CLS ( City Logistics Services)
I led the end-to-end design and branding for City Logistics Services, focusing on creating a modern website and logo that streamline user experience and reflect the company’s professional identity.
UX Design
City Logistics Services is an asset-based carrier with our own fleet (CLS Express, Inc.).
Started in December 1997 by Tim Brown as a transportation brokerage with total commitment to the
transportation and logistics industry, our goal is to give our customers a competitive advantage on shipping freight.
Based in Nashville, TN for more than 25 years, we are known for honesty, trust, dedication, and care – values embodied by our founder and his family. Tim left a legacy of integrity that is now carried on by his family and their team of loyal employees.
The owner of City Logistics Services (CLS) recognized a significant challenge with the company’s existing lead generation strategy. While the website encouraged users to fill out a quote form, this method often resulted in delays and less personalized customer interactions. For a business that prides itself on building strong client relationships and providing tailored logistics solutions, relying on form submissions wasn’t aligning with their operational goals.
To address this, the owner expressed a clear desire to shift the focus toward call-in CTAs as the primary method of lead generation. Call-in quotes allow for real-time communication, faster responses, and a more personal touch, helping CLS stand out in a competitive market. By emphasizing call-in options across the redesigned website—through prominently placed phone numbers and clear call-to-action buttons—the company aimed to foster stronger connections with potential clients while streamlining the inquiry process.
I strategically placed call-in buttons and the company’s phone number in high-visibility areas, such as the header, footer, and quote request sections. This ensured users had multiple opportunities to make a direct call throughout their browsing experience.
The existing CLS logo failed to represent the company’s professionalism and modern approach to logistics. Its outdated design lacked the clean and reliable aesthetic that clients expect from a trusted logistics provider. This inconsistency weakened CLS’s brand identity and made it harder for the company to stand out among competitors with more polished branding.
I began the project by conducting stakeholder interviews with the CLS owner to gain a deep understanding of their business goals, challenges, and vision for the website. To complement these insights, I conducted user interviews to understand the behaviors, needs, and pain points of potential CLS customers. Using this data, I created personas that represented key user groups, helping to keep user needs at the forefront of the design process. These findings were synthesized through affinity mapping, which revealed patterns and prioritized the most critical areas for improvement.
To ensure the redesigned website met the needs of CLS’s target audience, I developed personas based on insights gathered from stakeholder interviews, user interviews, and industry research. These personas represent the key user groups who interact with CLS’s services, each with distinct goals, frustrations, needs, and motivations.
Using the research insights, I created wireframes to reimagine the website’s structure, emphasizing clear navigation, full redesign of the website, and prominent call-to-action buttons for call-in quotes. After feedback from the CLS owner and usability results, I iterated on the design, refining the layout and incorporating a modern aesthetic. High-fidelity prototypes were developed to showcase the logo redesign and improved user flow
To visualize the structure and layout of the redesigned CLS website, I created low and mid-fidelity wireframes. These wireframes allowed me to focus on the website’s content hierarchy, navigation flow, and placement of key elements—such as the call-in CTAs—without the distraction of visual design. This step was critical for aligning with CLS’s goals and addressing user pain points identified during the research phase.
Before we get into the high-fidelity wireframes, let’s look at what CLS looks like now.
The original CLS website featured an outdated design that lacked clarity and cohesion. The homepage overused a ‘Get a Quote Today’ CTA, spamming it repeatedly, which detracted from the user experience. Additionally, the ‘About Us’ section was inconsistently labeled as ‘Who We Are,’ creating confusion and reducing professionalism. These issues, combined with the lack of engaging visuals and strategic content structure, highlighted the need for a modern, user-focused redesign. This GIF showcases the starting point before the transformation.
Low-fidelity wireframes.
Mid-fidelity wireframes.
I recruited four participants for user interviews from trucking/logistics backgrounds and conducted them over Zoom.
