Overview
I redesigned the website for The Jackson Laboratory that introduced customers to our portfolio of immune humanized mice.
My Role: Creative Director, Project Manager, Graphic Designer, Experience Designer, Developer Liaison, SEO Manager
My Tools: Figma, Adobe Illustrator, Adobe Workfront
Challenge
How do we quickly communicate the different options related to Immune Humanized Mice so that customers can find the information they need without a dense and intimidating page full of text. This page needed:
• To communicate the difference between PBMC and CD34+ humanized mice.
• Within those types, what is the difference between each mouse strain.
• Incorporate SEO findings to improve SERP.
Solution
We introduced a new table to the page that utilized symbols to communicate the presence of immune cells in the mice after humanization. This was visually interesting enough that users were drawn to it, and enough information for them to narrow down which humanized strain may work for their research.
Initial Results
Qualitatively we received positive feedback from the page update. Quantitatively we also see promising results.
With the redesign we are better able to see where users have clicked with our User Research tool: CrazyEgg. Previously, because elements were in a tab module we couldn't say for certain what users were clicking on.
We can tell that more people are clicking on the CTA button to order mice, and we can tell that people are scrolling to the bottom and clicking on our content CTA.
Left: New page, Right: Old Page
* These scrollmaps were not collected with the equal number of visitors or time to collect results.
Increased Scroll Depth
We can see that users are interested in the infographic table and are scrolling further down the page than they had been previously.
Promising Analytics Data
The screenshot attached compares Analytics data from one month pre-launch and one month post-launch. Considering there have been major url changes to the site, it potentially isn't enough time to see a consistent pattern. Neverthless, we are pleased to see a small increase in the Avg. Time on Page and a reduced Bounce Rate.
