Study Summary
BHI Construction was seeking to understand how users interact with their website and printed proposal materials. We gathered study participants from the UVU School of Construction Technology, city workers, and local construction company employees to conduct the eye tracking, facial coding and survey sessions. We took feedback from participants, conducted competitive analysis and delivered new designs that addressed the usability issues of the website.
Site Analysis
The visibility problems of the desktop site were even more prevalent on their mobile site. Text was unreadable in multiple sections of the mobile site, elements that do not indicate they are clickable and a lack of a Call to Action button. The design to the right allows for discovery of similar projects while clients look for a vendor to complete their project, both through the Construction categories or the “See All Projects”. An additional chat section was added to the page allowing for increased lead generation and live discussions occurring with potential clients.
Major Homepage Potential
Eye Tracking
One of the first tasks that participants were asked to carry out was to: “Explore the Homepage to learn more about the company.” This phrasing allowed users the freedom to find something that interested them personally while drawing out natural scroll patterns and user behaviors.
Key Insight:
The copy on the Homepage got very high engagement with 93% of test participants fixating on the text and reading. This area had an enormous amount of attention so our recommendation was to implement a call to action button that would direct potential clients to a portfolio page.
MBA Analysis
BHI Construction was seeking to understand how users interact with their website and printed proposal materials. We gathered study participants from the UVU School of Construction Technology, city workers, and local construction company employees to conduct the eye tracking, facial coding and survey sessions. We took feedback from participants, conducted competitive analysis and delivered new designs that addressed the usability issues of the website.
Key Insight: Have filtration easily accessible in order to filter by job type, budget, location etc. so that new visitors could easily find a project that related to them but also be able to showcase the expensive projects because according to 87% of participants the larger scale projects increased trust and demonstrated capability to complete the work that they were looking to get done.
Proposal Analysis
Study participants were presented selected portions of construction proposals that are given to potential clients. The goal of this portion of the study was to:
Learn what information readers retain.
Gather opinions on whether physical proposal material matched the digital materials such as website, email, etc.
See what elements capture attention and which elements do not.
Key Insight: Many sections of the proposal were hard to read and study participants would often miss important information whether it be in text, infographic or photographic form.
