The Brief
Sometimes you just need a little space. Maybe you’re moving, need a place to store unused items, or just got out of a bad relationship. Either way, space is good. And since 1977, Extra Space Storage has been leading the charge in transforming the storage industry.
Extra Space Storage built its business model from a simple idea: its facilities would make storing your stuff easy, clean, and secure. Now, with those same principles guiding their company, Extra Space Storage boasts nearly 1,500 stores in 39 states, with over 900,000 units and 103 million square feet of rentable space.
Extra Space Storage (ESS) felt that their online mobile unit reservations were not performing as well as they could be. They discovered that a large amount of their mobile site visitors were leaving the site before making a unit reservation. Many of these preferred to call the ESS call center to reserve a storage unit instead of reserving online. ESS wanted SolutionStream to refine, streamline, and innovate its mobile site to increase conversions while decreasing call center calls.
The Solution
When Extra Space Storage came to SolutionStream, we immediately realized that the bulk of their problem was in the current UX/UI elements on their website. Not only was it outdated, but the process lacked flow, leading to frustration among users.
We started by diving deep and analyzing competitor sites. Coupled with our user research, we identified some key areas to improve and put together some site designs that matched Extra Space Storage’s visual identity while proposing several new UX/UI concepts that were specifically tailored to their needs.
We immediately realized that the bulk of their problem was in the current UX/UI elements on their website. Not only was it was outdated, but the process lacked flow, leading to frustration among users.
The Impact
From our research, we found new UI elements and methods that the existing user path needed badly. The new designs integrated these into the user flow. We also identified some items and information that were superfluous to the experience. These were either deleted or moved to a more appropriate location on the site.
