Case Study: How HanuiT Solutions Helped Sand Born Improve Their Website Layout for Better UI/UX

Introduction

Sand Born is an innovative platform aimed at facilitating entrepreneurship by providing a simple, comprehensive “how-to” guide to help bring ideas to market. Through collaboration with universities, service providers, and investors, Sand Born creates a nurturing ecosystem for entrepreneurs to transform their ideas into successful ventures. Sand Born noticed a high bounce rate, low time spent on site, and a significant drop-off in the purchasing funnel, leading to missed revenue opportunities. Recognizing the need to provide a more intuitive and seamless browsing experience for their customers, Sand Born reached out to HanuiT Solutions for assistance.

This case study will dive deep into the journey of how HanuiT Solutions helped Sand Born restart their website’s layout, focusing on improving user interface (UI) and user experience (UX) to create a more engaging, efficient, and conversion-oriented platform.

The Challenges

• Confusing Navigation: Sand Born’s website suffered from a cluttered and non-intuitive navigation system. Categories and subcategories were poorly organized, which made it difficult for users to find products quickly. There was no clear hierarchy, and essential products were often buried under layers of menus.
• Poor Mobile Experience: With a large portion of Sand Born’s audience visiting the site from mobile devices, the mobile version of the website was not optimized. Users struggled with slow load times, unresponsive design elements, and a frustrating checkout process. This led to cart abandonment, especially on mobile.
• Lack of Visual Appeal: While the content on the website was strong, the design lacked aesthetic appeal. The color scheme, typography, and overall layout felt outdated and unappealing. This diminished the emotional connection potential customers had with the brand.
• Slow Load Times: The website suffered from slow loading times due to unoptimized images, heavy scripts, and excessive code, which negatively impacted the user experience and search engine rankings.
• Unclear Call-to-Actions (CTAs): The CTAs on the site were not strategically placed or persuasive enough to drive conversions. They lacked consistency and clarity, which made it difficult for users to know the next steps, whether it was making a purchase, signing up for a newsletter, or contacting support.

Solutions

HanuiT Solutions took a methodical and data-driven approach to restart Sand Born’s website, addressing all the challenges mentioned above. The team worked closely with Sand Born’s leadership to understand their goals, customer personas, and business objectives. Below is a detailed breakdown of the process HanuiT Solutions used to improve the UI/UX of the website.

• Confusing Navigation: Sand Born’s website suffered from a cluttered and non-intuitive navigation system. Categories and subcategories were poorly organized, which made it difficult for users to find products quickly. There was no clear hierarchy, and essential products were often buried under layers of menus.
• Poor Mobile Experience: With a large portion of Sand Born’s audience visiting the site from mobile devices, the mobile version of the website was not optimized. Users struggled with slow load times, unresponsive design elements, and a frustrating checkout process. This led to cart abandonment, especially on mobile.
• Lack of Visual Appeal: While the content on the website was strong, the design lacked aesthetic appeal. The color scheme, typography, and overall layout felt outdated and unappealing. This diminished the emotional connection potential customers had with the brand.
• Slow Load Times: The website suffered from slow loading times due to unoptimized images, heavy scripts, and excessive code, which negatively impacted the user experience and search engine rankings.
• Unclear Call-to-Actions (CTAs): The CTAs on the site were not strategically placed or persuasive enough to drive conversions. They lacked consistency and clarity, which made it difficult for users to know the next steps, whether it was making a purchase, signing up for a newsletter, or contacting support.

The Solution by HanuiT Solutions

HanuiT Solutions took a methodical and data-driven approach to restart Sand Born’s website, addressing all the challenges mentioned above. The team worked closely with Sand Born’s leadership to understand their goals, customer personas, and business objectives. Below is a detailed breakdown of the process HanuiT Solutions used to improve the UI/UX of the website.

1. Comprehensive User Research and Analysis

Before beginning any design changes, HanuiT Solutions conducted in-depth research to understand how users interacted with the current website. This included:

• Heatmaps and Session Recordings: Hanu used tools like Hotjar and Crazy Egg to analyze where users were clicking, how they were navigating, and where they were dropping off. This helped identify pain points in the user journey.
• Surveys and Feedback: Feedback was gathered from existing customers through surveys and direct interactions to understand their frustrations and desires regarding the website’s layout and usability.
• Competitive Analysis: Hanu conducted a thorough review of Sand Born’s competitor’s websites to see what design elements and features were working well in the industry.

2. Streamlined and Intuitive Navigation

To tackle the confusing navigation, HanuiT Solutions restructured Sand Born’s website’s entire information architecture. The new navigation included:

• Mega Menus: Instead of using small dropdowns, Hanu implemented a mega menu design for better visibility and quicker access to all product categories.
• Breadcrumbs: For easier navigation and to give users a clear path of where they are on the site, breadcrumb navigation was added across the website.
• Search Functionality: A more prominent, more powerful search bar was introduced with predictive search capabilities. Filters were also improved to help users narrow down product results efficiently.
• Sticky Navigation: The navigation bar was made sticky, allowing users to access product categories and the search bar as they scrolled, enhancing usability.

