first
mile

Optimising First Mile’s homepage for sales and user experience

First Mile is no ordinary waste management company – they’re champions of the circular economy.

But how do you communicate your range and optimise conversions when you’re famous for bins?

• Our research started with a full expert review of the current homepage and a deep dive into analytics and heatmaps.
• We took to the streets and spoke to real small businesses to build a picture of our persona’s needs, pains and expectations.
• User testing provided specific feedback on new homepage candidates to help us narrow, refine and iterate.
• Card sorts helped consolidate the IA into a structure based on what users expect and terms based on language they use.
• The new homepage  and everything we learned along the way sets a strong direction for a full rebrand and redesign to come.