Blake
45 yo, Male, Shipping Logistics Manager
Shannon
46 yo, Female, Procurement for mid-sized company
Betsy
63 yo, Female, Bakery Owner
Jose
38 yo, Male, Fleet Operator Supervisor
The competitive analysis compared DHL, Estes, and LSO to City Logistics Services (CLS) to identify opportunities for CLS to improve its online presence, lead generation strategy, and overall brand perception. The objective was to assess how these competitors design their websites, present their services, and encourage user engagement through CTAs.
City Logistics Services (CLS) needed a brand refresh and a modernized website to improve their digital presence and better align with their business goals. Beyond updating the design, the owner wanted to prioritize call-in quotes over form submissions, which were less effective for their operations.
I designed a clean, modern website and a refreshed logo, while implementing a lead generation strategy focused on call-in CTAs. By strategically placing prominent call-in buttons and phone numbers throughout the website, I created a user journey that encouraged visitors to call directly for personalized quotes, resulting in faster conversions and better engagement.
6 weeks
UI Design
Branding
Testing
Role
Context
Prioritizing Call-In CTAs
Logo Redesign
Research
Personas
Design
Low-fidelity & Mid-fidelity Wireframes
What CLS is Now
Meet the Call CTA
Showcasing Header & Landing CTAs
Showcasing Quote Request Sections & Footer
Competitive Analysis
Key Takeaways
User Interviews
Participants
Solution Results
Solution Results
Key Solution
Duration
Team
Prototype
Personas
High-fidelity Wireframes
Full Competitive Analysis
Total time decrease in call-ins
Target
10% decrease
35%
Time saved after redesign
35% time saved when using call-in quotes after redesign
Call-in quote success
Target
10% increase
42%
Call-in Quotes vs. Form Quotes
42% higher call-in success after redesign
Problem
The primary challenge was to modernize CLS’s outdated website and logo while addressing the owner’s specific goal of prioritizing call-in quotes.
Secondary Problems
1
The old website’s reliance on form submissions didn’t align with the owner’s preference for direct phone inquiries.
2
The outdated logo failed to convey professionalism, potentially leading to missed business opportunities.
3
Poor site navigation and buried CTAs resulted in lower user engagement and conversion rates.
Key Findings
1
The usability testing revealed that the redesigned CLS website successfully addressed major user needs and business goals. Participants found the navigation intuitive, with all users quickly locating key pages like “Get a Quote” within an average of 12 seconds. The call-to-action buttons, especially the “Call Now” option, were highly visible and effective, with 75% of participants preferring to call for quotes due to the ease and immediacy of the process. The remaining participants appreciated the form as a backup but noted that providing an expected response time for submissions would further improve usability.
2
The visual design was well-received, with participants describing the website as modern, professional, and trustworthy. The new logo was particularly praised for its clean and reliable look, which aligned well with the overall design style. Content clarity was another strong point, as all participants could easily understand CLS’s services after exploring the “About Us” and “Services” sections.
3
Overall, the usability testing confirmed the effectiveness of the redesign in creating a seamless, user-friendly experience while meeting the owner’s goals of modernizing the brand and driving more call-in quotes.
Reports
Usability Test Guide
Usability Test Results
“Our old website wasn’t doing us any favors—it looked outdated, didn’t communicate what we offer effectively, and we knew it wasn’t leaving a great first impression. We needed a fresh, professional look that could better represent the quality of our services and help us stand out.”
— Owner of City Logistics Services
“The new website is everything we wanted—clean, professional, and functional.”
— Owner of City Logistics Services
Overview
CLS is a logistics company providing delivery, warehousing, and supply chain management services. While the business was growing steadily, their online presence lagged behind, with an outdated website and logo that didn’t reflect the quality of their services. Additionally, the website’s reliance on form submissions for lead generation wasn’t meeting the owner’s expectations, as call-in quotes allowed for quicker and more personalized responses.
