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The outdated website had poor navigation, an unappealing design, and low engagement.
Despite a strong reputation and 5-star reviews, the training center struggled to stand out online.
(CONTEXT)
While facility managers made the purchase, everyday users were a different group entirely—diverse, but with one thing in common: none were air quality experts.
(CONTEXT)
I've conducted user interviews with a range of target users. 3 key pain points came up again and again:
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Ranking 21st on Google, it wasn’t getting the visibility it needed.
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As a result, conversions lagged at just 2%, far below the industry average of 4-6%.
Weak UX, vague messaging & poorly optimised site hurt Lisa Bron’s conversions
When choosing a training center, the target audience will first look out for :
(CONTEXT)
▶︎ AVAILABILITY ▶︎ PROXIMITY ▶︎ PRICE
(Insight)
Since the training is mandatory, most people assume cost and quality are similar across training center, making reputation less of a priority.
The key takeaway?
Focus on offering flexible dates with online training—because that’s what truly influences decisions.
I optimized the website for clarity, made key information easily accessible, and refined content to encourage action—while introducing online training to meet demand.
(RESULT)
These upgrades did more than just enhance usability - they drove measurable improvements across the board.
By focusing on real user needs, the redesign delivered better experiences and better business outcomes.
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