Cercadeti: Enhancing User Experience and Increasing SEO Traffic
Industry: Energy
Client: Cepsa
Role: UX Designer
Collaborators: TCK Product Team, SEO Team, Cepsa Development Team
The context
In the redesign project for Cepsa - Cercadeti, our main goal was to enhance user experience and increase the SEO traffic of the web platform. We optimized navigation and redesigned the interface so that private drivers and professional transporters could easily find all Cepsa points of interest in real-time, including service stations, electric charging points, solutions for transporters, and other services offered by Cepsa. This redesign led to a significant increase in web traffic and an improvement in user satisfaction.
The challenge
The problem to solve was that the old interface did not allow for efficient navigation or clear visualization of real-time points of interest, negatively affecting the user experience and SEO traffic of the platform. The main challenge was to redesign the user interface to improve the experience on both desktop and mobile, ensuring that private drivers and professional transporters could easily find Cepsa's real-time points of interest.
Project KPIs
- Improve user experience for private drivers and professional transporters.
- Increase SEO traffic of the web platform.
- Increase interaction with the real-time map.
- Facilitate access to Cepsa's service stations and electric charging points.
- Improve the efficiency of using the platform for Cepsa's services.
- Enhance the mobile user experience.
- Increase SEO traffic of the web platform.
- Increase interaction with the real-time map.
- Facilitate access to Cepsa's service stations and electric charging points.
- Improve the efficiency of using the platform for Cepsa's services.
- Enhance the mobile user experience.
Project Overview — Issues with the Old Solution
The problem with the old solution was that the user interface was not optimized for efficient navigation, especially on mobile devices, making it difficult for private drivers and professional transporters to find Cepsa's real-time points of interest. Additionally, the platform did not adequately leverage SEO best practices, resulting in significantly lower web traffic and low interaction with the real-time map. The lack of an intuitive user experience reduced overall user satisfaction.
Metodology
Research — User Interviews
What users said in interviews about the existing product:
Users complained that the old user interface was complicated and not intuitive, making navigation and finding points of interest difficult.
They mentioned that the mobile version of the platform was especially difficult to use, with loading and real-time display issues.
76% of users interviewed indicated that the lack of an efficient search function made them waste time and feel frustrated.
Professional drivers highlighted the need for quick access to information about service stations and electric charging points, which the old platform did not adequately facilitate.
The importance of better integrating map and real-time navigation functions to improve efficiency during trips was emphasized.
Research — Market and Competitors Research
To conduct market and competitor research, we analyzed the following key areas:
Market studies: We assessed current trends in apps and web platforms for drivers, focusing on how technological innovations are being adopted in this sector.
Competitor research: We analyzed competitor platforms to identify their strengths and weaknesses in terms of UX, UI, and functionalities. We observed how other companies are implementing real-time mapping and electric charging solutions.
UX practices: We researched the best UX design practices in the service industry for drivers and transporters, ensuring to apply the findings to our redesign to improve efficiency and user satisfaction.
Research — Insights
Insights gained from the research:
We noticed that users prioritize speed and easy access to critical information such as service stations and electric charging points.
We discovered that many professional drivers use the platform while on the move, requiring a more intuitive and optimized interface for mobile devices.
We identified that a robust and accurate search function is essential for improving user experience and reducing frustration.
The integration of real-time mapping and precise navigation functions is crucial to meet users' real-time needs.
We discovered that many professional drivers use the platform while on the move, requiring a more intuitive and optimized interface for mobile devices.
We identified that a robust and accurate search function is essential for improving user experience and reducing frustration.
The integration of real-time mapping and precise navigation functions is crucial to meet users' real-time needs.
Solution
In the redesign of the Cepsa - Cercadeti platform, we directly addressed the problems identified in our research. We implemented a series of specific UX and UI solutions:
Navigation optimization: We simplified the navigation structure to facilitate access to relevant information.
Redesigned user interface: We updated the visual design to make it more intuitive and attractive, improving usability on both desktop and mobile devices.
Enhanced search function: We developed a more precise and efficient search function that allows users to quickly find service stations, charging points, and other services.
Real-time mapping: We improved the real-time map functionality, ensuring that users can see and access Cepsa's points of interest more effectively.
Mobile integration: We ensured that all functionalities were fully optimized for mobile devices, significantly improving the user experience on the move.
Redesigned user interface: We updated the visual design to make it more intuitive and attractive, improving usability on both desktop and mobile devices.
Enhanced search function: We developed a more precise and efficient search function that allows users to quickly find service stations, charging points, and other services.
Real-time mapping: We improved the real-time map functionality, ensuring that users can see and access Cepsa's points of interest more effectively.
Mobile integration: We ensured that all functionalities were fully optimized for mobile devices, significantly improving the user experience on the move.
Wireframe and prototyping
Once we had a clear understanding of our users' needs, we prototyped several solutions to validate our ideas. We used tools like Figma and Framer to develop high-fidelity prototypes, which included:
Simplified navigation prototypes: To test the new navigation structure and ensure its ease of use.
Redesigned user interface prototypes: To evaluate the effectiveness of the new visual design and its impact on usability.
Search function testing: To ensure that the new search function met users' expectations for accuracy and speed.
Real-time mapping testing: To verify that the new map functionality provided a clear and accessible visualization of points of interest in real-time.
Mobile optimization testing: To ensure that all improvements were effective on mobile devices, conducting specific tests on smartphones and tablets.
Redesigned user interface prototypes: To evaluate the effectiveness of the new visual design and its impact on usability.
Search function testing: To ensure that the new search function met users' expectations for accuracy and speed.
Real-time mapping testing: To verify that the new map functionality provided a clear and accessible visualization of points of interest in real-time.
Mobile optimization testing: To ensure that all improvements were effective on mobile devices, conducting specific tests on smartphones and tablets.
Through this comprehensive redesign of the Cepsa - Cercadeti platform, we successfully met and exceeded our project goals, significantly enhancing the user experience and SEO performance. The project's success demonstrates the power of targeted UX/UI improvements and strategic SEO optimizations in transforming digital platforms to better meet user needs and business objectives - Overview of Results:
Improvement in user experience: There was a 45% increase in user satisfaction according to post-redesign surveys.
Increase in SEO traffic: Organic traffic increased by 35% thanks to SEO optimization.
Interaction with the real-time map: There was a 50% increase in interaction with the real-time mapping functionality.
Mobile efficiency: Usability on mobile devices improved by 40%, with a notable reduction in user dropout rates on mobile devices.
Increase in SEO traffic: Organic traffic increased by 35% thanks to SEO optimization.
Interaction with the real-time map: There was a 50% increase in interaction with the real-time mapping functionality.
Mobile efficiency: Usability on mobile devices improved by 40%, with a notable reduction in user dropout rates on mobile devices.
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