Client

Established in 1975 in Clearwater, Florida, Pinch A Penny Pool, Patio and Spa has flourished over the past 45+ years, expanding its footprint to encompass more than 270 stores nationwide (up over 8% in the last three years). In the Entrepreneur Magazine Franchise Top 500 rankings of 2024, Pinch A Penny secured the 173rd position.

Problem

• The majority of web traffic started on a mobile device, but since the site, nor the customer lead form were not responsive, users typically converted at a later time via desktop 

• The previous site did not convey the Pinch A Penny value proposition, background story or franchise owners testimonials in a clear, concise, meaningful way

• To increase the robustness of the website’s SEO and SEM efforts

Solution

• Through succinct, easily digestible content, engaging statistics, testimonials, modern branding and custom photography, the overall user experience was elevated to the next level

• Business objectives and goals were achieved by creating clear call to actions, animated page layouts, user friendly responsive design and consistently highlighting the customer lead form

The Team

• Account Director

• Account Manager

• Creative Director

• Senior UX/UI Designer (me)

• Copywriter

• Web developer

• Key client stakeholders

My role as a Senior UX/U Designer

• Competitive Analysis

• Art Direction

• Visual Design

• Wireframes

• High-fidelity Prototype

• Client Presentations

• Quality Analysis

Execution

Wireframes

After the content strategy outline was approved, mobile and desktop wireframes provided the foundation for the future site. Wireframes were shared both internally and externally to receive feedback and make the necessary adjustments. 

High-fidelity Mockups

After feedback was implemented to the wireframes, mobile and desktop formats into fully-functioning, high-fidelity prototypes in Sketch. At this phase, we were able to receive additional, key stakeholder and internal feedback, which lead to creating numerous iterations.

Conclusion

Results

• Potential Franchise Owners are now able to easily navigate to the customer lead form via mobile or desktop and learn more information about available territories in their area.

• Time on site, user engagement and overall web traffic stats in both mobile and desktop have all increased

Lesson Learned

• Patience. Some organizations move fast, some move more slowly. Each has different reasons how they facilitate decision making processes and marketing initiatives. Just because some agency teams move very quickly, doesn’t necessarily mean the client will move along at the same pace. It's kind of like a potato sack race with two people and one potato sack. It works much better if both parties move at the same speed in unison.