Quiptu – Creating Compelling Landing Pages

01. OVERVIEW

Quiptu is an outdoor gear rental startup based in Indianapolis, IN. I worked with a team of UX Design students and the founders of Quiptu to redesign their landing pages and address key usability issues in order to increase the site’s conversion rates.

PROBLEM: Users were unfamiliar with Quiptu and its services, creating low sales conversion and high abandonment rates

GOALS: Deliver research and prototype mobile webpage screens that would improve conversion rates and increase user trust and understanding of Quiptu

RESULTS:

60% improvement in user trust + understanding with redesigned screens

Shorter user path between advertisement to search results/available rentals

Higher visibility of Quiptu’s gear rental process (“How it Works”)

ROLE

UX Design Consultant working with a team of designers
Conducting research, testing, and prototyping to improve usability of mobile webpage

TIMELINE

5 months
October 2022 - April 2023

DELIVERABLES

Research Insights
General Usability Recommendations
Figma Prototypes of Key Screens

Constraints

As this project was working with a startup, there were limitations on the amount of users and amount of user data that was available.

Additionally, we were only able to interview one previous gear rental customer, so we instead relied on other data sources such as web analytics, heuristic analysis, and user testing with people in Quiptu’s target user group.

02. RESEARCH

Uncovering Key Usability Issues and Root Causes of Low Conversion Rates

User Interview

There is hesitation surrounding transportation logistics within the service.

There are communication issues between renters and gear owners due to clunky messaging experience

Professional-looking product images and descriptions can make or break conversions

Web Analytics (via Hotjar)

36% of mobile users read through the FAQ page

27% of mobile users read through the About Us page

21% of mobile and web users combined skimmed through the Home and Blog pages without spending time reading

Key Insight: Users typically look around the site for more information about the company because it is new and unknown

Heuristic Analysis Revealed Issues on Rental User Flow

Each team member chose 2-3 of Nielsen’s 10 Usability Heuristics to focus on and used those to evaluate the user flow from home page to checkout. All violations were recorded and potential solutions were presented to our client.

Heuristic analysis results showing key usability violations on the rental user flow.

Determining User Requirements Using Research Insights

Based on the research conducted, we determined user requirements that would guide us in creating designs that encouraged conversions from users.

Easily understand what Quiptu is and what services they offer
Able to trust that Quiptu is not a scam
Easily find the gear they are looking to rent
Receive necessary information to understand if renting through Quiptu is worth it
Able to complete a gear rental successfully through Quiptu’s mobile website

03. IDEATION + PROTOTYPING

Creating New Landing Pages & Search Results

After presenting initial research to the client, they requested that we focus on the first few pages that users see when coming in from an advertisement: the Landing Page and the Search Results Page. The team created four different mockups of new landing and search results pages aiming to increase user trust and lead to higher conversion rates

The four initial mockups alongside the original Home/Landing Page

Testing Mockups With Users Revealed Key Features to Carry Forward

The team tested with 6 users to understand which screens provided users with the information and features they needed to trust Quiptu and be willing to rent from the site.

Annotated mockups showing the features that users preferred and felt provided the clearest experience

From the testing session the following features and formats were selected to create a new iteration of the screen mockups:

Focused landing page that communicates Quiptu services and available rentals immediately (M3)
Toggle between list view and map view (M1 & M4)
Easy to view and edit search filters (M4)
Estimated total cost on list view (M4)
Interactive cards with scrollable images and key listing information (M1, M3, M4)
Clear access to “How it Works” (M2, M4)

04. FINAL DESIGNS

Combining the key features that performed best in testing, a final iteration of the Landing Page, Search Results Pages, and Home/Search Page were created.

Final mockups of the Landing Page, Search Results Pages, and Home/Search Page

05. RESULTS + LEARNINGS

Results