About. Natursteine Freidhof is a specialist supplier of natural stone for architects, landscape designers and homeowners.
Role. UX Designer, Content Strategy
Desire. With this being a family-run business I was naturally keen to apply my UX skills and create a more positive experience for both the customers and business.
Goal. To create an cross-platform product experience with all the relevant data needed to help customers research the early stage of their future project.
Problem. Customers struggled to compare pricing in tonnes and metres, while also understanding which stone products suited their builds and budgets, resulting in multiple general enquiries about the product, back and forth via phone and email, costing time and effort on both sides.
UX Strategy. Simplify pricing and selection with clear hierarchy and callouts. I integrated an eCommerce database into the existing CMS website, creating a simple product page template was created for the company owner to add further products. Useful filters were added to the results page to help customers efficiently find what they were looking for.
Process. Quantitative data was used to analyse search patterns and requests. My knowledge of UX enabled me to identify key touch points in the customer journey that were potentially causing a negative experience and help smooth these out. Interviews with the company owners where we discussed ideal outcomes for the business and its customers. Wireframe sketch of user journey, catalogue and product layout. Competitive analysis, current UX trends and best practice.
Methodology. Competitive review, wireframing, visual system design, content hierarchy and responsive pattern exploration.
Result. A modern, accessible site with strong product clarity. The online catalogue of products radically increased conversion, creating an important filter and channel for the business. It enabled potential customers to collect all the data they needed online before bringing them to the final point of calling up to receive an estimate for their project, effectively saving time and effort for both customer and business.
