James Wynne is Director of User Experience for Sandstorm and has been in digital product development since 1996. He has worked as a UX designer for a myriad of clients including large eCommerce brands, mobile device manufacturers and integrated marketing agencies.
Jelmar is most recognized for its broad range of cleaning products (CLR and Tarn-X) that have helped solve some of the toughest household cleaning problems... maybe you've seen their commercials to clean your showerhead?
The CLR Brands website was outdated and virtually unusable on a mobile device. There was also a great deal of confusion across the brands – parent company, Jelmar vs its flagship products (CLR and Tarn-X) and related products. The site did not provide a cohesive experience, nor was it intuitive for consumers visiting the site for more information or where to buy CLR or Tarn-X products. It also did not properly serve the needs of its distributors and retailers. Given the brand structure and Jelmar’s drastically different audiences, it was critical to have a modernized user experience that was cohesive while providing variations based on the two distinct user groups. Sandstorm was challenged with reinvigorating and personalizing the CLR brand experience integrating social, digital, marketing automation and the website; as well as utilizing technology to drive better business decisions – which is why the Kentico EMS content management system was ultimately selected.
Based on our in-depth user research, one of the primary goals for consumers was to identify where they could buy CLR products. Sandstorm completely overhauled the “Where to Buy” feature (formerly the Retailer Locator feature, which we renamed based on our usability study results). This tool incorporates a custom Product Search, including radius map in several key areas of the site to improve overall usability – check out the Where to Buy feature here. On the administrative side, Sandstorm developed a product management tool within Kentico, so Jelmar staff can easily manage updates to products in a single location, which propagates throughout the site. In addition, Sandstorm implemented Kentico’s Smart Search to drastically improve the findability of products, "How To" videos, FAQ spec sheets, blogs and news, etc.
Behind the scenes, Sandstorm utilized Kentico’s Staging and Synchronization features to manage development and testing in one environment, user acceptance and content editing in a second environment, and live production in a third, while ensuring that integration of code and content between the sites can always be easily managed and synchronized. From a content migration perspective, Sandstorm utilized Kentico’s import utility and custom scripts to map content into the new site, product details, images and related taxonomy. Sandstorm also leveraged Kentico’s features for tagging, categorization, Google sitemap generation, and other capabilities to improve SEO of the site.
The entire project included a complete redesign, in-depth user research, information architecture, usability testing, UX/UI development, Kentico install/configuration, Kentico web development, content migration, QA testing, analytics and launch. Additionally, upon launch, Sandstorm ran multiple email campaigns using Kentico’s Contact Management and Email Marketing features to deliver messages segmented for audiences interested in retail products separately from products for industrial/commercial uses.
End results? 380% increase in use with a 78% increase in site entrances directly to the new "Where to Buy" versus the previous "Retailer Locator". Overall 12% increase of pageviews, and an 11% reduction in bounce rate – within the first 30 days. Visit clrbrands.com.
Sandstorm is recognized for enterprise-level Kentico web development services, maintenance and support
Sandstorm is proud to be a Kentico Gold Partner! Kentico is an all-in-one content management system, e-commerce, and online marketing platform based in ASP.NET technology. With Kentico, organizations and businesses of all shapes and sizes can take advantage of marketing automation and content personalization using a platform that’s intuitive and simple. Kentico is used by large global organizations like Gibson, Mazda, Hunter Fans, Twinings, and Segway.
Kentico is easy to use
Managing workflows across your organization and integrating all of your marketing channels in one system may seem complicated, but Kentico makes it all really easy. No extra third-party plugins are required; there’s lots of well-designed functionality; and its dashboards are so simple your grandma could use them.
Kentico is versatile
If you want users to really start engaging with your site, then Kentico is hands down the best platform. You can create dynamic pages that change based on user information, provide users with unique content that reflects their behavior on your site, or run A/B tests to see what designs and copy they like best.
And that’s just the start of what Kentico has to offer. Here’s a bit more:
- Multivariate testing
- Marketing automation
- Email marketing
- Contact management
- Lead scoring
Kentico is secure
Because Kentico is a licensed product—as compared to open-source platforms like Drupal and WordPress—Kentico can, and does, dedicate a lot of resources to ensuring its security, and maintains tight control over its core code and modules. That means less maintenance and updates for your team, and better protection for your website.
