Redesigning SmartStop Self Storage: A seamless solution for reserving and renting storage units online, boosting website sales by 30%
Website
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.
30% of total sales now come from the redesigned website.
Improved rental conversion rates with a streamlined 5-step flow.
Enhanced mobile experience increased engagement on key pages.
While the initial focus was on increasing holds, our research revealed a larger opportunity: expanding the website’s functionality to include online rentals. This shift presented several challenges:
Dual Functionality: How could we introduce rental functionality while keeping the process intuitive and user-friendly?
Mobile-First Optimization: With most users accessing the site on mobile devices, it was critical to design for smaller screens without sacrificing usability.
Technical and Legal Constraints: Managing complex lease agreements, payments, and rental details required careful integration with existing systems.
Facility Page Priority: Most users landed directly on facility pages via search (e.g., “storage units near me”), so these pages had to provide all necessary information upfront.
We conducted extensive research to inform our redesign, including stakeholder interviews, user surveys, and competitive analysis. This process revealed key insights:
Stakeholder Input: The need to modernize and align with competitors.
User Behavior: Many users prioritized price, distance, and features when searching for storage units.
Analytics Insights: A significant number of users accessed the site via mobile, often landing directly on facility pages.
To address these challenges, we developed a comprehensive redesign strategy, focusing on key areas of the user journey:
Find Storage Page: Redesigned facility cards to prominently display pricing, address, and features, with filters for unit sizes and amenities (e.g., climate control, drive-up access). Users could toggle between list and map views, optimizing the experience for both desktop and mobile.
Facility Pages: Optimized for mobile with key information such as contact details, images, and unit availability displayed upfront. We introduced expandable unit cards that allowed users to reserve or rent directly from the page, improving convenience without disrupting browsing.
Rental Flow: Simplified the rental process into five steps, covering renter information, lease details, protection plan selection, payment, and lease signing. To enhance usability, we integrated time-saving options like Apple Pay and Google Pay and avoided clunky iframe interactions for lease agreements.
The redesigned website delivered measurable improvements and lasting impact:
Increased Online Sales: The website now accounts for 30% of SmartStop’s total sales, up from previous levels driven solely by holds.
Improved User Engagement: Enhancements to the Find Storage and Facility pages reduced drop-offs and increased conversions.
Streamlined Rentals: Online rentals allowed users to complete the process from start to finish, eliminating the need for in-person visits.
Client Satisfaction: The success of the project led to the launch of a mobile app initiative in 2025. (Case study coming soon)
This project underscored the importance of balancing user needs, business goals, and technical constraints. Key takeaways include:
User-Centric Design Works: Prioritizing mobile-first usability resonated strongly with users and drove measurable results.
Continuous Improvement Pays Off: Through the SLA, we iterated on key features, including refining the rental flow for long-term success.
Collaboration is Key: Close teamwork with developers and stakeholders ensured solutions were feasible and aligned with business goals.