Goals
1
Modernize the website and logo
The existing website and logo felt outdated and unprofessional, which weakened CLS’s credibility. A refreshed design was necessary to build trust with potential clients and accurately represent the company’s high-quality services.
2
Encourage more call-in quotes
The previous website emphasized form submissions, but call-in quotes were more valuable to CLS for faster lead conversion and a more personalized customer experience. The goal was to shift the focus toward direct phone inquiries by promoting call-in CTAs.
3
Enhance usability
Poor navigation and cluttered content made it difficult for users to find key information quickly. Simplifying the layout and improving content hierarchy aimed to increase user engagement and ensure visitors could easily contact CLS.
Goal
The goal of the redesign was to create a logo that embodied CLS’s values of reliability, professionalism, and modernity. The new design needed to be versatile enough for digital and physical applications, while standing out in a competitive logistics market.
Process
1
Research
I analyzed logos from competitors like DHL, Estes, and LSO to identify common design elements that conveyed professionalism and trustworthiness. Additionally, I reviewed CLS’s brand values and the owner’s preferences to ensure the new logo aligned with their vision.
2
Sketching and Concept Development
I began with hand-drawn sketches, exploring clean, minimalist shapes and typography. The concepts emphasized strong, geometric forms to evoke stability and reliability.
3
Refinement
After narrowing down the strongest concepts, I developed digital mockups and experimented with colors, typography, and layouts. I chose a bold sans-serif font for its modern feel and paired it with a simple yet dynamic icon to represent movement and efficiency.
4
Feedback and Iteration
The CLS owner provided valuable feedback throughout the process, helping refine the final design to ensure it resonated with the brand’s goals.
Final Design
Before
CLS
After
Takeaways
1
Navigation Bar
Simplified the navigation bar to include clear, intuitive categories such as “Services,” “About,” and “CLS Express.” This made it easier for users to find relevant information quickly.
2
Hero Section
Designed the homepage hero section to immediately showcase CLS’s core services and included a bold Call (615) 726-1723 CTA for quick engagement
3
Call-to-Action Buttons
Strategically placed CTAs throughout the site, especially at decision points like the end of service descriptions, to encourage users to call for a quote.
4
Footer Design
Designed a footer that included the location and a secondary call-to-action button for added accessibility.
5
Other Pages
Developed a flexible template to maintain consistency across all pages housed within the navigation menu, such as “Services,” “About,” and “CLS Express.” This template ensured a cohesive structure with a clean layout, clear headings, and strategically placed CTAs.
1
Strong Competition with Solid Websites
Both Estes and LSO have well-designed, modern websites, positioning them as strong competitors. Being larger companies, they have more resources to maintain a professional online presence. This highlighted the need for CLS to deliver a high-quality website that could compete on design and usability, despite being a smaller company.
2
Call-In Quotes as a Unique Differentiator
While Estes and LSO provide clear CTAs, they focus primarily on form submissions. CLS had an opportunity to stand out by emphasizing call-in quotes, offering a more personalized and immediate approach to lead generation.
3
Clear Content Presentation is Crucial
DHL presented services in a clear, structured manner, making it easy for users to understand their offerings. This highlighted the importance of improving CLS’s content hierarchy and making key information more accessible.
Old:
New:
Old:
New:
Competitor
Strengths
Weaknesses
DHL
Strong global brand recognition with consistent, professional visuals.
Focused primarily on form submissions; lacks emphasis on direct phone contact.
Estes
Well-designed, modern website with intuitive navigation.
As a larger company, they have greater resources, making it harder for smaller competitors to stand out.
LSO
Clean, modern website with strong regional presence and clear CTAs.
Heavily focused on online form submissions rather than direct call-in quotes.
Call (615) 726 - 1723
297
56
Meet Jordan, a logistics coordinator.
Meet Rachel, a entrepreneur.
