Aurora Roofing

The Scope

UI/UX Design, Branding, Research, Wireframing, Prototyping, Responsive Web Design & SEO

The Problem

In the roofing industry, outdated websites cost revenue and visibility. I designed a mobile-responsive site that streamlined user journeys, amplified CTAs, and showcased services - boosting conversions by 30% through enhanced SEO and UX.

Research

Through stakeholder interviews and competitor analysis, I identified key UX patterns and conversion barriers across ~10 roofing websites. These actionable insights directly informed high-fidelity wireframes that met client expectations for usability and conversion optimization.

Concept

A functional and professional modern 5-page website for a roofing agency, increasing customer retention, conversion and brand awareness.

Iteration

Using a structured 0-1 design sprint framework, I conducted 3 prioritised feedback sessions with stakeholders to refine wireframes. This iterative process resolved usability conflicts early, ensuring the final UI aligned with both user needs and business goals through rapid prototyping, iteration and validation.

From here I was able to replicate this process with the initial wireframe drafts for the mobile versions, upon which I iterated and developed based on the feedback I recieved at the testing intervals of the project.

After finalizing brand guidelines, I utilised Figma's component system to implement the approved design language across all 5 website pages. This maintained consistent visual execution throughout every interface element, ready for development.

During the final Framer implementation phase, I conducted structured typography and metadata experiments to maximize SEO performance. Through collaborative workshops with stakeholders, we optimized heading hierarchies and semantic mark-up, resulting in a technically polished launch that enhanced organic discoverability

Final Product

Timeline

4 Week Design Process / Solo Project / 2024.

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