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SBI
Redesign

Redesign the SBI website for a more user-friendly flow

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Project Overview

What is it?

Smart Building Integrators (SBI) is a dynamic and forward-thinking technology integration small business specializing in delivering end-to-end infrastructure solutions tailored to meet the evolving demands of modern environments.

My Role

UX Design, UI Design, Information Architecture

Team

1 UX designer, 1 PM 

Tools

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Results

  • Reduced Bounce Rate: Had bounce rate of 70%+. Brought that down to 40%–50%.

  • Lowered "Task Completion Time": In user testing, it previously took 60 seconds to find a specific resource (like a contact form or a member directory), I cut that by 30–50%.

  • Mobile Traffic Share: The site wasn't mobile-friendly, modernizing it grew our mobile user base by 20–30%.

  • Raised Click-Through Rate (CTR) on Main CTA: Added a clear "Contact" button as part of the modernization. Raised to 3% CTR.

Problem

The original site was a "leaky bucket." Despite attracting traffic, users were leaving almost immediately.

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  • High Friction: Important resources (like contact forms and directories) were buried under deep navigation layers.

  • Poor Accessibility: The site was not responsive, effectively locking out the growing segment of users browsing on mobile devices.

  • Weak Information Architecture: Users felt overwhelmed by the layout, leading to a bounce rate of over 70%.

Solution

  • Mobile-First Redesign: Rebuilt the site on a responsive grid, ensuring all buttons and forms were touch-friendly.

  • CTA Optimization: Added a persistent "Contact" button in the primary navigation.

  • Streamlined Navigation: Flattened the information architecture. What previously took 4 clicks now takes 1 or 2.

  • Visual Hierarchy: Used whitespace and modern typography to guide the eye toward "Resource Highlights" rather than a wall of text.

Usability Testing

I conducted Moderated Remote Usability Testing. I watched five participants interact with the legacy site in real-time as they attempted to find a specific contact form.

  • Observation: Users frequently clicked the "About" section, looking for contact info because there was no prominent CTA.

  • Pain Point: On mobile, users had to "pinch and zoom" to read text, leading to immediate frustration and site abandonment.

  • Task Completion Time: It took users an average of 60 seconds to find a specific resource—a lifetime in digital UX.

Key Insights

  • During initial testing, I observed that users took an average of 60 seconds just to locate the specific service they wanted. This friction was a primary contributor to our high bounce rate. Through structural navigation changes, I reduced this task time by 50%, allowing users to connect with resources in half the time.

Challenges

The primary challenge was "Information Density vs. Simplicity." SBI provides a wealth of data and resources. The stakeholder requirement was to keep all existing resources accessible without the interface feeling cluttered. I had to find a way to modernize the UI while ensuring that "power users" who relied on the directory didn't feel lost in a simplified version.

Takeaways

Watching users in real time showed me exactly where they were struggling. This helped me cut task time in half. I learned that mobile-friendly design and clear buttons are essential for growth. These changes increased our traffic and kept more people on the site.

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Mobile

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