GIF
Home
Nav Screens (Services)
Home
Nav Screens (Services)
Now, it’s time to bring these mid-fidelity wireframes to life! With the help of Midjourney, I was able to come up with the perfect images to showcase CLS and truly fit the aesthetic for their website.
The usability testing for the redesigned City Logistics Services (CLS) website focused on evaluating its effectiveness in modernizing the brand’s digital presence, improving navigation, and achieving business goals such as encouraging call-in quotes over online form submissions.
With the help of the usability testing, here are a few iterations that were needed to fully polish the high-fidelity wireframes.
The redesign of the City Logistics Services website successfully transformed the brand’s digital presence, aligning it with modern standards while addressing key business goals. By focusing on intuitive navigation, consistent content labeling, and prominently placed call-to-action buttons, the new design not only improved user experience but also delivered measurable results, such as a 40% increase in call-in quotes. The project showcased the importance of balancing user needs with business objectives and demonstrated how thoughtful design can drive meaningful outcomes. This experience reinforced my commitment to creating solutions that are both impactful and user-centered, and I’m excited to bring this approach to future projects.
This project reinforced the importance of aligning design solutions with both user needs and business objectives. Collaborating closely with the CLS owner allowed me to create a website that not only modernized their brand but also delivered measurable results. Additionally, usability testing highlighted how even small changes, like consistent section labeling, can significantly improve clarity and professionalism.
The redesign of the CLS website was driven by the owner’s desire to modernize the outdated design while retaining the core branding elements, such as the existing color palette. My goal was to create a website that felt fresh, clean, and professional while addressing key usability and branding issues from the previous site.
High-fidelity Wireframes
Usability Testing
Iterations
Wrap Up
Learnings
3/3
1
Call CTA
Removing the “now” in the Call CTA with the number instead.
Iteration:
2
Adding sub-header text
The “sub-header” text is originally under the services, which should be moved under the header.
Iteration:
3
Adding a CTA
Adding a CTA here will make the website come together since this is located above the header. A Call CTA would work perfect here.
Iteration:
CLS ( City Logistics Services)
I led the end-to-end design and branding for City Logistics Services, focusing on creating a modern website and logo that streamline user experience and reflect the company’s professional identity.
UX Design
6 weeks
UI Design
Branding
Testing
Role
Duration
Team
Prototype
Personas
Full Competitive Analysis
City Logistics Services is an asset-based carrier with our own fleet (CLS Express, Inc.).
Started in December 1997 by Tim Brown as a transportation brokerage with total commitment to the
transportation and logistics industry, our goal is to give our customers a competitive advantage on shipping freight.
Based in Nashville, TN for more than 25 years, we are known for honesty, trust, dedication, and care – values embodied by our founder and his family. Tim left a legacy of integrity that is now carried on by his family and their team of loyal employees.
Context
“Our old website wasn’t doing us any favors—it looked outdated, didn’t communicate what we offer effectively, and we knew it wasn’t leaving a great first impression. We needed a fresh, professional look that could better represent the quality of our services and help us stand out.”
— Owner of City Logistics Services
“The new website is everything we wanted—clean, professional, and functional.”
— Owner of City Logistics Services
City Logistics Services (CLS) needed a brand refresh and a modernized website to improve their digital presence and better align with their business goals. Beyond updating the design, the owner wanted to prioritize call-in quotes over form submissions, which were less effective for their operations.
Solution Results
I designed a clean, modern website and a refreshed logo, while implementing a lead generation strategy focused on call-in CTAs. By strategically placing prominent call-in buttons and phone numbers throughout the website, I created a user journey that encouraged visitors to call directly for personalized quotes, resulting in faster conversions and better engagement.
Key Solution
Overview
CLS is a logistics company providing delivery, warehousing, and supply chain management services. While the business was growing steadily, their online presence lagged behind, with an outdated website and logo that didn’t reflect the quality of their services. Additionally, the website’s reliance on form submissions for lead generation wasn’t meeting the owner’s expectations, as call-in quotes allowed for quicker and more personalized responses.
