UX/UI case study | MOHO Studio.it
- User research
- UI Design
- Usability test
- Web design
- Adobe Illustrator
- Invision Studio
MOHO is a geological firm operating in technical service consulting in the south of Italy.
I was asked for creating new brand identity (the old brand was apgeologia), online and offline materials and new website, to create a more consistent message in line with their brand values.
This is the UX study behind the creation of the website mohostudio.it; if interested, you can find its brand identity in WORKS section on the homepage, or my personal page on BEHANCE.
Heuristic evaluation and analytics
Since MOHO project is a rebranding of APGEOLOGIA with an existing website, I could base my study on previous website’s analytics and heuristic evaluation.
In this way I could identify main usability problems, understanding users’ behavior on the website, figuring out lacks and working on a new architecture and solutions.
Because my customer didn’t change his target audience (technical firms, independent professionals involved in engineering and constructions) I could use the company database and it means saving time, without creating brand new personas but working on refining already built personas to improve characteristics, needs and goals.
Once 5 typical customers have been identified, I created a survey to collect more information for this particular kind of professionals, in order to merge this data with those already collected.
MOHO’s customers are mainly technical professionals, a really interesting kind of users to study.
The firm primarily provides its services in central and south of Italy, in such a purely technical environment where work attitudes are strongly different and most of customers are middle aged and highly skilled professionals.
I identified one persona with common needs and dominant characteristics:
Thanks to amount of data I collected, I could go on to wireframe low-fi prototypes which fulfilled full requirements (1).
After 3 usability tests, I got the final version of the website, online since January 2019 (2).
Typo and visual contents perfectly come together to communicate a strong consistency with brand values.
Based on testing and analytics, there are two significant changes to improve the usability and achieve business goals:
1. Differently from the previous website, it has been decided to create a single page, for a linear navigation flow and to decrease steps to goals (ex. customers asking for a quote).
2. The previous website had two only generical contact forms to ask for information and quotes at the same time; on new website any service page hosts an improved contact form, with an advanced system to choice one or more services together, to allow customers to quickly ask for a quote without changing page.
3. The CTA “SERVICES” in the navigation menu is anchored to services section and, by a slight scroll effect, users can have a clear perception of change and position.
MOHOSTUDIO.IT is online since January 2019: in the first three months visits have been increasing of 31% compared to the same period of 2018, and quote requests also increased of 20%.
The project is constantly monitored by analytics and A/B Test tools, to improve customers experience and to achieve firm’s stated goals.