Landing Page Design for a Construction Startup
EquipmentShare is a Y-Combinator backed construction startup that focuses on heavy equipment rental and selling of individual construction parts to small businesses. As a UX Design Intern, I needed to find a way to increase sales of our individual parts utilizing landing pages that would support the online ads created by my team.
This project showcases the 4 landing pages I made within my 8 week internship, highlighting desktop and mobile layout decisions, 3D animation, and building A/B testing designs for conversion optimization.
Contribution: Landing Page Design and Implementation, 3D Animation, Interaction Design
Role: UX Design Intern
Duration: June - August 2023
Tools: Figma, Blender, After Effects, Premiere Pro, Photoshop Unbounce,
Construction is about
finding the perfect fit
With numerous manufactures for the same type of machine, finding the correct part number was a challenge small businesses face when completing repair or maintenance. EquipmentShare sells both the manufacturer replacement parts (OEM) and the after market versions which are usually cheaper than OEM’s.
As a result of this nuance, small businesses often place orders through the phone to ensure they are buying the correct part. With limited team members to speak to, I needed to find a way to simplify the information collection process while still enticing users to purchase.
How might we increase sales of specific items while reducing the time required to process orders?
Researching use cases
to improve conversions
As I was diving into a completely new industry, I spent some time initially to gain a better understanding of the 4 products we wanted to sell.
To reduce the time spent collecting background information on call-in orders, I leveraged a type form and worked with our distribution stakeholders to identify the most important information required to start the order process. We settled on few boxes for contact information and an overall machine description.
While each product we sold was different, I prioritized a layout design that gave conversion information above the fold which was a result prior research my manager had conducted.
Within mobile, I coupled impactful media with the top brands we sell to establish consumer confidence quickly without needing to scroll.
Researching competitors showed me that strong desktop design was lacking within the construction space. As a result, I focused on converting users above the fold utilizing a Z-Pattern for information that would cater to users who chose not to scroll and reduce the amount of clicks other patterns such as sequence maps required.
Leveraging my understanding 3D software, I modeled and animated one of our products in a open source 3D software called Blender to increase engagement on the page.
Throughout the design process, I spoke to multiple stakeholders to better understand how I could design with their workflow in mind. Leveraging 3D animation, a JQuery Library for interaction design, and motion graphics to build a set of pages that would stand out from our competitors and simplify our order process.
I would have liked to dive into the analytics of each of the ads and see how my A/B testing designs could improve with a heat map of user’s interactions. While it wasn’t an option in the internship timeline, I think speaking to users to gain a better understanding of their purchasing decisions would have improved the confidence in the designs I created.
With numerous events and intern experiences, I’m thankful that I could aid in a growing industry and learn more about what it means to be a designer.
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