Taxibox website.
UX review and website redesign to increase conversions.
TAXIBOX Mobile Self-Storage is much more than just storage. It gives its customers back the space they need in a world increasingly filled with clutter by focusing on space rather than storage, TAXIBOX is designed to save people time and remove the headaches of moving and storage. MOUX has been working with TAXIBOX for eight years. The main brief looks to reflect its vision and connect with its customers.
Learning.
Research, interviews and heuristic evaluation
I started performing a heuristic evaluation that I contrasted later on with the Google Analytics information. I interviewed the TAXIBOX team in order to identify their brand identity, patterns, possible issues and start understanding the target market. Finally, I interviewed people within the target market. Some of the key findings as follows:
Target market
Female skewed, mobile users, aged between 25-34. Website UX needed to match the target market.
Front-end
Incorrect implementation of a responsive website causing information fragmentation.
Conversion path
Conversion path confusing and unnecessary clicks causing higher drop-offs.
Creation.
Creation of personas, defining a new IA and UI
With a clear profile in mind, I started a new IA in order to reduce friction points and merging related information.
The strategy was creating a storytelling type of home page, that could tell in short steps what-how-why the service. It was also important to close the loop with strong messages and a CTA. The sub-pages were secondary and a direct distraction for the storytelling home, so they were grouped and hidden into an hamburger menu.
Iteration.
User testing and several releases to get a unique product
Three to five design versions per page before approval, two user testing and three iteration released after lodge. The focus on every release was improving front-end micro interactions with a strong emphasis in the mobile experience, as well as image optimisation for performance and sub-pages custom design.
Final front page
Mobile front-end optimisation
Instant quote
Integrated mobile/desktop packing supplies list
Results
TAXIBOX set the standard for the competition as well as disrupting the storage market.
%
Conversion rate
Increase in conversion rate due to a more mainstream booking flow and clearer communication.
%
New leads
By adding ‘email me the quote’ option opened the possibility of capturing leads.
%
Bounce rate
More dynamic pages and better content ended in a decrease in the bounce rate.