Redesigning website for target users with content reorganization
XIX BRANDS, an innovative North American company, seeks to overhaul its underutilized website for improved customer engagement and acquisition strategies. The challenge lies in redesigning the site without overly emphasizing hip-hop elements while preserving the logo's essence. Additionally, the aim is to effectively communicate the brand's essence and offerings through well-organized, compelling content.
Client
XIX BRANDS
Duration
Oct 2023-Nov 2023
My Role
UI/UX Design
Team
UI/UX Designer, Graphic Designer, Developers
Tool
Figma
The client
XIX BRANDS, a North American company specializing in customized product solutions, offers an integrated platform that not only provides customizable services but also seamlessly integrates branding, graphic design, and merchandising for a unified and cohesive experience.
OVERVIEW
Problem statement
The company plans to revamp its neglected website for increased customer engagement and improved acquisition strategies
Previous neglect of the company's website led to missed customer engagement opportunities. To capitalize on its potential for customer acquisition, the company plans to revamp and refocus efforts on the website.
Challenge
Redesign without hip-hop overtones while preserving the logo and current vibe
Retain the essence of the brand's logo and current vibe while executing a redesign that steers clear of too much hip-hop-centric design.
Communicating the company's essence and offerings while catering to user needs through organized and rich content
Reassess content priorities to effectively communicate the company's essence and offerings to users.
DESIGN PROCESS
RESEARCH
Kick-off meeting - Stakeholder interview
The project was initiated via stakeholder interviews, extracting key details like needs and goals
The project commenced with a kick-off meeting involving stakeholder interviews. Through this session, we actively listened and posed pertinent questions to gain detailed insights into the project, including their needs, goals, and requirements.
Evaluate current site - Usability Heuristics
Content disorganization hinders user navigation and understanding
Using a Shopify theme significantly enhanced functionalities such as aiding users in recognizing, diagnosing, and recovering from errors. However, areas requiring improvement include ensuring a better match between the system and real-world expectations, maintaining consistency and adhering to standards, and enhancing the aesthetic and minimalist design.
Moreover, the lack of clarity, readability, and organization in the content poses challenges for users in understanding the available actions, and the services provided, and swiftly navigating to their intended destination.
Competitor research
Emphasizing edgy elements throughout the website might limit customer appeal
Relative to competitors, our current branding carries a slightly edgy tone. In this industry, accommodating diverse logo styles is crucial. However, emphasizing edgy elements throughout the website might limit customer appeal.
There is an overlap of certain content elements that serve as the essence of their website
Additionally, I examined the essence of content featured on their homepage, as it will serve as a guide to inform the design of our new website.
DEFINE
Persona
Individuals seeking to customized goods and those interested in graphic design for creating customized goods
Since we have a limited budget, I utilized AI to craft personas for XIX BRANDS, drawing insights from the company's customer information.
IDEATE
Sketch
Incorporating insights from the research phase, I started drafting initial concepts
DESIGN
Lo-fi wireframe
Commencing low-fidelity design, received feedback, iteration
Based on the initial sketch, I began designing the low-fidelity version and presented it to the client for approval.
UI kit
Reduce edgy elements and opt for a simple, neutral design to appeal to a wider range of customers
The clients wished to retain some edginess, so I incorporated it selectively through typography while ensuring consistency in branding and logo design. Also, I prioritized a simple and natural tone overall to broaden our brand's appeal across a wider customer base.
Final design
The final design has been delivered to the developers!
I developed both mobile and desktop versions of the high-fidelity design, which are currently being implemented by the developers for website construction.
REFLECTION
Managing client conversations amid ambiguity through professional suggestions
Sometimes clients know what they want but sometimes not. When clients are uncertain about their needs, taking an active role by providing professional suggestions, expressing opinions, and guiding the conversation can effectively initiate and steer discussions.
