UX / Visual Design
Project VisionCity Auto Glass is a chain of locally owned and operated glass repair and replacement shops in the upper Midwest. After a rebrand, they needed a new website to go with their updated logo design. Insurance agents make up 97% of their business, so the website needed to allow those users to complete routine requests quickly while also functioning intuitively for private automobile owners. They also wanted to capture more customer emails.
ChallengeRedesign current website to be competitive with their national competitor, Safelite. Make the Feature their new free auto sanitation service for COVID-19 that disinfects customer vehicles.
SolutionDesign a bright and inviting website that incorporates the new brand direction with modern web features and mobile-first principles. Allow customers to contact them quickly and easily find a nearby service location.
User CasesStakeholders wanted the new website to maintain the structure of the existing one, while streamlining the process for customers to find and book service from local providers. They want to maintain their focus on insurance agents and include new services available for all customers.
Insurance Agent, 41Jennifer is an auto insurance agent whose customer needs glass replacement services. She wants to help her customer as quickly as possible, but since she requests glass replacement frequently she wants a streamlined process for requesting service.
Uber driver, 35Todd is an Uber driver who was driving on the highway when a rock hit his windshield. He doesn’t want to pick up any fares with a cracked windshield, so he needs to find glass repair services as soon as possible so he can get back to work.
SafeliteThe industry leader in glass replacement, the Safelite website was easy to navigate and understand for the consumer. Their website contained a lot of information in the interior pages, but it was organized well. What distinguishes City Auto Glass is their level of service and focus on insurance agents. So both of those differentiators needed to be apparent in the redesign.
IdeationThe original homepage was pretty drab and didn’t serve the company’s business goals. They wanted to promote their new sanitization service for COVID-19, wanted more quote requests and phone calls, and they wanted insurance agents to have separate entry points to vehicle owners. The original search feature only worked if the customer knew their zip code, which they may be unaware of if they’re requesting service away from home.
BeforeThe redesigned page featured a carousel header on the homepage featuring the company’s sanitization services, which can be changed or added to based on future promotions. The phone number, search and request quote buttons were placed prominently at the top of the page. I gave insurance agents two different calls-to-action so they could easily navigate to the information they need. And I added testimonials to the bottom of the page as the company’s market differentiator is their personal service.
Usability Study FindingsThe usability study I conducted using the high-fidelity prototypes confirmed the aspects of the redesign that were successful.
- Users think the new flow is easier and faster
- Users like the map search feature