Problem
Many service websites ask visitors to submit an inquiry before the offer, proof, and next steps are clear. This can create hesitation and low-quality leads.
Concept projectWebsite UX/UINeeds validation
Service Lead-Generation Website UX Redesign
A website redesign concept focused on clearer service information, stronger trust signals, and a simpler inquiry path.
Target Users
People comparing a service provider online before deciding whether to contact the business.
Business Goal
Hypothesis: improve qualified inquiry quality by making the offer, proof, and contact path easier to understand.
Process
The case study follows the UX process structure used in the Google UX Design Certificate: empathize, define, ideate, prototype, test, and iterate.
E
Empathize
Map what a visitor needs before submitting an inquiry: offer clarity, proof, pricing expectations, response time, and next steps.
D
Define
Define the core problem as a confidence gap: users need enough context to decide whether contacting the business is worth their time.
I
Ideate
Explore page structures that bring value proposition, proof, process, and inquiry CTA into a clear order.
P
Prototype
Create low-fidelity desktop and mobile wireframes for the homepage, service detail, and inquiry flow.
T
Test
Run a task-based usability review: find the service, evaluate trust, and submit a mock inquiry.
I
Iterate
Adjust content hierarchy, CTA placement, and form labels based on observed confusion.
Research Plan
Research items below are planned or assumption-labeled unless real evidence is added later.
- Competitive audit of 3-5 public service websites.
- Heuristic review focused on clarity, navigation, trust cues, and form friction.
- Assumption mapping for user concerns before contacting a provider.
- Planned lightweight usability test with 3 participants before final publication.
UX Challenge
Clarify information architecture, reduce form friction, and make credibility cues visible without overwhelming the page.
Design Opportunity
Business-aware UX for lead-generation websites, based on Chanin's marketing, web, SEO, and analytics background.
Deliverables
- Competitive audit
- Persona assumption
- Journey map
- Sitemap
- User flow
- Wireframes
- Responsive UI
- Usability test plan
Planned Findings
- Needs validation: users may need clearer proof before contacting a service provider.
- Needs validation: long forms may reduce inquiry completion if value is unclear.
- Needs validation: process transparency may reduce uncertainty for first-time customers.
Iterations To Show
- Move core offer and CTA higher on the page.
- Group proof, process, and service details before the inquiry form.
- Reduce form fields to essential contact and project context.
Accessibility Considerations
- Use semantic headings and descriptive link text.
- Keep form labels visible.
- Check color contrast before launch.
- Ensure keyboard focus is visible on navigation and CTAs.
Outcome
Planned deliverable: a responsive portfolio case study with honest concept-project labeling, UX artifacts, and a clickable prototype.
What this shows recruiters
Shows how marketing experience can translate into UX decisions around clarity, trust, content hierarchy, and conversion paths.
What I learned
- A lead-generation page needs to reduce decision uncertainty, not only look polished.
- Content hierarchy is a UX decision because it changes what users understand first.
- Business goals must be framed as hypotheses until real data validates them.
Next Steps
These actions must be completed before the case study is treated as job-ready evidence.
- Complete competitor screenshots and audit table.
- Run a 3-person usability test.
- Replace placeholder visuals with Figma artifacts.
- Document what changed after testing.