Goals
1
Modernize the website and logo
The existing website and logo felt outdated and unprofessional, which weakened CLS’s credibility. A refreshed design was necessary to build trust with potential clients and accurately represent the company’s high-quality services.
2
Encourage more call-in quotes
The previous website emphasized form submissions, but call-in quotes were more valuable to CLS for faster lead conversion and a more personalized customer experience. The goal was to shift the focus toward direct phone inquiries by promoting call-in CTAs.
3
Enhance usability
Poor navigation and cluttered content made it difficult for users to find key information quickly. Simplifying the layout and improving content hierarchy aimed to increase user engagement and ensure visitors could easily contact CLS.
Goal
The goal of the redesign was to create a logo that embodied CLS’s values of reliability, professionalism, and modernity. The new design needed to be versatile enough for digital and physical applications, while standing out in a competitive logistics market.
Process
1
Research
I analyzed logos from competitors like DHL, Estes, and LSO to identify common design elements that conveyed professionalism and trustworthiness. Additionally, I reviewed CLS’s brand values and the owner’s preferences to ensure the new logo aligned with their vision.
2
Sketching and Concept Development
I began with hand-drawn sketches, exploring clean, minimalist shapes and typography. The concepts emphasized strong, geometric forms to evoke stability and reliability.
3
Refinement
After narrowing down the strongest concepts, I developed digital mockups and experimented with colors, typography, and layouts. I chose a bold sans-serif font for its modern feel and paired it with a simple yet dynamic icon to represent movement and efficiency.
4
Feedback and Iteration
The CLS owner provided valuable feedback throughout the process, helping refine the final design to ensure it resonated with the brand’s goals.
Process
Before
CLS
After
Problem
The primary challenge was to modernize CLS’s outdated website and logo while addressing the owner’s specific goal of prioritizing call-in quotes.
Secondary Problems
1
The old website’s reliance on form submissions didn’t align with the owner’s preference for direct phone inquiries.
2
The outdated logo failed to convey professionalism, potentially leading to missed business opportunities.
3
Poor site navigation and buried CTAs resulted in lower user engagement and conversion rates.
Prioritizing Call-In CTAs
Logo Redesign
Research
Personas
Design
Low-fidelity & Mid-fidelity Wireframes
What CLS is Now
High-fidelity Wireframes
Usability Testing
Iterations
Wrap Up
Learnings
Solution Results
Showcasing Header & Landing CTAs
Showcasing Quote Request Sections & Footer
Meet the Call CTA
The competitive analysis compared DHL, Estes, and LSO to City Logistics Services (CLS) to identify opportunities for CLS to improve its online presence, lead generation strategy, and overall brand perception. The objective was to assess how these competitors design their websites, present their services, and encourage user engagement through CTAs.
The owner of City Logistics Services (CLS) recognized a significant challenge with the company’s existing lead generation strategy. While the website encouraged users to fill out a quote form, this method often resulted in delays and less personalized customer interactions. For a business that prides itself on building strong client relationships and providing tailored logistics solutions, relying on form submissions wasn’t aligning with their operational goals.
To address this, the owner expressed a clear desire to shift the focus toward call-in CTAs as the primary method of lead generation. Call-in quotes allow for real-time communication, faster responses, and a more personal touch, helping CLS stand out in a competitive market. By emphasizing call-in options across the redesigned website—through prominently placed phone numbers and clear call-to-action buttons—the company aimed to foster stronger connections with potential clients while streamlining the inquiry process.
I strategically placed call-in buttons and the company’s phone number in high-visibility areas, such as the header, footer, and quote request sections. This ensured users had multiple opportunities to make a direct call throughout their browsing experience.
The existing CLS logo failed to represent the company’s professionalism and modern approach to logistics. Its outdated design lacked the clean and reliable aesthetic that clients expect from a trusted logistics provider. This inconsistency weakened CLS’s brand identity and made it harder for the company to stand out among competitors with more polished branding.
