HS Canada

Project overview

As the UX Manager for HomeServe Canada, I spearheaded the design, in collaboration with a copywriter and illustrator, for the company's website, focusing on creating a user-centric digital experience tailored to the unique needs and cultural nuances of Canadian homeowners. Recognizing the importance of aligning the digital platform with the preferences and values of the local audience, I conducted extensive user research and employed a culturally sensitive approach to inform the design decisions.

Research Phase:

To ensure that the HomeServe Canada website resonated with the Canadian audience, I conducted in-depth interviews, surveys, and usability studies. These research efforts were tailored to capture insights into the specific expectations, preferences, and behaviors of Canadian homeowners. By understanding their needs and pain points, I gained valuable insights that guided the design process.

Design Strategy:

Based on the findings from the research phase, I developed a comprehensive design strategy that focused on enhancing user engagement and satisfaction. This strategy included:

• Cultural Sensitivity: Integrating cultural elements into the design, such as color schemes, imagery, and language, to create a familiar and welcoming experience for Canadian users. Incorporation of contextual imagery that changes by season.
• User-Centric Navigation: Implementing intuitive navigation pathways and clear call-to-action buttons to streamline the user journey and facilitate easy access to relevant information.
• Localized Content: Creating content that reflects regional sensibilities and addresses the specific needs and concerns of Canadian homeowners, such as climate considerations and local regulations.
• Responsive Design: Ensuring that the website was fully responsive across all devices, including desktops, tablets, and smartphones, to provide a seamless browsing experience for users on any platform.

Implementation and Testing:

Once the design strategy was finalized, I collaborated closely with the development team to implement the website design. Throughout the development process, I conducted rigorous testing and iterative improvements to ensure that the website met the highest standards of usability and functionality.

Outcome and Impact:

The HomeServe Canada website, designed with a focus on cultural sensitivity and user-centric principles, achieved significant success and positive user outcomes, including:

• Increased User Engagement: +20.2% CVR and increase of 4,000 policy sales in 2023. The website saw a notable increase in user engagement metrics, including longer average session durations and higher page views, indicating that users were more actively interacting with the content.
• Improved Conversion Rates: By streamlining the user journey and providing clear calls-to-action, the website experienced improved conversion rates, leading to higher rates of sign-ups and inquiries from Canadian homeowners.
• Enhanced Brand Perception: The culturally sensitive design elements and localized content helped to foster a sense of connection and trust among Canadian users, enhancing the overall perception of the HomeServe brand within the Canadian market.