Waste Management Redesign

Category
Website
Year
2021
Client
Waste Management
Role
UX Design Lead
Responsibilities
  • Lead overall UX and client workshops
  • Collaborate with visual designers and developers to produce user-friendly designs and functional annotations

Redesigning wm.com and shaping how 20 million people throw away garbage.

Waste Management is America's biggest waste management company, in need of a web experience refresh. Examining the current Component System, C&T has approached to streamline, optimize, and organize existing structure in an easy to use system.

Images for this project are coming soon.

Audience Groups

  • First time users:
    These want to explore what products and services are offered at Waste Management.

  • Regular visitors:
    These want to add or edit the current services they're receiving and check their service dates and updates.

Strategic Opportunities

  • Organize design system

    Create a clear organizational structure to the elements of the site system so that it's easy for the WM editorial team to manage the system

  • Raise brand awareness

    Transform WM's brand image into a one approachable and convenient service.

  • Improve user journey

    Piece elements together to facilitate a user's journey that surfaces the most helpful content in the right moments.

Challenge
Using multiple templates and designs for the same types of pages makes it difficult to measure the efficacy of content and analyze or leverage the data a page produces.

First, I dove into the current system.

  • By creating a CRD, a documentation that entails all the information about the current web system, I was able to understand the current templates and components.

    I organized by component type and ones that need a redesign or a reskin. This enabled me to view the system at a high level and confidently suggest to the client the areas that need improvement and the scope.

Then, we established the template system.

  • To help guide editorial strategy and execution, I supported strategists in identifying and defining the following templates:

Template Example

Homepage

The homepage Introduces new customers to what WM has to offer and help them find the service or solution that will suit their needs. It also helps the returning customers quickly pay their bill, log in to their dashboard, and sign up for a new service.

Template Example

Service & Solution Detail

These pages describe the benefits of a specific product or collection of services and products to meet particular customer needs. Additionally, there is clear CTA for conversion.
Data & Analytics
  • Drop-off location page and search results page both have high bounce rates of 55% and 44%. There’s room to improve these pages to better serve information to visitors.
  • 20% of the high bounce rate pages are support pages, which should be more efficient at addressing customer issues.

Wireframes and Components

  • An example of a new component wireframe is below. This Calendar component allows users to input their home/business addresses and dynamically displays relevant weather updates, holiday and service schedules based on user's area.

Data & Analytics
  • Of the non-bounce traffic to the homepage, only 0.17% used the address search bar and new visitors were not likely to use it.
  • Visits that interacted with the address search on the homepage ended up viewing nearly 2X more pages on average than the overall traffic.

Working with Visual Designers

  • I collaborated with the visual designers to review the visual enhancements.

Annotations

  • Taking a note of the existing WM annotations, I, with the team, reinvented the formatting to be more inclusive of the detail functionalities from the technical perspective, focusing on individual Global Elements, Template, Component, Card levels.