Previously, it looked like this:
Now, it looks like this:
Niche Lead Designer and Front-End Developer Nate Bridi expanded on why the page underwent such a drastic change:
“[We're] trying to draw people in more and get them right to the content, which is where the real value in our products lie. We’re trying to set a tone of simplicity.”
The page went from having an abundance of words and descriptions to a focus on one phrase: “Find your Niche.” This phrase can mean a variety of things, including finding a neighborhood to call home, a school for a child, or a college to set a student down the right career path. This stylistic modification serves as a metaphor for Niche as it enters a new phase as a company.
“[It's] mostly to introduce a new era with the third leg of our product line,” said Bridi. “It makes a much more complete experience, so we have a lot more to say about Niche as a company.”
When it comes to the Niche Local front page, the Steel City is front and center, but not just because Niche is headquartered there.
“Pittsburgh is a city of neighborhoods. Every neighborhood has a unique town-like feel. Pittsburgh is known for that, so it’s naturally a good pilot city.”
When users scroll down the new home page, they will also encounter the phrase “everyday experts,” a term that empowers Niche users in a unique way.
“The intention behind ‘everyday experts’ is that we think there’s a lot of valuable information to mine from the experiences of people who’ve actually lived in a place,” said Bridi. “Trying to collect people’s experiences in a way that other people can gain insight from is a challenge, but that’s kind of the goal.”
And while Niche Local and the homepage redesign have been launched, that doesn’t mean the goal has been met.
“We already have a vision, and it’s going to help people explore the areas a lot better, but we know a lot more needs to happen.”
The Bottom Line
We’re already seeing positive results with the upgrade. Since the launch of the new homepage, our bounce rate has gone down 44%.