Modernizing US Storage’s website to align with their rebrand, improve usability, and capture untapped traffic.
US Storage Centers is a trusted provider of self-storage solutions, serving individuals and businesses nationwide with secure and convenient facilities.
💡 Key Insights
The lack of SEO-optimized city and state pages significantly reduced the website’s reach, making it harder for potential customers to find US Storage online.
Enhanced mobile usability with a seamless, responsive design for improved navigation and user experience.
Increased organic traffic through newly implemented city and state pages, capturing previously missed searches.
Boosted user satisfaction with streamlined rental functionality and modernized facility detail pages.
To inform the redesign, I conducted a thorough analysis of the existing site, user behaviors, and industry trends:
Competitor Benchmarking: Studied top self-storage competitors to identify best practices for map, filter, and search functionality.
User Testing: Observed users as they navigated the site to rent storage units, noting where they encountered friction or confusion.
Analytics Review: Evaluated site performance data to pinpoint high drop-off areas and traffic gaps caused by missing city/state pages.
Cross-Industry Research: Drew inspiration from platforms like Zillow and Redfin to optimize search and filtering experiences.
💡 Key Insights
Users struggled with inefficient map and filter functionality, which led to frustration and drop-offs during the decision-making process.
To address US Storage’s challenges and align with their goals, I led the design of several key features and improvements:
Mobile-First Redesign: Delivered a fully responsive layout with intuitive navigation and a consistent user experience across devices.
Enhanced Search Functionality: Introduced SEO-friendly city and state pages to capture untapped traffic and improved filters and map/list toggles for easier search.
Optimized Facility Pages: Added Google 3D Tours, dynamic unit availability, and simplified pricing to streamline decision-making.
Integrated Branding: Combined storytelling elements like scrolling animations and imagery to reinforce the “stress-free storage experience.”
Scalable Components: Created reusable UX components to ensure consistency and support future growth.
💡 Key Insights
Combining brand storytelling with functional design elevated the user experience while aligning with US Storage’s rebranding goals.
The redesigned website successfully addressed US Storage’s challenges and delivered the following improvements:
Improved Search Visibility: New city and state pages significantly increased search engine visibility and traffic.
Streamlined Usability: Simplified filters and intuitive navigation made it easier for users to find and reserve storage units, particularly on mobile.
Enhanced Brand Alignment: The integration of storytelling elements created a cohesive experience that reflected the new brand identity.
⭐️ Key Feature
Facility detail pages with dynamic unit availability and Google 3D Tours provided users with all the information they needed to reserve confidently.
The redesign resulted in significant improvements for US Storage:
Increased Organic Traffic: SEO-optimized pages captured untapped search opportunities, driving more qualified leads to the site.
Enhanced Mobile Experience: Responsive design reduced friction and improved engagement across all devices.
Higher User Satisfaction: Simplified filters, clear pricing, and enhanced facility pages made the rental process intuitive and stress-free.
💡 Key Insights (TKTKTKTK)
Combining brand storytelling with functional design elevated the user experience while aligning with US Storage’s rebranding goals.
Enhanced mobile usability with a seamless, responsive design for improved navigation and user experience.
Increased organic traffic through newly implemented city and state pages, capturing previously missed searches.
Boosted user satisfaction with streamlined rental functionality and modernized facility detail pages.
The redesign established a scalable foundation for future innovation. The component-driven design system allowed US Storage to expand their website with ease, while the new SEO strategy provided lasting improvements in search visibility. Moving forward, US Storage is well-positioned to continue enhancing the customer experience through iterative improvements.
💡 Key Insight
The integration of SEO, usability, and branding ensures US Storage’s digital presence remains competitive and customer-focused.
This project demonstrated the importance of aligning branding and user experience with business goals. By addressing key pain points and delivering a user-centric design, we helped US Storage position itself as a leader in the self-storage industry. The results reinforced the value of combining functional improvements with storytelling to create an impactful digital experience.