TruAbutment Website UX/UI Redesign
Redesigning the website navigation and marketing experience to improve product discoverability and reduce customer service inquiries while enhancing marketing capabilities.
My Role
UX/UI Designer & Information Architect
Results
Reduced customer service inquiries
Timeline
3 months design & implementation
Problem 1: Hidden Product Pages
Customers wanted to purchase products but had to click through multiple layers to find product pages. The structure was hidden behind a hamburger menu with extensive text and dropdowns.
Customer service received frequent inquiries about where to find and purchase products.
Solution 1: Streamlined Navigation
I removed the hamburger menu and brought the most essential Shop button to the forefront, followed by the frequently used Customer Portal.
Created a hover dropdown showing all product lines at a glance, with direct links to product detail and purchase pages.
Hidden navigation behind hamburger menu
Prominent Shop button with hover dropdown
Problem 2: Poor Marketing Platform
The main page featured dull, unhelpful images that provided no value to users. As a company with frequent new product launches, this was a critical marketing opportunity being wasted.
The main page was not serving as an effective marketing tool for new products and events.
Solution 2: Marketing-Focused Design
I implemented a carousel system that allowed marketing to showcase new products and events effectively.
Added event card slides below the carousel to expose customers to marketing and sales events, creating multiple touchpoints for engagement.
Static main page with poor marketing value
Dynamic carousel with event cards
User Experience Improvements
The redesign significantly improved product discoverability and reduced the number of clicks needed to reach product pages.
Customers can now find and purchase products with minimal friction, leading to better conversion rates.
Marketing Effectiveness
The new carousel and event system created multiple marketing touchpoints and improved product launch visibility.
Marketing team can now effectively showcase new products and events to drive customer engagement and sales.
Key Results
Reduction in customer service inquiries
Faster product page access
Increase in marketing engagement
Streamlined navigation with prominent Shop button
Dynamic marketing carousel with event cards