I lead a website redesign of Long’s Gas to increase customer conversions and to improve the user experience to increase customer retention.
Lead UX Designer
Web Developer
Long's Gas
When Long’s Gas came to my team at CR Marketing, the website they had was outdated and did not reflect them as a business. Long’s Gas wanted to revamp their website with a focus on making sure their existing customers could easily find all the relevant information about propane and their account. Long’s also wanted to make the process of switching to Long’s gas as easy for the customer as possible.
For this project, I worked in a team consisting of a Project Manager, an Art Director, and a Graphic Designer.
My team's first step was to meet with the client to understand what about their current site they wanted to keep, and where the client thought that the website could be improved.
From this meeting, we understood that the stakeholder wanted to keep the message of Long’s Gas, “Delivering Propane for over 60 years, satisfied customers are the foundation of Long’s Gas”.
Following the stakeholder meetings, I conducted a content audit to understand the current site structure and layout of the information. I took inventory of the pages and content and sorted them into 6 different categories, which would later become the foundation for the different navigational elements, these included New Customers, Existing Customers, Services, About Us, About Propane, and Contact.
My Next steps were to conduct a competitive landscape analysis of other propane companies to compare and contrast what is working well with their sites and what can be improved.
From the information I gathered, I proceeded to hold another meeting with the client to discuss my findings.
With this meeting and feedback from the stakeholder, I began writing down important notes that would influence my future designs,
things like the color and font choices that resonate the most with the stakeholder and the layout that worked best to deliver information about propane.
I started by creating a low-fidelity wireframe of a homepage and a general page setup that I would use as a guideline for the remaining pages. The home page has the logo in the top left, with the most important links across the navigation menu. Below follows a hero banner and then quick links for both new customers and returning customers.
Once I had wireframed a basic outline, My team Q.A. tested and iterated on the development of some of the pages. The major changes took place with both the "New Customer" page and the "Customer Tools" page, which started as "Current Customers". During this time, I conversed with the client through email and phone calls to keep them updated with the site. The client wanted a customer tools page that would serve as a hub for closely related information pages. This way, the users would not need to dig around for information as it would be presented to them.
After we had completed our testing of the layouts, we finalized our designs and started to implement them.
To match our project goals, we followed a grid page format for the layout and we
reorganized all of the information hierarchy to improve searchability and readability.
One of our biggest changes was adding in a customer request form on the new customer pages,
with this we were able to quickly allow new customers to sign up for service. Once my team had created
the assets and built out the pages, the last step was to add metadata to improve the SEO results
and aid website crawlers.
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