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Whistle Clean Australia focuses on delivering high-quality commercial cleaning services while promoting sustainability. The redesign of their website aims to attract clients and job seekers by enhancing user experience and optimising SEO. This project successfully improved the company's online visibility and engagement with target audiences.
Several critical issues negatively impacted both SEO performance and user experience design, including:
The current website struggles to attract and engage its two key audiences: clients seeking commercial cleaning services and potential employees looking for job opportunities. This is due to poor SEO performance, which results in low search engine visibility, and an outdated user experience that hinders navigation and information discovery. These issues lead to ineffective client conversion and reduced business growth.
Given the time constraints of the 4-week design sprint, our team focused on addressing the problem efficiently. While the design process might appear linear, it involved significant iteration and frequent revisiting of earlier stages to refine our approach.
We conducted a competitive analysis of 11 reputable commercial cleaning company websites, examining their strengths and weaknesses. Key insights revealed that many websites suffer from inconsistent mobile optimisation and lack visually engaging designs. While navigation and accessibility were generally adequate, only a few websites excelled in visual identity and tone. The analysis underscores the need for more compelling designs and improved mobile experiences to better stand out in the market. Below are the key opportunities identified:
We listed four keywords and searched on Google. We found that the reason top-ranking companies appear is that they frequently mention these keywords on their websites, especially in main headlines, hero text, or prominently in their menus, ensuring SEO friendliness.
The analysis emphasises that strategically integrating SEO keywords into key areas like hero text, service descriptions, and client testimonials is essential for improving visibility, search rankings, and attracting targeted traffic. This approach enhances credibility, helps businesses stand out in competitive markets, and ensures potential clients can easily find their services, especially in local searches. Below are the key opportunities identified:
To enhance SEO ranking, make sure the main keyword, such as "Commercial Cleaning in Melbourne," appears in both the headline and sub-headline on your landing page. This helps improve visibility when users search for specific services on Google.
Incorporate the main cleaning services as keywords throughout your website, including both the landing page and service page. Regular mention of services like "office cleaning" and "medical clinic cleaning" helps improve search rankings and attract relevant traffic.
Leverage the keywords clients use in their testimonials, such as "reliable service" and "punctual," throughout your website. This reinforces credibility and aligns with the search terms potential customers may use.
Incorporating location-specific terms like "Commercial Cleaning in Melbourne" and listing specific areas served (e.g., Beaumaris, Brighton, Southbank) will boost SEO, particularly for users searching for "Commercial cleaning near me." This enhances local visibility and attracts geographically relevant traffic.
During the brainstorming session, we explored a diverse range of ideas and potential solutions. We then organised and identified three promising concepts that address the "How might we" question and align with the representative quotes. These MVP ideas allowed us to quickly pinpoint the most impactful and feasible solutions.
Next, each of us designed our own landing wireframe with the goal of solving the problem and addressing the 'How Might We' question. We then held a meeting to discuss which elements from our designs were the most intuitive and effective. From this discussion, we created a complete landing wireframe, and in the next phase, we will proceed with rapid prototyping based on this wireframe.
We rapidly prototyped the main pages, including the landing page, services page, and about us page, to conduct thorough usability testing. For this phase, we invited three users to participate in the testing process.
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During the testing, we gathered valuable feedback from the users regarding their experience and interactions with the prototype. Their insights helped us identify pain points and areas for improvement. Based on their feedback, we iterated on the design, making adjustments to enhance usability, clarity, and overall user satisfaction.
In response to the user feedback, we made three key improvements to the contact form to address specific concerns and enhance the user experience.
Highlighted the booking process by placing it at the top of the contact form for better visibility.
Added a "Select Preferred Contact Time" field to allow users to specify their availability for a call back.
Included a message stating, "We will be in touch within 24 hours," to set clear expectations for users.
Based on this feedback, we have clearly indicated throughout the website, especially on the landing page, using color to show that the company is based in Melbourne and to specify the serviced areas.
To prominently showcase WCA’s sustainability efforts, we enhanced the visual appeal of Tree Nation and increased its visibility on the website, highlighting the company's commitment to sustainability.
Increase the visibility of these values across the website by featuring them more prominently on key pages, such as the homepage and About Us section, to ensure they are easily accessible and resonate with users during their quick browsing experience.
In this client project, we had a tight 4-week design sprint with limited usability testing time. Our mentor suggested skipping user testing, but we invited three testers. By conducting usability testing, we gathered valuable insights that led to two design iterations, reinforcing the importance of user feedback and understanding user perspectives.
Initially, we thought our "How Might We" questions were sufficient and skipped creating a user journey map. Big mistake! When we eventually mapped the journey, we uncovered numerous potential issues we'd previously overlooked. Stepping into users' shoes helped us understand their frustrations, needs, and experiences.
Our 11-member team dynamics were challenging. Initially shy and lacking confidence, I hesitated to voice concerns about design issues. This silence created project bottlenecks. Encouraged by teammates who championed the "No idea is a bad idea!" philosophy, I learned to express my thoughts more confidently.