I began the project by conducting stakeholder interviews with the CLS owner to gain a deep understanding of their business goals, challenges, and vision for the website. To complement these insights, I conducted user interviews to understand the behaviors, needs, and pain points of potential CLS customers. Using this data, I created personas that represented key user groups, helping to keep user needs at the forefront of the design process. These findings were synthesized through affinity mapping, which revealed patterns and prioritized the most critical areas for improvement.
To ensure the redesigned website met the needs of CLS’s target audience, I developed personas based on insights gathered from stakeholder interviews, user interviews, and industry research. These personas represent the key user groups who interact with CLS’s services, each with distinct goals, frustrations, needs, and motivations.
Using the research insights, I created wireframes to reimagine the website’s structure, emphasizing clear navigation, full redesign of the website, and prominent call-to-action buttons for call-in quotes. After feedback from the CLS owner and usability results, I iterated on the design, refining the layout and incorporating a modern aesthetic. High-fidelity prototypes were developed to showcase the logo redesign and improved user flow
To visualize the structure and layout of the redesigned CLS website, I created low and mid-fidelity wireframes. These wireframes allowed me to focus on the website’s content hierarchy, navigation flow, and placement of key elements—such as the call-in CTAs—without the distraction of visual design. This step was critical for aligning with CLS’s goals and addressing user pain points identified during the research phase.
Before we get into the high-fidelity wireframes, let’s look at what CLS looks like now.
Now, it’s time to bring these mid-fidelity wireframes to life! With the help of Midjourney, I was able to come up with the perfect images to showcase CLS and truly fit the aesthetic for their website.
The usability testing for the redesigned City Logistics Services (CLS) website focused on evaluating its effectiveness in modernizing the brand’s digital presence, improving navigation, and achieving business goals such as encouraging call-in quotes over online form submissions.
With the help of the usability testing, here are a few iterations that were needed to fully polish the high-fidelity wireframes.
The redesign of the City Logistics Services website successfully transformed the brand’s digital presence, aligning it with modern standards while addressing key business goals. By focusing on intuitive navigation, consistent content labeling, and prominently placed call-to-action buttons, the new design not only improved user experience but also delivered measurable results, such as a 40% increase in call-in quotes. The project showcased the importance of balancing user needs with business objectives and demonstrated how thoughtful design can drive meaningful outcomes. This experience reinforced my commitment to creating solutions that are both impactful and user-centered, and I’m excited to bring this approach to future projects.
This project reinforced the importance of aligning design solutions with both user needs and business objectives. Collaborating closely with the CLS owner allowed me to create a website that not only modernized their brand but also delivered measurable results. Additionally, usability testing highlighted how even small changes, like consistent section labeling, can significantly improve clarity and professionalism.
The redesign of the CLS website was driven by the owner’s desire to modernize the outdated design while retaining the core branding elements, such as the existing color palette. My goal was to create a website that felt fresh, clean, and professional while addressing key usability and branding issues from the previous site.
The original CLS website featured an outdated design that lacked clarity and cohesion. The homepage overused a ‘Get a Quote Today’ CTA, spamming it repeatedly, which detracted from the user experience. Additionally, the ‘About Us’ section was inconsistently labeled as ‘Who We Are,’ creating confusion and reducing professionalism. These issues, combined with the lack of engaging visuals and strategic content structure, highlighted the need for a modern, user-focused redesign. This GIF showcases the starting point before the transformation.
Low-fidelity wireframes.
Mid-fidelity wireframes.
I recruited four participants for user interviews from trucking/logistics backgrounds and conducted them over Zoom.
Competitive Analysis
Competitor
Strengths
Weaknesses
DHL
Strong global brand recognition with consistent, professional visuals.
Focused primarily on form submissi-ons; lacks emphasis on direct phone contact.