Additionally, the Kentico team has a guaranteed 7-day resolution on any bugs.
Not sure if you should build your next website using Kentico? Let’s talk about it.
To gain the insights necessary for the development and reinvention of your brand experience, our user experience experts center the conversation around your user needs, desires, and behaviors. We conduct user experience research to understand user motivations, brand perceptions and engagement opportunities, and gather competitive intelligence to reveal trends and hidden whitespace opportunities.
Our proprietary agency tools and UX approach allow us to learn as much as we can about your brand, its values, and your users. With our Brand Strategy Workshop, we immerse ourselves in your brand and your business objectives, and speak with stakeholders to gain leadership alignment. And we're extremely collaborative, because knowing that great idea when you hear it, see it, and feel it is much more important than where it came from.
Unlike traditional branding agencies where the focus is business-centric, we extend our reach and perspective by integrating user insights into our analysis so the new brand experience is a reflection on the users and their rapidly changing environments, technologies, motivations, and behaviors.
We develop, enhance, and reinvent brand experiences through:
- Brand Strategy
- Brand Identity
- Brand Positioning and Key Messaging
- Brand Management
- Internal Brand Development
Want to explore ways to improve your brand strategy? Contact us.
At Sandstorm®, we take security seriously. For the not-for-profit National Insurance Crime Bureau (NICB), that means preventing insurance fraud and theft across the United States. NICB turned to Sandstorm to design and develop a brand-new website that could better help them advance their mission.
The launch of this site represents a significant shift for NICB. The previous website addressed two audiences: the general public and current members. By focusing on non-member audiences, NICB can more clearly convey their message and raise awareness with common consumers.
With an iterative, user-centered approach that utilized usability testing to refine navigation items and page layouts, we designed an intuitive user experience that we developed in Drupal 8. By building in the newest version of Drupal’s content management system, we were able to give NICB a robust e-commerce platform with an intuitive administrative interface.
We are honored to help NICB raise awareness of their mission and help combat insurance fraud and theft. Check out the new NICB website for yourself.
With a five-year growth rate of 120% and 2016 revenue exceeding $5 million, Sandstorm® once again made the list of the Top 100 Fastest Growing Inner City Companies in America recognized by Fortune and the Initiative for a Competitive Inner City (ICIC).
ICIC’s Inner City 100 list seeks to celebrate and enable urban entrepreneurship. Over the course of nearly 20 years, ICIC has awarded 928 companies whose success illuminates the innovation and business growth happening in our inner cities.
The list of 2017 Inner City 100 companies was revealed at the 19th Annual Awards and Conference in Boston. Sandstorm rocketed up the list more than 30 places from 2016, coming in hot at #66. The full list can be viewed on the Fortune website.
“We are extraordinarily proud of these pioneering entrepreneurs who lead the way in innovation, job creation and the economic revitalization of America’s inner cities,” said Steve Grossman, CEO of ICIC. “In addition to excellence in business, they have also demonstrated a deep commitment to and passion for their communities, which plays a huge role in the wellbeing of their local economies,” he said.
At Sandstorm, we couldn’t be more honored and excited to be among these amazing winners, and we can’t wait for 2018.
Recently I had the honor of speaking at .orgCommunity’s Solutions Day 2017. Usability testing is a big part of how Sandstorm eliminates subjectivity from the creative process, so I wanted to show attendees how usability testing can help drive significantly improved user experiences.
With as few as 5–6 users, usability testing can identify 80% of user issues on a website or mobile app. Our Sandstormers have learned many lessons while performing more than 3,000 usability studies. These are just a few of the findings that can help you.
1. Members want to see real images of their peers.
We performed usability testing for the American Planning Association as part of a redesign of their website. During testing, we learned that their members found the stock photography used on their existing site inauthentic and unengaging.
This simple finding led us to use professional photos of real APA members that improved engagement on key pages, including the homepage, Events page, and About Us page.
