distinct user groups with distinct motivations and requirements.
Boost website conversions to increase leads.
Establish a coherent and identifiable brand language across all aspects of the website.

USERS

Interviews with five participants and insights from the business and sales teams helped define defined 2 audience types, and revealed how they differ in motivations, needs, and concerns, and seek different information.

B2B - The Facilities Manager

Seeking solutions towards fulfilling specific statutory or company needs.

Needs quick, clear answers and comparable information.

B2C - The Caregiver

Seeking information to ensure informed decisions regarding the health of loved ones.

Needs trustworthy and verified solutions.

INSIGHTS

We can’t communicate with B2C the same way we do with B2B.

Legal compliance vs Safety of loved ones

B2B clients seek air quality solutions for certifications or compliance, approaching it pragmatically and professionally.

B2C clients, prioritised the health of their loved ones, placing it at the core of their decisions.

Jargon vs Everyday language

B2B clients prefer and trust jargon; they actively search for terms based on their requirements.

B2C clients find jargon confusing and prefer plain language, seeking explanations in simple terms or familiar analogies for better understanding.

Everyone would like some human reassurance

A pattern noticed through the sales conversations revealed that as the concept of air quality management was still relatively new, particularly for B2C customers, individuals preferred discussing their concerns with a team member before finalising decisions.

But what about the B2C customers?

Examining a few competitors, I found a lack of focus on B2C customers. This highlighted our chance to address this gap and confirmed our approach to create a dual-focused website that works for both B2B and B2C audiences.

INITIAL IDEATION

Diverging users, and a straight-forward user flow

Based on the research, we knew we had to convey information differently to the two types of customers. We decided to do this by diverging the users, wherein they select whether they were looking for solutions for homes or workplaces on the homepage.

I mapped a simple, 3-step user flow for both B2B and B2C customers. I also explored ways to engage the users, and build trust with them by sharing more resources and client stories, which would be relevant to them.

Using a prototype, I tested out the user flows with five users to get their feedback on the designs.

▶ Lo-Fi Wireframes - Prototype - AB Website Redesign 2022.gif

FEEDBACK

The insights from testing out our initial designs, gave us an idea of what needed improvement, and showed us that we were on the right track.

Users appreciated the separate sections, felt assured of relevant solutions

5/5

4/5

Users found the navigation quick and easy

3/5

Users felt the contact buttons were not easy find.

VISUAL DESIGN

Brand Overhaul

I undertook a comprehensive rebranding of ActiveBuildings, to solidify its identity and positioning. This involved redesigning the brand identity and visual design system.

FINAL DESIGNS

Easy access to tailored solutions.

Users can choose between solutions for homes or businesses and get the relevant information very quickly.

Get in touch with the team fast

Users fill out a simple form, and wait for an air quality expert from ActiveBuildings to contact them to discuss their particular requirements and answer any questions they may have.

MOBILE VIEW

Making ActiveBuildings responsive and available on mobile was key for success, especially with the B2C customers. Every step of the navigation had to be crafted with mobile view in mind, making it quick and simple to get in touch with the team.

Design Update 2023 - Adapting to growth

In the year that followed the website launch, not only did the ActiveBuildings brand grow significantly, but there was an increase in the awareness of indoor air quality in the audiences. We used insights from analytics and the sales team to update the website to meet evolving needs.

Presenting detailed solutions

We introduced comprehensive solution details, dedicating distinct pages to each offering, giving users an idea of ActiveBuildings' potential in addressing their needs.

Streamlining Health-Specific Solutions for B2C

A majority of B2C customers had a family member suffering from a health condition, and they were seeking solutions tailored to specific issues. We incorporated a "Solutions by Concern" section to streamline relevant information, offering reassurance and convenience.

Streamlining Green Building Certifications for B2B

Recognizing the demand for Green building certifications among B2B clients, we created a dedicated page for easy access to pertinent information, expediting decision-making.

www.activebuildings.io

IMPACT

WITHIN 6 MONTHS OF LAUNCHING

456%

Increase in new leads generated

2800%

Increase in clicks to contact

60

Average B2C leads generated per week. Increased from 0.

WITHIN 1 YEAR OF LAUNCHING

6189%