Lee's Air Conditioning & Plumbing
Refreshing the home page for a modern experience
About: Lee’s Air is a premier HVAC and plumbing company in California. While they excel in delivering exceptional in-person service, their online presence does not reflect the same confidence. Customers frequently reach out with inquiries that the website could easily address.
During my tenure there, I identified this challenge while handling phone calls, which prompted me to initiate a comprehensive redesign of the landing page—the first touchpoint customers encounter with the brand.
About: Lee’s Air is a premier HVAC and plumbing company in California. While they excel in delivering exceptional in-person service, their online presence does not reflect the same confidence. Customers frequently reach out with inquiries that the website could easily address.
During my tenure there, I identified this challenge while handling phone calls, which prompted me to initiate a comprehensive redesign of the landing page—the first touchpoint customers encounter with the brand.
Tools: Figma
Tools: Figma
Role: UX Researcher; UI Designer
Role: UX Researcher; UI Designer
Research
After conducting a design audit of all 16 competitors, I synthesized the key features onto sticky notes and initiated an affinity mapping exercise. This process allowed me to categorize and identify patterns in the data, facilitating a clearer understanding of industry standards and opportunities for differentiation.
After conducting a design audit of all 16 competitors, I synthesized the key features onto sticky notes and initiated an affinity mapping exercise. This process allowed me to categorize and identify patterns in the data, facilitating a clearer understanding of industry standards and opportunities for differentiation.
Card Sorting
I then conducted a card sorting exercise to refine the existing information architecture. This collaborative process involved two typical users of Lee’s site, allowing us to gain valuable insights into their preferences and behaviors, ultimately informing a more intuitive and user-centered structure.
I then conducted a card sorting exercise to refine the existing information architecture. This collaborative process involved two typical users of Lee’s site, allowing us to gain valuable insights into their preferences and behaviors, ultimately informing a more intuitive and user-centered structure.
Personas
I synthesized my research insights to develop two user personas that represent our target audience. These personas encapsulate key characteristics, needs, and motivations, providing a clear framework to guide design decisions and ensure alignment with user expectations.
I synthesized my research insights to develop two user personas that represent our target audience. These personas encapsulate key characteristics, needs, and motivations, providing a clear framework to guide design decisions and ensure alignment with user expectations.
Wireframe
Wireframes of the landing page were developed to establish the foundational building blocks of the site. These wireframes incorporated common design patterns while seamlessly integrating essential features, allowing for a clear visualization of the user experience and functionality.
Wireframes of the landing page were developed to establish the foundational building blocks of the site. These wireframes incorporated common design patterns while seamlessly integrating essential features, allowing for a clear visualization of the user experience and functionality.
Final Design
Wireframes of the landing page were developed to establish the foundational building blocks of the site. These wireframes incorporated common design patterns while seamlessly integrating essential features, allowing for a clear visualization of the user experience and functionality.
Wireframes of the landing page were developed to establish the foundational building blocks of the site. These wireframes incorporated common design patterns while seamlessly integrating essential features, allowing for a clear visualization of the user experience and functionality.
Figma Prototype
