How we increased bookings by over 130% for a London waste company
Skip It (previously Central Waste) needed a new website that reflected their expanding business and helped them grow into the future. Their old website put a strain on the business as it signposted all customers to call the office to book. Digital transformation and a rebrand was in order!
What a load of rubbish...
To gather a greater understanding of the industry and their users, we needed to talk rubbish! Literally. We spent some time discussing needs with previous customers, stakeholders and Skip It staff to understand the core needs for the site user journeys. This shaped key decisions on content, IA, layout, and booking form details.
Sketching to solve problems
For each section, we initially sketched ideas on how we could solve each problem. This helped our team evolve the most appropriate designs that met the needs of the business and users.
We brought the sketches to life through high fidelity wireframing, helping to refine our sketches and creating a better product stage by stage. We then tested these with users and Skip It stakeholders, ensuring the site was usable, simple and met key goals.
Once the wireframes were tested and tweaked, we applied brand styles. We built key areas of the designs as prototypes and handed over to the client for testing and approval. This enabled us to further refine the product until it was ready for full development.
An intuitive enquiry system
A key focus to improve conversion was to logically show content dependant on the user’s specific waste collection needs. Additionally, we wanted to ensure the form was efficient and enjoyable to use, whilst serving the business needs.
Better User flow
Mapping the user flow helped plan all essential questions and options, showing every route through the enquiry form. This allowed us to order and group related questions into six core tabs, with low complexity ease of use.
Simple UI decision
We decided to limit dropdowns and user inputs. Instead, we opted for simple buttons which displayed selectable options. We also decided to use simple icons, allowing the user to easily understand them, minimising cognitive load.
Prototypes to WordPress
Prototypes helped to refine the form’s UX, ensuring it met the needs of the user. Following client sign off, we pieced the whole project together into a WordPress development.
Improving business efficiency for SkipIt was achieved across the project. The new enquiry process pushed all essential job information to SkipIt directly without them lifting a finger. Since launch, the business has grown substantially, through a huge increase in enquiries through the website.
Fancy talking exciting new ideas?
We’d love to talk to you about growing your business online.