Website Redesign for

American Multiservices

| UX/UI

Storefront labeled American Multiservices with an American flag logo, red sign, neon open sign, and promotional signs for various services.

American Multiservices is a small family-owned business with over 20 years of experience in Charlotte, NC. They are committed to assist the community with various tasks and formalities including Tax filing, Insurance, Bookkeeping and Payroll Services. But their website has limited functionality and do not allow current and potential customers to connect properly with the business and its resources.

Project Overview

Jump to Prototype

Understanding the Problem

American Multiservices has built a loyal customer base over the years, with many clients becoming loyal participants since the very beginning. However, in today’s digital world, relying solely on word of mouth isn’t enough to drive consistent growth and attract new clients.

Have you visited American Multiservices' website since or before you became a client?

80% of users that land into the website are new visitors and 20% recurrent ones.

Outline of a person's head and shoulders inside a circle, indicating a user profile icon.

61.7% of users leave the website without completing any action.

Icon of a web browser window with a dotted trajectory path and a large circle, representing online motion or navigation.

The average session of a user lasts only 4 minutes.

A clock showing the time as 10:09.

Out of 5 people who requested more information through the website on 2024, only 1 visited the office.

Icon of two hands shaking against a black background.

The Process

Flowchart illustrating the process of product development with four stages: research, insights, ideate, and prototype, represented by icons and arrows.

User Interviews

  • Smilling woman

    "Their website does not feel welcoming. It actually looks unprofessional. I would like for it to motivate me, and make me excited to use their services".

  • Older man with grey beard and hair smiling

    "I have to be constantly calling to verify what I need to complete the service, I wish I had them handy so I can reference whenever I need"

  • Smiling young woman resting her chin on her hand

    "There are not any actions to complete on the website. It leaves me feeling like I am actually missing important information, unsatisfied."

  • Young person smiling casually with headphones around their neck.

    "It just feels outdated, old and drained of life! It is very uninviting. It doesn't make me engaged or intrigued to know more about the business"

Insights & Assumptions Confirmed

Based on the user interviews, desk research, and affinity mapping, we were able to identify the most important insights and crucial points that we need to take into consideration for the design of the new website. These findings guided the development of a user persona, journey map, and flow diagram, which will further help us validate our initial assumptions.

  • The website’s purpose must be to offer basic information about their services, so that clients can properly identify their specific needs and be directed to the business, having a clear base of what they need and how the company can help them.

  • The new website must be eye-catching while remaining professional and accessible, evoking trust and reliability. It must clearly express the values of the business and convey a strong sense of community and service.

  • The website must give users a clear purpose for returning and engaging with it. It should provide meaningful tools and resources that users can access at their own pace, empowering them to take action and find value in the experience.

Persona

Name: Laura Gomez
Age: 35 years old.
Status: Married with two children.
Occupation: New bakery owner.
Location: New Resident of Charlotte, NC.

Woman in a beige apron preparing muffins in a kitchen.
Display case filled with various cakes and pastries, including layered cakes, cupcakes, cheesecakes, and fruit-topped desserts.
A pile of cardboard moving boxes in a living room, ready for unpacking

“I just moved to Charlotte, NC, and need someone who can guide me through starting a business and filing taxes”.

Goals:

Find a reliable specialist that I can trust to handle my personal information. Someone who is empathic and won’t judge if I don’t have knowledge of the process of tax filing, insurance, or business handling needs.

Experiencing Current Product:

A friend of mine recommended American Multiservices. After searching online, I noticed they are in a convenient location, but their website did not offer many insights about what to expect or what I would need. I tried making an appointment online, but was unsuccessful. I had to call the offices, and the lady on the phone seemed very understanding and helpful! I wish their website reflected that.

Behaviors and Habits

Laura moved to Charlotte about 6 months ago. She is on a mission to start her own bakery business. Right now, she works 6 days a week, making pastries, bread, and other treats from home. Because her husband has a full-time corporate job, she has to drop off, pick up the kids from school and make dinner for the family. Sundays are for spending quality time with family. Laura knows how to handle herself online; she even has her own website, but due to her tight schedule and lack of knowledge of the area, she is still figuring out this whole business-owner thing.

Journey Map

Flowchart illustrating the journey of a business owner seeking help online, from identifying needs and searching services to booking appointments, with emotional states and actions at each stage.

Sitemap

Upon completion of the research and UX analysis, the next step of ideation was introduced with the development of a sitemap that would help understand and shape the type of content, sections, and tools that should be used to develop a consistent design and to ensure an accessible and more engaging user experience.

American Multiservices Initial Sitemap

Flow Diagrams

Flowchart showing website navigation structure: Homepage links to sections about business, bookkeeping, and contacts; contact section guides to fill out form leading to success message; additional action prompts and instructions included.
Flowchart showing website navigation for AmericanMulti.com with sections on homepage, tax services, contact, and success messages, including user actions, website sections, and buttons.
Flowchart diagram of a website's contact and insurance process, including homepage, contact us, insurance, commercial, life insurance, and auto personal & commercial sections, with user actions, website sections, and buttons highlighted.

Low Fidelity Wireframe

Wireframe design of a website with sections labeled 'Homepage,' 'About US,' 'Tax Services,' and 'Bookkeeping,' showing layout with placeholders for images, text, menus, and buttons.
A grayscale wireframe of an insurance website with sections for different insurance types, including auto, home, commercial, and life insurance, each showing coverage options, quotes, and additional information.

Design System

A webpage layout with a headline, subhead, paragraph of text, color swatches, icons, and images. The top left features a bold headline and smaller subhead about American Multiservices. Below are color palette swatches labeled American Red, Reliable Blue, and Seasonal Gradient with their color codes. Underneath are red icons representing finance, security, health, scheduling, and communication. To the right are three photos: a woman holding a bar chart, a family under a house-shaped overlay, and a group of four working together. At the bottom are two buttons labeled "Learn More" and "Contact Us!" with the American flags logo on the right side.

The Website’s Design system sets a standard that ensures that all the website assets are cohesive and personalized to American Multiservices. It maintains the essence of the business's original branding, while focusing on showing a relationship of trust and community

Prototype

Open laptop on a white desk displaying the website of American Multiservices with a cityscape background and menu options at the top. A white flowerpot with a green plant is on the left, and hanging green vines decorate the top of the scene.
Hand holding a smartphone displaying a website for tax services on a pink background.
Tablet displaying a webpage for American Multiservices insurance with a family photo inside a house-shaped outline.