SmartStop Self Storage
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Overview
SmartStop Self Storage approached us with the goal of modernizing their website to better meet user needs and increase online sales. At the time, their website focused solely on "holds," allowing users to reserve a storage unit online but requiring an in-person visit to complete the rental process.
As the Lead UX Designer and Strategist, I spearheaded a complete redesign, introducing functionality for both "reserving" and "renting" units online. The project not only delivered a seamless and user-friendly experience at launch but also set the foundation for ongoing improvements. Post-launch, I played a key role in driving continuous enhancements through a service-level agreement (SLA), ensuring long-term success and refinement of critical features like the rental flow.
The Challenge
YOOO
Confusing Navigation: The minimalist “Google-like” header lacked a primary navigation menu, leaving users disoriented.
Apartment Search Frustrations: Filters were difficult to use, and results didn’t provide enough details, causing frequent back-and-forth navigation.
Overwhelming Apartment Pages: Text-heavy layouts failed to engage users or convey the unique charm of each neighborhood.
Cumbersome Leasing Process: The “Lease Online” experience relied on an outdated third-party tool, creating confusion and drop-offs.
Research/Discovery
We conducted extensive research to guide our redesign strategy, including stakeholder interviews, user testing, and data analysis. This process uncovered critical insights into user behaviors and preferences:
User Testing: Engaged 15 participants in 30-minute sessions to identify pain points in the search and leasing process.
Analytics Review: Found that many website visitors were existing tenants exploring additional apartments, reflecting strong customer loyalty.
Key Findings:
Users prioritized visuals, including images and videos, when searching for apartments.
Pricing, amenities, and proximity to work-from-home essentials like fitness centers were key decision factors.
The Solution
The redesign prioritized streamlining apartment searches, improving conversion points, and showcasing Prometheus’s luxurious lifestyle through compelling visuals and intuitive design.
Key improvements included:
Navigation Redesign: Introduced a consistent primary navigation menu across all pages, simplifying user journeys and improving access to key sections like apartment search and neighborhood details.
Enhanced Apartment Search Page: Made filters more intuitive, added a "preview" feature for quick apartment details, and enabled favoriting functionality for easier comparisons across neighborhoods.
Revamped Neighborhood Pages: Highlighted amenities and features with high-quality visuals and videos, reorganized text-heavy layouts, and embedded tools for viewing available units and pricing directly on the page.
Streamlined Conversion Points: Simplified scheduling tours with an overlay form, redesigned the lease flow to display unit details and pricing inline, and enabled users to request quotes directly on the page.
Research/Discovery
We conducted extensive research to guide our redesign strategy, including stakeholder interviews, user testing, and data analysis. This process uncovered critical insights into user behaviors and preferences:
User Testing: Engaged 15 participants in 30-minute sessions to identify pain points in the search and leasing process.
Analytics Review: Found that many website visitors were existing tenants exploring additional apartments, reflecting strong customer loyalty.
Key Findings:
Users prioritized visuals, including images and videos, when searching for apartments.
Pricing, amenities, and proximity to work-from-home essentials like fitness centers were key decision factors.