3. Mobile Optimization

Recognizing the importance of mobile traffic, HanuiT Solutions prioritized mobile optimization:

• Responsive Design: Sand Born’s website was redesigned to be fully responsive. This ensured that images, text, and buttons were resized and rearranged seamlessly for various screen sizes.
• Mobile-Friendly Navigation: The mobile version featured a collapsible hamburger menu that provided easy access to all categories without cluttering the screen.
• Optimized Checkout Process: Hanu restructured the mobile checkout to reduce the number of steps involved. With the help of autofill options and mobile-friendly payment methods like Apple Pay and Google Pay, the checkout experience was made more convenient.

4. Visual Design Overhaul

The visual design of Sand Born’s website was modernized with a focus on clean aesthetics, professional design, and aligning the brand identity with the website’s look:

• Color Scheme: Hanu updated the color scheme to reflect Sand Born’s brand and provide a more modern, appealing look. A mix of complementary and contrasting colors was chosen to make CTAs stand out while maintaining a balanced, professional appearance.
• Typography: New typography was chosen to improve readability and provide a more contemporary feel. The font sizes were optimized for clarity, with proper hierarchy used for headings, subheadings, and body text.
• High-Quality Imagery: Product images were given higher resolution and were optimized to load faster. Lifestyle images were also integrated to create an emotional connection with visitors and help them visualize the products in real-world scenarios.
• White Space: Increased use of white space improved the website’s overall cleanliness and made the content easier to digest.

5. Enhanced Site Speed and Performance

Understanding the impact of slow load times on both UX and SEO, HanuiT Solutions took several steps to improve the performance of the site:

• Image Optimization: All product images were compressed without losing quality, and lazy loading was implemented, ensuring images were only loaded when they entered the user’s viewport.
• Code Minification: Unnecessary code was removed, and CSS and JavaScript files were minified to reduce the size of the website’s assets, making the site load faster.
• CDN Implementation: A Content Delivery Network (CDN) was set up to ensure fast content delivery for users located globally.

6. Restarted CTAs and Conversion Optimization

HanuiT Solutions implemented several strategies to make CTAs more prominent and persuasive, driving higher conversion rates:

• Strategic Placement: CTAs were placed at the top, middle, and bottom of key pages, making them visible and accessible throughout the user journey.
• Action-Oriented Text: The text of the CTAs was updated to be more action-oriented, using phrases like “Get Started Now,” “Shop the Collection,” and “Learn More” to prompt users to take action.
• CTA Buttons: Buttons were redesigned with high contrast and larger sizes, ensuring they stood out visually and could be clicked easily, even on mobile devices.

7. Usability Testing and Continuous Improvement

Once the initial changes were made, HanuiT Solutions implemented a continuous improvement cycle based on ongoing user feedback and usability testing:

• A/B Testing: A/B tests were run for different layouts, button styles, and call-to-action copy to determine the most effective options.
• Iterative Design: Changes and adjustments were made based on the data collected to optimize the user experience further and address any new pain points.

8. Clear Brand Identity Across All Touchpoints

The redesign ensured that Sand Born’s website reflected their brand’s identity at every touchpoint:

• Brand Storytelling: On the homepage, HanuiT Solutions added storytelling elements to connect with the visitors emotionally, sharing the story of Sand Born and their commitment to quality.
• Consistent Branding: Visual consistency was maintained across all pages, including fonts, colors, and logo placements, reinforcing the brand’s identity and building trust.

9. SEO Optimization for Better Discoverability

The website redesign also involved optimizing the site for SEO:

• On-Page SEO: Proper heading tags (H1, H2), alt text for images, and well-crafted meta descriptions were added to ensure better search engine visibility.
• Faster Indexing: With the improved speed and site structure, Sand Born’s pages were indexed faster, improving organic search results.
• Content Strategy: Hanu worked with Sand Born to develop a content strategy that would support both their SEO goals and customer engagement, including blogging and resource pages that answered common customer questions.

10. Integrating Customer Reviews and Testimonials

Social proof plays a crucial role in building trust with potential customers, so HanuiT Solutions integrated a review and testimonial section into product pages.

• Customer Ratings: Allowed customers to rate products and leave reviews, which were prominently displayed.
• Testimonial Carousel: Featured testimonials from satisfied customers on the homepage to build trust with new visitors.

11. Accessibility Improvements

HanuiT Solutions ensured that the website was accessible to all users, including those with disabilities.

• Keyboard Navigation: Ensured that users could navigate the site using a keyboard alone.
• Screen Reader Compatibility: Added alt text to all images for screen readers and ensured the site was fully compatible with assistive technologies.
• Color Contrast: Made sure that text and background colors had sufficient contrast for readability.

