Neil Kelly is the premier design/build remodeling expert in the Northwest, specializing in kitchen and bath remodeling, additions, basement conversions, and more. They came to us needing to update the design of their homepage and navigation with the goal of increasing engagement and better showcasing their expertise. We saw this as an opportunity to create a new design that resonated with their audience and showcased their brand promise as the Northwest’s most trusted remodeler.

The Results


Click-throughs from Homepage


User Visits to Top Service Pages




Services Implemented

  • User Interface (UI)
  • User Experience (UX)
  • Website Design
  • Navigation Design
  • User Research

The Challenge

The Neil Kelly team was looking to simplify and modernize the design of their homepage and navigation to better align with their services and audience’s journey. The home page needed to also clearly define the Neil Kelly brand of design/build expertise.

They recognized that the home page could do a better job of moving a customer through an ideal user journey, from inspiration to reality but were unsure of what site design changes could make that happen.

Our design team was eager to help this fellow B Corporation align their online storefront with the Neil Kelly experience their customer's can expect.

Our Approach

Mad Fish Digital's creative team performed user research, including preference testing, click testing, and five-second tests to identify where the current homepage and navigation gaps were. We found during this phase that the current site was not representative of the customized approach Neil Kelly provides their customers.

By taking user feedback, our in-depth knowledge of the Neil Kelly process, and the user's journey into consideration, we designed a new homepage and navigation that invited users to move through the website seamlessly and in a way that was representative of the Neil Kelly experience.

After the launch of the new page, we saw a 500% increase in user traffic to their top service page, a 17% increase in click-throughs from the homepage, and a 21% increase in overall pageviews.

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