Storage can be a huge pain for many college students on campus. Many services in the area are overpriced and unaccommodating, charging extra for special items that can’t fit in the boxes they provide and setting rigid times and dates that are difficult to change. Ezra Box aims to address these common issues by providing peer-to-peer storage services that are far cheaper and more flexible.
Ezra Box is growing quickly. Many customers heard about our services through word-of-mouth, but this year we are hoping to reach more people both off and online. The first online impression that potential customers get is through the homepage, so it must clearly communicate the Ezra Box’s strongest selling points.
As a UX designer and illustrator on the team, I set out to discover the ways in which this page was falling short.
People have to work to learn more
The current homepage is quite text-heavy. Many users spend a minute or less on a page, and lots of text can turn them off even more. Additionally, the quiz is meant to persuade people of Ezra Box’s affordability, but it had the opposite effect. Users either skipped the quiz or questioned its validity, asking how the calculations were made and what the numbers were based on.
Unclear call to actions due to flawed information hierarchy
Users were confused about the purpose of the navigation bar because they expected it to lead to different pages when it only allowed them to jump between different parts of the homepage. This misled users into thinking that “Rent” was a call to action that would bring them to the listings page.
Benefits are not explicitly outlined
Although Ezra Box touts flexible services and a $20-per-item price cap as its strongest benefits, there is no explicit mention of these things on its homepage. When I mentioned these advantages at the end of conversations with users, they were decently surprised and it changed their perception of the business for the better.