Designing for smaller screen sizes first meant that there was a much smaller area to grab the user’s attention when they land on the site.
This meant that we had to be incredibly intentional about what content we put in this space, so that users would be engaged from their first glance and would want to scroll down the page to see more.
During the UX strategy phase we spent a lot of time building out wireframe prototypes and testing them for usability on small screens. No screen or piece of content was taken for granted – everything was customized to produce the best possible experience.
During the refresh, we also made several small changes that added up to major site wide improvements. We removed the carousel on the homepage (due to low conversion rates), added user-generated content to all product pages (social proof is shown to increase conversion), pulled related content onto product pages (awards, press mentions, product finders, and more), built out focused tutorial video pages (with related products linked for easy purchase), added social feeds to the site, and added product finding resources to select the perfect product for you, just to name a few!