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YEAR

2020/2021

LIVE SITE

PROJECT

Brand Development
Website Development

THE DREAM TEAM

Astrid Manzo | Team lead, UX, Web Design & WordPress Development
Chrissy Auger PhD | Content DevelopmentTaylor Rutan | SEO & Content DevelopmentBridgett Taylor | SEM & PPCAna Naranjo | Logo Illustration

THE DENT TROOPER

The Dent Trooper is a paintless dent repair company local to the Tampa Bay area in central Florida. 

The owner of The Dent Trooper communicated to us that his website wasn’t performing nearly as well as he had expected and that he wasn’t getting any leads anymore compared to a few months prior.

COMPANY SIZE

3 People

THE CHALLENGE

1. Create a website to stand out from the competition.
2. Generate more leads by having a clear call to action.
3. Create an easy and efficient sales process.

THE SOLUTION

1. A modern and friendly website that complements well the nature of the craft.
2. An IA that is informative and invites to complete the CTA.
3. A new process from the customers' first contact until after the job has been completed.

THE RESULTS

1. A website with an ever-evolving strategy which has been extremely successful thus far.
2. An increase in form fills and the quality of leads which turn into actual customers.
3. An increase in jobs scheduled and a pleasant experience for the customers.
Partial prototype of the home page - v1

THE PROCESS

For this project, we used a variation of the design thinking methodology. 
1. Discovery
  • Understand, empathize
  • Competitive research
  • Interviews
  • Personas
  • User Journey Maps
  • Surveys
  • Analytics tracking
2. Design
3. Build/Test
  • BrowserStack testing
  • Usability testing
  • A/B testing
User Journey Map - Persona #1 Tom

INITIAL FINDINGS

After carefully studying The Dent Trooper’s old site and strategy, we were able to identify some of the most evident issues:
  • The website was infested with malware causing users to land on a phishing page. Later on, it was discovered that one of the plugins had a security vulnerability and it was exploited
  • The PPC ads weren’t optimized for optimal results
  • The language of the website didn’t communicate what the company wanted to say to its customers
  • The Dent Trooper’s customer experience was far from ideal and people were frustrated with the overall process

COMPETITIVE ANALYSIS


Each member of the team conducted competitive analysis based on their specific area of expertise (UX, SEO, Content).

We analyzed similar PDR (paintless dent repair) companies, the biggest PDR companies and other local PDR companies. These are some of the common characteristics we found:
  • Being a service-based industry means that testimonials/reviews provide a strong leverage when deciding which company to hire.
  • “Before & Afters” are used in order to showcase the quality of the work
  • Lack of strategic call to actions
  • Text-heavy pages
  • Use of long and tedious forms or generic forms
  • Accessibility issues
  • Responsiveness issues
  • Confusing information architecture

SITEMAP & IA

There were several main points to include on the home page for optimal delivery of useful information.
  • Clear and obvious location (Tampa Bay Area) and serviced areas
  • Brief explanation of what PDR entails with a link to more detailed information
  • A comparison table to visually explain the benefits of PDR compared to traditional body shops
  • Testimonials section from Google Reviews. Our research shows us that people in the area are using Google Reviews over other similar sites for this type of services so we decided to focus on Google Reviews for now
Sitemap

WHY RESEARCH MATTERS

COMPARISON TABLE + COPY
During our research and previous observations, we discovered that most people didn’t really know PDR is. We also confirmed this by analyzing the communications between the company and the customers.

This is why our biggest focus for the home page was to explain what PDR is, when it is an effective method, and how it compares to traditional repair.
FAQ
Upon interviewing the owner and further analyzing the interactions with the customers, we came up with a list of frequently asked questions. The idea behind this was to have all of the available information readily available in one place where potential customers could easily found answers to their questions without needing to reach out to the company.
THE FORM
We tested two different forms and asked users to rate their ease-of-use right after submitting the form. Since the form was rather long, our two options were a regular form and a multi-step form. The feedback we received favored the multi-step form and it’s the one we decided to keep for now.
THE MOST IMPORTANT FIELDS
Zip Code: the zip code field was one of our new additions to the form. This allows us to know if the customer is the area of service without asking for the full address which is of course sensitive information that not everyone would like to share.

Additionally, The Dent Trooper uses this information when creating estimates and communicating available dates to the customers before they have accepted the estimate.

Does The Dent Have Any Paint Damage?: The second key question helps us instantly determine if the job can be done. Sometimes it’s not clear by just looking at the picture if paint damage exists so our solution was to include this question in the form.
COMPANY-CUSTOMER INTERACTION
Before our intervention, The Dent Trooper wasn’t capturing all of the information needed to create estimates without extra back and forth. We wanted to make this process more efficient and convenient for the company and the customers.
THE RESULTS IN NUMBERS
The Dent Trooper’s website has been receiving an average of 70 to 80 form fills every 30 days compared to less than 20 in the same amount of time before.
Our traffic has increased almost four times and the bounce rate has been reduced by nearly 6%.
LESSONS FROM THE DENT TROOPER PROJECT
User testing and research never ends.
We’re still actively working on this project and it’s been extremely interesting to analyze customers’ feedback, interactions and struggles in order to design and test solutions for their frustrations. This project has been a big and successful experiment and one that will continue to evolve and iterate as we gather more data and customer feedback.

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