2. Don’t put too many events on the homepage.
The Association for Corporate Growth (ACG) holds 1,200 events for 58 chapters across the globe each year, and they were struggling to find a way to highlight events.
Before we tested, ACG was including 25 events on their homepage, which was harming the user experience.
We needed to make it easy for members to find the events that were of interest, in their location, etc. So we created a featured event section on the homepage that links to an events page allowing users to filter by keyword, chapter, date, and event type.
3. Navigation items that require user action need an active verb in the title.
We made a surprising discovery while testing wireframe designs for a large non-profit organization: users thought the navigation items were too unclear and passive.
By adding active verbs to these items—for example, changing “Theft & Fraud Awareness” to “Prevent Theft and Fraud”—we were able to make the navigation clearer to users and let them know what they would be able to accomplish when visiting the page.
4. People miss content when there’s no visual cue.
Weber was redesigning the website for their grills and accessories and wanted to test several UX changes on a development environment before going live.
One of the issues we uncovered was that users didn’t know that the navigation items in the main menu expanded.
To solve this, we added carets next to the menu titles to indicate action. After making this simple fix, users clearly understood that they would find additional pages in the menu.
5. Using a search icon without an input field confuses users.
While redesigning the website for NOW Foods, we found that users were confused by a small change: we removed the input field for the search bar.
By merely adding the field back to the search area, users could search the site with ease.
Usability testing is a quick, simple way to improve the user experience, whether you’re creating a new site or app or redesigning what you have now. Contact us to learn more about how to execute your own usability test today.
Should you use a hamburger menu for your mobile navigation?
That’s a matter of ongoing debate here at Sandstorm®. It’s a debate we carry out in email chains linking to the latest articles, with subject lines like, “Hamburger menus were (bad/good).”
So I’m here to finally end the debate and offer a definitive answer on whether you should use hamburger menus by saying, “It depends.”
Because that’s the truth: Hamburger menus aren’t uniformly bad or good. It all depends on your audience, your goals, and how best to structure your information so that it serves your users and your needs.
The Myth of the Hidden Menu
In his article Why and How to Avoid Hamburger Menus, Louie Abreu lays out a thoughtful argument against the pattern of using sidebar menus. For him, the biggest issues are:
- Low Discoverability—the menu is out of sight and, therefore, out of mind.
- Reduced Efficiency—it creates navigation friction for the user.
- Navigation Clashing—it clutters up and overloads the navigation bar.
- Lack of Glanceability—information about specific items is harder to surface.
But I don’t quite buy the rest of his argument.
Since 2014, when the article was published, hamburger menus have become a common pattern for some of the most highly trafficked sites on the web, including Google and Facebook. And in countless usability studies, we’ve seen that most people don’t mind the ‘hidden’ menu on mobile devices.
The main issue we’ve seen in usability studies is some users don’t understand the three-horizontal-lines ‘hamburger’ icon. This is consistent with an A/B testing experiment conducted by Sites for Profit, which suggests that the three-horizontal-lines ‘hamburger’ icon is less effective than the ‘menu’ label. So there is definitely evidence that supports adding a menu label underneath the icon or simply using the word ‘menu’ instead of the icon.
What users really want is something that’s designed for them, whether it includes a hamburger menu or not—and I’d argue that most users don’t know that this is even a debate.
So how do you effectively use a hamburger menu without alienating users?
Considerations Before Using Hamburger Menus
1. If your navigation structure is small and simple, why not just show it?
Websites with a deep menu structure—like large enterprise software companies—can benefit from hamburger menus. But small websites, like those for a local business, have limited functionality and can display their full navigation. Or you could use one of these emerging patterns for mobile navigation.
2. Label your menu with the word menu.
Our own tests and others have shown that just adding the word ‘menu’ below the hamburger icon increases user engagement. Or ditch the icon and just use the ‘menu’ label.
3. If you have the screen width to display your menu, you should do it.
Avoid hiding your navigation on larger screens. If you don’t have to use a hamburger menu on tablet, then don’t.
4. Nesting can be a problem, if your menu structure is too deep, there’s probably something wrong with your architecture.
The hamburger/offscreen navigation pattern can get tricky if your menu structure is deep and wide. It’s probably not a good pattern to use if this is the case, but the first thing you should do is consider revising your site architecture so it’s less complex.
