Optimising First Mile’s homepage for sales and user experience.
CLIENT
First Mile
INDUSTRY
Waste and recycling
Sustainability
![First Mile website shown on a mobile phone](https://cdn.prod.website-files.com/62f4ce917ff2dd2577034380/6303b106bd8313262dc3a919_First%20Mile%20Hero.jpg)
INFO
First Mile is no ordinary waste management company – they’re champions of the circular economy.
SERVICES
UX research
Web design
Conversion optimisation
![Designs for three First Mile website screens](https://cdn.prod.website-files.com/62f4ce917ff2dd2577034380/6329b52a54dfa21a7ad82bcd_FirstMile%20-%20Mobile.webp)
Before & After:
A fresh design for a modern and engaging shop window
![First Mile desktop website before](https://cdn.prod.website-files.com/62f4ce917ff2dd2577034380/6303b1063bc94b7d71485e75_First%20Mile%20Before.webp)
![First Mile desktop website after WAS redesign](https://cdn.prod.website-files.com/62f4ce917ff2dd2577034380/6303b106bd8313fed1c3a918_First%20Mile%20After.jpg)
What we did
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.
Responding to user feedback:
We built a design system around First Mile’s brand identity, with more visible products, benefits and price signposts
![First Mile design system elements](https://cdn.prod.website-files.com/62f4ce917ff2dd2577034380/6303b107abc26b468e631fbe_First%20Mile%20Styles.png)
For users who don’t scroll:
a more immersive and branded menu experience