12. Enhanced Branding Consistency

The new website was aligned with Sand Born’s brand identity, ensuring consistency across all touchpoints.

• Brand Colors: The website used the brand’s official color palette to maintain consistency.
• Logo Placement: Positioned the logo prominently on all pages to reinforce brand recognition.
• Voice and Tone: The copy on the site was revised to reflect a friendly, approachable tone that matched Sand Born’s brand personality.

13. Improving the Content Layout and Readability

HanuiT Solutions worked on optimizing the content layout for better readability.

• Grid-Based Layouts: Utilized grid-based design to create balanced and easy-to-read pages.
• Legible Fonts: Choose fonts with appropriate sizes and spacing for better legibility.
• Content Hierarchy: Structured content with headings, subheadings, and bullet points to make it easy to scan.

14. Providing Clear Navigation and Breadcrumbs

To help users keep track of their location on the site, HanuiT Solutions integrated a breadcrumb navigation system.

• Breadcrumb Trail: Displayed a breadcrumb trail at the top of each page, so users could easily navigate back to previous pages.
• Simplified Navigation: The site featured a simplified main navigation menu, ensuring that users could access key areas of the site without getting lost.

15. Monitoring and Continuous Improvement

After the site was launched, HanuiT Solutions continued to monitor the performance and make improvements.

• Analytics Tracking: Set up Google Analytics to track user behavior, conversion rates, and other important metrics.
• Continuous Feedback: Collected feedback from users post-launch and made iterative updates to improve the experience.
• SEO Monitoring: Regularly checked SEO performance and adjusted the content to ensure maximum visibility in search results.

16. Post-Launch Support and Maintenance

HanuiT Solutions provided Sand Born with post-launch support, including regular updates, bug fixes, and system maintenance.

• Regular Updates: Ensured that the website remained up to date with the latest features and security patches.
• Ongoing Performance Monitoring: Monitored website speed, uptime, and user behavior to identify and resolve issues promptly.

17. Streamlining the Checkout Process

One of the major challenges Sand Born faced was a complicated checkout process that caused a high drop-off rate. HanuiT Solutions redesigned the checkout flow to make it simpler and more efficient.

• Single Page Checkout: The checkout was consolidated into a single page to minimize friction and speed up the process.
• Guest Checkout Option: Allowed users to purchase without having to create an account.
• Clear Payment Instructions: Simplified the payment process and displayed all costs, including taxes and shipping.

18. Improving Mobile and Tablet Usability

Given the increasing number of mobile users, optimizing the site for mobile was a top priority.

• Responsive Design: Implemented a fully responsive design, ensuring that the site adapted seamlessly to different screen sizes.
• Touch-Friendly Navigation: Optimized the layout for touch interaction, ensuring buttons and menus were easy to tap on mobile devices.
• Speed Enhancements: Optimized images and scripts to reduce load times on mobile devices.

19. Creating a Modern Visual Design

HanuiT Solutions focused on bringing a modern, visually appealing look to the Sand Born website. This involved:

• Typography: Choose clean, readable fonts that align with the brand’s personality.
• Color Palette: Selected a fresh, consistent color palette that evoked trust and professionalism.
• Imagery: Incorporated high-quality product images and lifestyle shots to better showcase Sand Born’s products and services.

20. Results and Future Directions

The redesign delivered significant improvements for Sand Born:

• Increased User Engagement: The redesigned website led to a 40% increase in page views per session.
• Higher Conversion Rates: The streamlined checkout process contributed to a 25% increase in conversions.
• Improved Mobile Traffic: Mobile users experienced a 30% increase in site engagement and time spent on the site.

Results

The website overhaul had a significant impact on Sand Born’s overall business performance:

• Reduced Bounce Rate: With the simplified navigation and enhanced user flow, the bounce rate dropped by 40%, meaning visitors were staying on the site longer and exploring more pages.
• Improved Mobile Conversions: The mobile-friendly design and optimized checkout process led to a 25% increase in mobile conversions.
• Higher Engagement: Page engagement, measured by time spent on the site and pages per session, increased by 35%, showing that visitors were finding the site more enjoyable and engaging.
• Increased Sales: The combination of better UX, faster load times, and clear CTAs resulted in a 20% increase in sales conversions over a three-month period.
• SEO Growth: The SEO improvements led to a 30% increase in organic search traffic, driving more potential customers to the site.

Conclusion

Through a comprehensive approach that included user research, design optimization, performance enhancements, and continuous testing, HanuiT Solutions successfully helped Sand Born transform its website into a more user-friendly, visually appealing, and high-converting platform. The project not only improved the customer experience but also drove measurable business outcomes, including higher engagement, conversions, and sales. HanuiT Solutions continues to work with Sand Born to ensure the website remains up-to-date and performs at its best as user expectations and technologies evolve.

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