If you need help with your mobile navigation, Sandstorm can help. From usability testing to user experience design, we’ll help you find the solution that works best for your users.
In 2017, people are more engaged with video than ever before. Content might be king, but video is the king’s hand.
Visual Content Is Up
You want someone to read your tweets? Include a visual.
Across the board, posts that have images or video just perform better. It’s why Twitter and Facebook not only let you add an image, they often auto populate the main image from your shared article into the post.
And users can’t get enough. According to Hubspot, 43% of users want more video, and marketers say it has the best ROI.
Businesses Are Catching On
According to Vidyard, 85% of businesses have staff and resources for producing video. And those videos serve a wide range of industries and purposes. Technology and manufacturing companies produce the most videos, which makes sense considering that most videos are demos, tutorials, and testimonials.
At Sandstorm®, our creative team has experience in video creation, and we’ve created video for several of our clients.
Keep It Short and Sweet
Attention spans aren’t getting any longer—at least according to a study from Microsoft that says our attention spans are shorter than a goldfish—so there’s no need to make lengthy videos. Most videos should be less than 3 minutes—with the exception of product demos, which can be longer. Nobody’s cozying up with popcorn to watch your video; they want to see it and move on to the next.
Could a video be right for your company? It all depends on your brand and your audience, but video can be a simple way to easily and quickly introduce your company, products, services, or even highlight your culture. Let us help you tell your brand story through video.
Stronger member engagement. Increased traffic. Connecting with Millennials.
If I just listed everything on your association’s wish list, then gamification has a lot to offer you.
Gamification is all about motivation. It plays on people’s competitive nature and love of recognition to encourage them to accomplish goals. And gamification works wonders. Studies show that gamification can lead to a 150% boost in engagement, which is why more than 70% of the Global 2000 according to badgeville.com have at least one gamified app.
How can you start taking advantage of gamification’s benefits? We’ve created a quick walkthrough to help you power up member engagement.
1. Add a profile progress bar.
Users want goals and they want to feel like they’ve accomplished something. More than 75% responded to a survey saying that they want an indication of progress.
LinkedIn has mastered this technique to get members to build out their profiles: rewards for completing a profile, clues that offer direction, and tapping into users’ competitive nature to see who is looking at their profile.
2. Include provocative language in the profile form.
Asana challenged its users by asking them to describe themselves in seven words. When they made that switch, their response rate increased 98%. With just a simple form change, you can get your members to be more engaged right from the start.
3. Use points to incentivize members to come back.
Learning a new language can seem daunting, unless you use Duolingo. The popular language education app grew to 110 million users in just three years, and it keeps those members coming back by giving them experience points for each completed task.
4. Award badges for participation.
It can be difficult to get off the couch, but Fitbit encourages users to push harder by awarding badges for milestones. And the awards aren’t just for running a marathon, they start with tasks that the user can actually achieve and build from there.
At Sandstorm®, we can design new and exciting ways to engage your members through gamification.
Watch the video below for more ideas, or contact us to talk about what we can do for you.
Our social media strategists develop overarching strategy recommendations, content strategy suggestions, content calendars, follower strategies for re-sharing content, response strategies, and sharing opportunities to capitalize on current news and events. We are always at-the-ready to investigate your audiences, uncover what they like, and the way they behave in order to multiply the impact of your social media marketing efforts. We've achieved significant results with B2B social media marketing.
Here's an example for a B2B technology SAAS client:
One of our B2B tech clients reached over 50,000 people in 24 hours because of a pair of strategically placed socks! A consumer packaged goods B2C client went viral and went from <100 - 23,000 Facebook fans and 32,000 contacts in their database in 4 weeks. All from identifying and building relationships with those influential content producers who make other word-of-mouth marketers drool. View more of our work.
Using proprietary tools that allow us to learn as much as we can about what is being said about your brand, we can swiftly and efficiently determine the strongest social media marketing strategy and messaging campaign to inject your ideas or angles into the conversation in order to generate more social media engagement, improve search engine optimization, integrate with your web design strategy, and amplify your brand experience.