Eclipse Global Transportation LLC
Project Overview
Eclipse Global Transportation is a corporate chauffeur and black car service that provides executive transportation for corporate and individual clients in over 600 cities across the globe. The company was in dire need of a complete overhaul of its digital presence, particularly with the website.
What I Did
As a UX specialist, I was responsible for every aspect of the redesign, from planning, strategy, ideation, iteration, design, deployment and beyond. I collaborated with the CEO and Head of Sales to ensure that the new website will meet the goals of the organization.
The Problem
Outdated User Interface and Experience
The existing website suffered from an outdated user interface and experience, impeding user engagement and satisfaction.
Limited Mobile Responsiveness
Poor mobile responsiveness restricted on-the-go access, negatively impacting user reach and accessibility.
Ineffective Information Architecture
Disorganized information architecture made it challenging for users to find crucial information.
Diminished Digital Presence
The company’s online visibility challenges were exacerbated by ineffective SEO strategies, hindering the acquisition of new clients.
Time: The Secret Sauce
The Most Important Ingredient in Every Project
Throughout this project I kept detailed records of how I was spending my time. This helped to build trust with the client by validating my progress.
Iteration isn’t just for websites and apps
It’s for people too! I apply the design thinking process to optimize my professional growth and make sure my time is being fully utilized.
Step 1: Discovery & Exploration
Heuristic Analysis of Old Website
Homepage: Not formatted to fit different screen sizes. Poorly formatted text. Offerings should be links to learn more or reserve a ride. Only Facebook and LinkedIn are live links.
Corporate Services: 1. Text spacing is poor 2. Dropdown menu is a poor choice for highlighting these offerings 3. Cards are a much better choice 4. Each offering should have a “reserve” button
Leisure Services: 1. Dropdown menu is a poor choice for highlighting these offerings 2. Cards are a much better choice 3. Each offering should have a “reserve” button
Showroom: 1. Text spacing is poor 2. Descriptions are too text-heavy. Can have most important information with a “see more” option for full description. 3. Each vehicle slide should have a “reserve” button. 4. Needs new pictures for current vehicles.
Locations: 1. Text spacing is poor 2. Locations should be arranged in a logical order to make cities easy to find.
Contact Us: 1. Form is very long. Especially if the task flow requires a phone call to confirm info and reservation. 2. The background for the form is not visually appealing 3. Does not prompt for credit card info 4. Unclear if Account Number is all that is required to send bill to an account
Main Takeaways From Interviews With Current Office Staff
The current reservation request form on the website is cumbersome and does not serve the clients or staff very well.
Staff often has to call clients to confirm the information from requests submitted online.
The website should be able to provide the information clients need to reduce the need for clients to call in to the office.
Our clients need up-to-date information on our vehicle options so they can book the correct option for their needs.
The website should be better utilized to reduce burden on office staff and free them up to focus on providing exceptional service
The website should be better utilized as an informational and sales tool
Many calls are to set up an account or ask simple questions.
Defining The User Journey
User Journey Map:
After many rounds of iteration the final User Journey Map was completed.
Step 2: Ideation, Strategy, & Design
Design Challenge: Contact Us
Out With The Old
The contact form used on the old website does prompt visitors to provide the necessary information for business purposes; there are too many entry fields and the form is drab, tedious, and uninspired.
Major takeaway is that there is a lot of room for improvement!
Mapping Out The Solution
In order to create a dynamic Contact Form that would serve my client and their customers, I mapped out the full user flow for the form.
This is a vital step when building large, dynamic, and interactive elements to optimize progression and avoid losing potential clients to poor design decisions.
The Final Product
Using JotForm I developed A dynamic Contact Form that adapts to user inputs to make sure that all necessary information is being collected; and nothing more!
Eclipse Before & After
Step 3: Development & Deployment
Step 4: Time To Reflect
After user testing, I identified areas for improvement in the dynamic contact form and made the necessary additions to enhance its functionality.
Baggage meet for more accurate request information.
A pop-up message for the wedding requests to reassure clients that they will be receiving a quote.
Additional field for passenger phone number since this may be different from the person making the reservation.
I am proud to have played a pivotal role in enhancing the digital presence of Eclipse Global Transportation.
Through user-centric design principles, iterative testing, and more; I met project goals and created a new and improved virtual experience for Eclipse to provide to their clients.