Estes
Well-designed, modern website with intuitive navigation.
As a larger company, they have greater resources, making it harder for smaller competitors to stand out.
LSO
Clean, modern website with strong regional presence and clear CTAs.
Heavily focused on online form submissions rather than direct call-in quotes.
Key Takeaways
1
Strong Competition with Solid Websites
Both Estes and LSO have well-designed, modern websites, positioning them as strong competitors. Being larger companies, they have more resources to maintain a professional online presence. This highlighted the need for CLS to deliver a high-quality website that could compete on design and usability, despite being a smaller company.
2
Call-In Quotes as a Unique Differentiator
While Estes and LSO provide clear CTAs, they focus primarily on form submissions. CLS had an opportunity to stand out by emphasizing call-in quotes, offering a more personalized and immediate approach to lead generation.
3
Clear Content Presentation is Crucial
DHL presented services in a clear, structured manner, making it easy for users to understand their offerings. This highlighted the importance of improving CLS’s content hierarchy and making key information more accessible.
Call (615) 726 - 1723
297
56
Old:
New:
Old:
New:
Interviews
Blake
Shannon
Betsy
Jose
Participants
45, Male, Shipping Logistics Manager
46, Female, Procurement for mid-sized company
63, Female, Bakery Owner
38, Male, Fleet Operator Supervisor
Meet Jordan, a logistics coordinator.
Meet Rachel, a entrepreneur.
Home
Nav Screens (Services)
Home
Nav Screens (Services)
GIF
High-fidelity Wireframes
Key Findings
1
The usability testing revealed that the redesigned CLS website successfully addressed major user needs and business goals. Participants found the navigation intuitive, with all users quickly locating key pages like “Get a Quote” within an average of 12 seconds. The call-to-action buttons, especially the “Call Now” option, were highly visible and effective, with 75% of participants preferring to call for quotes due to the ease and immediacy of the process. The remaining participants appreciated the form as a backup but noted that providing an expected response time for submissions would further improve usability.
2
The visual design was well-received, with participants describing the website as modern, professional, and trustworthy. The new logo was particularly praised for its clean and reliable look, which aligned well with the overall design style. Content clarity was another strong point, as all participants could easily understand CLS’s services after exploring the “About Us” and “Services” sections.
3
Overall, the usability testing confirmed the effectiveness of the redesign in creating a seamless, user-friendly experience while meeting the owner’s goals of modernizing the brand and driving more call-in quotes.
Reports
Usability Test Guide
Usability Test Results
3/3
1
Call CTA
Removing the “now” in the Call CTA with the number instead.
Iteration:
2
Adding sub-header text
The “sub-header” text is originally under the services, which should be moved under the header.
Iteration:
3
Adding a CTA
Adding a CTA here will make the website come together since this is located above the header. A Call CTA would work perfect here.
Iteration:
Total time decrease in call-ins
Target
10% decrease
35%
Time saved after redesign
35% time saved when using call-in quotes after redesign
Call-in quote success
Target
10% increase
42%
Call-in Quotes vs. Form Quotes
42% higher call-in success after redesign
Takeaways
1
Navigation Bar
Simplified the navigation bar to include clear, intuitive categories such as “Services,” “About,” and “CLS Express.” This made it easier for users to find relevant information quickly.
2
Hero Section
Designed the homepage hero section to immediately showcase CLS’s core services and included a bold Call (615) 726-1723 CTA for quick engagement
3
Call-to-Action Buttons
Strategically placed CTAs throughout the site, especially at decision points like the end of service descriptions, to encourage users to call for a quote.
4
Footer Design
Designed a footer that included the location and a secondary call-to-action button for added accessibility.
5
Other Pages
Developed a flexible template to maintain consistency across all pages housed within the navigation menu, such as “Services,” “About,” and “CLS Express.” This template ensured a cohesive structure with a clean layout, clear headings, and strategically placed CTAs.