The work began with a UX analysis. We analyzed in detail the competitors' websites, their communication, structure, and features. We studied the requests and popular pages, why and where users come to. In addition, we conducted surveys that showed that the application is used more than the site. We compared the tasks of real people with requests in statistics, and realized that everything came together.
We created a concept for the main page, where each block was supported by figures. We showed it to the customer, and the work went on.
We redesigned the concept, sticking with the figures, but making the design more human and emotional. We analyzed, rethought, and redesigned the structure, all pages, and all their content. The website began to speak and look completely different.
But first, we created the principles according to which we thought out the structure, designed the pages and wrote the texts.
The main thing is people, and then their cars. You will not see the section “Drivers” on the site, there will be no mention of filling stations (although in some places there is no way without them). On the main page and on the service page, first the opportunities for you, and only then for the car. This is in the menu, and there are many details, at least in the number of filling stations on the map.
Even on the page “About the Company”, where others talk about their history and corporate values, we have people in the first place.
“We are building WOG for you”, and we are talking about the future, plans and dreams, rather than about the past.
Almost all the opportunities for people who are on the website are in the application. It is more convenient, closer, more functional. Moreover, in the application, there are no competitors for queries on Google when they are looking for the nearest gas station or fuel prices.
The website should become a portal to the application. Therefore, each page has its promo, but unlike standard banners, it takes into account the context. On the “Fuels” page, you will see the fuel capabilities of the application, and on the “Cafe” page, they will tell you how to conveniently order food using it.
We figured out and thought over how to motivate the user to view more information about our services. At the end of each page, a person will see a large banner with information mostly related to the current one. For example, on the page “Fuel” (refueling) we suggest “Cafe” (food).
The person does not have to go back to the menu to view other pages. We increase the number of viewed pages through quality offers. So we get a user that is more aware of our capabilities.
All pages have room for action. If you read about Cafe, download the app and order food, or see where to go. See a special offer - take part right away.
There is no page where you can only read, there is always action, and there are continuation links. Even when describing social initiatives, we make a person a participant - “Help other people with us”.
Scroll and tap are the most understandable and simple actions. No carousels. If possible, no pop-ups. Large font. No loaders and long waiting.
We adapted the website so that the person gets a great experience regardless of the device: laptop, tablet, smartphone, or large screen.