O’Brien

An expanded service offering

O’Brien Glass, an existing client of ours, had recently doubled their service offering by acquiring Laser Electrical and Plumbing. With a goal to becoming the No.1 services provider in Australia they needed to rethink their digital strategy to integrate the new services.

strategy. research.   team workshops.   stakeholder workshops. wireframing and prototyping.   ui design.   user testing. ongoing testing and learning.

What we did

  • Review analytics from existing digital setup

  • Review competitor analysis (created by client)

  • Focus group and phone interviews with 6 Laser businesses

  • Site and content audit of all Laser websites

  • Review of insights from SEO and consumer research (conducted by O’Brien)

What we found

Laser businesses were managing their own individual websites which:

  • Was a pain point for many owners

  • Caused issues with brand consistency

  • Meant a large number of Laser sites needed auditing and integration

Having two existing websites (Auto & Glazing) created:

  • Confusion with customers who were bouncing between sites

  • Difficulty tracking booking conversions

  • SEO cannabilisation

  • Data inconsistencies which made reporting difficult

  • Inability to gain single view of customer behaviour

New Service Journeys

Audience Overlaps

Time Sensitive

  • Require immediate attention

  • Nature of damage might be substantial

  • Looking for an urgent fix and won’t shop around

Solution Focused

  • Looking to upgrade what they already have

  • Likely to shop around as it’s not time sensitive and looking for quality

  • Likely to be renovating

Cost Conscious

  • Largely driven by financial intent although trustworthiness is also key

  • Tend to shop around for prices and are looking for quotes or estimates

Opportunities

  • Ability to start from scratch and address issues that have challenged us previously

  • Redesign the digital architecture to be safer and more flexible

  • Build a single site with improved tracking to gain more insight into customer behaviour

  • Create an additional revenue stream providing digital support to new Laser members

The Problem

How might we consolidate multiple websites into a single site that:

  • Allows customers to easily and quickly book any of the O’Brien services

  • Creates a digital offering that helps entice Laser members to sign on with O’Brien

Goals

  • Increase Auto booking conversions by 7% across Q1 and Q2

  • Onboard 50 Laser members by Q2 2019

Booking Flows

The booking experience

Single page form

  • Feels familiar to existing customers

  • Customers can see what’s expected

  • Harder to track abandonment

  • Overwhelming when lengthy

Multi page form

  • Easy, quick steps to complete

  • Ability to track where customers drop off

  • Ability to add branching logic

  • Customers may abandon the form if there were too many steps

Mapping the Experience

Wireframes and prototyping

Success

  • Auto booking funnel conversions quickly

  • stabilised after launch and saw a 5% increase in the first quarter

  • Glazing booking funnel conversions increased by 2% for Q1*

  • 65 Laser members onboard for Q1 2019

  • Over 120 members have now onboarded

Ongoing Iterations

  • Booking funnels were continually monitored to see where users were dropping off the forms and leaving the site entirely or moving on to other pages

  • A schedule of A/B tests was created and carried out in order to continually improve small areas of the site and streamline user journeys

Client: O’Brien Glass Industries

Company: The Loom

My Role: Lead UX Designer

The Team: Jamie Fawdray - Senior UX Designer, John Cavana - Tech Lead, plus the internal O’Brien team

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