iPrint Technologies
CONTRACT PROJECT (IN DEVELOPMENT)
iPrint Technologies is a printer and toner supplier in the Bay Area. They're a leader in OEM supplies and recognized as the HP 2024 Partner of the Year.
ROLE
Sole UX Designer
PROBLEM
As leads began to mysteriously drop off and bounce-rate increased, iPrint needed to adapt to evolving web technology to retain their position as a leading supplier in the Bay. I helped them audit their web and mobile leads and address branding and SEO concerns.
RESULTS
• Bounce rate dropped from 72% to 30% in testing scenarios
• Projected 23% increase in OEM sales across web channels
Background
I was contracted by iPrint Technologies to help them address inadequate sales from web traffic. Their data indicated that the majority of new users visiting the site spent seconds on the landing page before clicking off. Furthermore, their digital marketing was ineffective at converting leads from sponsored Google rankings.
I first focused on auditing basic SEO to ensure that any potential future work could be isolated to UX opportunities on iPrint's website.
I discovered that iPrint was not maximizing their basic SEO due to missing site descriptions and favicons. Fixing this first was crucial.
Website UX audit: opportunities for improved user navigation
Upon auditing the usability of iPrint's website, I discovered a few important areas of focus in regard to finding and purchasing products.
I first noticed a distinct lack of search functionality and clear call to action on the hero section. Users are forced to scroll to access product selection, which requires more cognitive effort and time.
Upon reaching the "Featured Brands" section, I learned that browsing users could not even access any products without first signing up for an account on the site. This felt like a major area of opportunity, as it imposed a barrier for anyone without an existing customer account with iPrint.
Research: customers want to find their items quickly and familiarly
I similarly audited 3 of iPrint's biggest competitors in their market and conducted user testing to uncover where users felt the most uncertain in their product purchase journeys. I surveyed 10 professionals who regularly purchase toner and other printing supplies for office work.
Of these users, 5 dropped off at the landing section within 40 seconds of arrival to the page. Another 4 left the site after being presented with the login screen after attempting to access product catalogue. 1 created an account and completed the transaction flow.
Research: customers want to know what's in stock before signup
My interviews and competitor testing revealed that potential OEM supplies customers overwhelmingly want to browse inventory before being tasked with account creation: an often time-consuming process. New customers have more confidence completing this step after they know that their item is carried by the supplier.
Surprisingly, checking out as a guest was not a large factor in drop-off; customers were generally on board with account creation following confirmation of product availability.
Solution: optimizing landing section for better navigability and clarity
Lifting the onboarding restriction and implementing a search field gives users more control in finding what they want.
Another insight from user interviews led to the creation of a specialized product search accessible through the site's primary CTA. This tool helps users accurately find products based on their own hardware without needing to know exact product names.
Finally, I added top navigation for sections of the home page for users looking for these specific sections, eliminating the need to tediously scroll. A visible point of contact on the righthand side increases confidence in the company and allows customers to call with any issues rather than just leave the site entirely.
HERO SECTION WITH TOP SEARCH AND CTA
CTA LEADS TO ADVANCED PRODUCT SEARCH
Solution: filter products by category and brand
The updated user flow prioritizes product discovery and checkout, with a few caveats. Now, new customers can search for products and filter them by printer model, brand, and price to find exactly what they're looking for.
Checkout now features a "continue as guest" option for users purchasing products that aren't priced by quote.
SEARCHING FOR PRODUCTS
CHECKING OUT
Solution: improve discovery while maintaining competitively priced items
While working with iPrint, I learned that some inventory was locked behind an onboarding flow because of competitive industry pricing for high demand inventory. To retain this crucial business aspect, I designed searchable cards for products of both types: by quote and fixed price.
Solution: decluttering and improving customer confidence
I uncovered peripheral design opportunities while working with iPrint; 30% of surveyed users indicated a desire for customer feedback displayed, and a similar proportion commented on their confusion navigating the "Featured Brands" section of the website's home page.
I designed a non-disruptive, scrolling testimonials section that gives potential customers more information on what real customers think.
I also refactored the "Featured Brands" section into a small carousel that highlights each brand individually, placing emphasis on 1 UI component at a time.
Solution: optimizing for mobile
My final task was formatting these changes on mobile. I created breakpoints for small device sizes to allow for a responsive experience across platforms.
