UI/UX Design
Elevating User Experience, Safety, and Innovation in Every Click
Project Overview
As a strategic international B2B partner, Actavo manages diverse contracts in Network & In-Home Services, Industrial Services, Events Infrastructure, and Modular Buildings across Ireland, the UK, the Caribbean, and the Middle East.
Challenges & Objectives
Given Actavo's primary focus on B2B operations and ongoing recruitment for key contracts, the project aimed to address these priorities. Notably, during the site's development, Actavo divested its Hire and Sales division, previously a major source of website traffic. Consequently, the site's usage shifted to different purposes for users.
Primary Goals:
Streamline user experience and enhance overall navigation for improved usability.
Develop a robust careers section with specified integration for seamless job applications.
Introduce a new projects section, featuring multiple case studies for each division and service.
Design flexible landing pages to accommodate future services and campaigns effortlessly.
Key Considerations:
Sold the Hire and Sales division during website development, impacting site traffic.
Site usage focused on job applications and exploring Actavo for clients, stakeholders, and potential employees.
Not measured by traffic volume but prioritises usability and inquiries via contact forms and job applications.
Last but not least, we conducted stakeholder and client interviews through surveys to gather insights on business goals, key success metrics, and user needs. These interviews helped us understand feature expectations and assess market position. This approach ensures the design is user-centered, meets business objectives, and stands out competitively.
The UX research began with an in-depth analysis, leveraging analytics to examine quantitative data. This helped generate insights from key metrics that reflect the overall quality of the user experience, as well as details about the users, including the devices they use.
The HotJar heat-maps enable us to capture and observe highly active elements of the site, therefore discovering what grabs visitor attention. These specific hot points enable us to find content that has the potential to persuade visitors and reveal overall behaviour.
Furthermore, we can find experience barriers where sections are repeatedly clicked, but there is no link available, or sections that are ignored and do not attract enough attention.
We reviewed the site which utilises our expertise and experience to heuristically evaluate the current site. This section aimed to identify any potential design issues and improvement opportunities that could be tackled within the project.
We then conducted a competitor analysis, examining several competitor websites to better understand industry standards, identify best practices, and uncover design patterns familiar to the users. This analysis identifies benchmark sites that could introduce elements to elevate the site above its competitors.
We prioritised user-friendly navigation for Actavo, designing a structured system for intuitive exploration by sector, location, or service. A site-wide search feature was added, reducing information overload. Engaging modules, including reactions on cursor interactions, were introduced for a more stimulating experience. An interactive map on the locations page showcased Actavo's global reach, enhancing approachability and usability for users seeking location-specific service information.
Additionally, we revamped the CTA system to boost site interaction and leads. This included distinguishing primary and secondary actions ('Contact' vs. 'About Us') for improved click-through and user flow. The prominent 'Contact' button encourages user engagement throughout the journey, following Kooba's accessibility best practices. Additionally, on the contact information page, users can easily connect with Actavo by filtering contacts based on service or office location, providing a flexible and user-friendly approach.
We transformed the homepage by integrating diverse content types, including Services, International Reach, and Careers. This redesign offers a more engaging and insightful user experience. Outdated content has been updated, and visuals now align with Actavo's key messages and values, effectively showcasing its capabilities and thought leadership.
The Results
The impact of the new website was immediate.
From December 2021 to March 2022, page views surged to 21,579, surpassing standard metrics. Average pages visited per session increased to 2.28, exceeding the industry norm of 2 pages.
The average session duration reached 1 minute and 42 seconds, outperforming the industry average of 54 seconds. Noteworthy metrics include optimised desktop performance with a score of 94, largest contentful paint at 1.6s, first input delay of 3ms, and cumulative layout shift at 0.08ms
The redesigned site prioritises an improved user experience, featuring a visually appealing design and a flexible structure for easy future updates. Users can explore Actavo's expertise by sector, location, and service, highlighting our capabilities and reasons for choosing us.
To cater to potential employees, we've added content on specific contracts like Sky and NBI, enhanced Careers content, and improved job application functionality, including employee testimonials.
The new site includes over 60 case studies, 50 landing pages for services, and updated content on the Caribbean and Middle East.
We've revamped our values, key selling points, Corporate Responsibility sections, introduced profiles for our leadership teams, and obtained new photography to reflect current operations.
Reports show that users are accessing information more quickly and easily with the redesigned user flow. The new design has led to improved content variety, enhanced interactivity, better promotion of services, an optimised navigation system, and positive changes in the CMS and career sections