Ecobee: Contractors

Revamped the contractor section of Ecobee's smart home e-commerce site to enhance engagement, streamline navigation and provide easy access to product updates, selling points and tailored resources.

Timeline
1-2 months

In collaboration with
Product Manager
Copywriter

My role
Design Lead
Research
Wireframes
Figma Specs
QA Testing

Context
Ecobee is a Canadian company that produces smart home devices, most notably smart thermostats, selling to both homeowners and contractors. The objective was to highlight the launch of their newest thermostat, the Smart Thermostat Lite, on the Contractors page, while also revisiting the overall UX.

The Problem
The Contractors page doesn’t get much engagement – most users only scroll through half of the content, if that.

• the page is much too long, resulting in high drop-off rates
• contractors can’t easily navigate to the information they need
• the content is outdated
  

The Ask

• feature the new Smart Thermostat Lite on the Contractors page
• increase overall user engagement on the page by 25% within 4-6 months

The Research

Current state audit

• conducted a current state audit of the existing Contractors page to identify what was working well, what wasn’t and where there were opportunities for improvement

• explored how competitors (ie. Google Nest, Ring) approach their audience, with a focus on information hierarchy, navigation and content organization

Key findings

• poor navigation and information heirarchy
• high drop-off rates due to page length – roughly 35% of users were getting to the product features & specs section, a key area of interest for contractors
• product installation information was scattered across the site
• page content was out of date
  
• contact information was difficult to locate

Wireframes

• collaborated with the copywriter to develop responsive wireframes – updating content, featuring the new Smart Thermostat Lite and improving the section’s UX
• grouped content into logical, easily digestible sections so users could find all relevant information in one place
• added a subnav menu to break content into focused sections, enhancing discoverability and reducing scroll fatigue
  
• presented wireframes to stakeholders for feedback and iterated based on input

Designs

• developed high-fidelity mocks using Ecobee’s visual design system, ensuring consistency across the site
• collaborated with the copywriter to finalize the messaging and layout and presented it to stakeholders for final approval
• shared the finalized designs and assets with the content manager to build out the pages using Contentful, a content management system
• performed QA to ensure the final build matched the approved designs and provided a seamless user experience

The Impact

• increased overall user engagement by 28%, surpassing the original 25% target
• boosted scroll depth and content visibility, raising views of the product features & specs section from 35% to 50%
• improved navigation and layout, reducing bounce rate from 45% to 33% and encouraging deeper exploration