Digitrinity is a solutions and services providers which focuses in three major domain that are Telecommunication, Energy and Agriculture. The company need a redesigned commercial website to boost online presence. As the main UX/UI designer, I was involved in all phases of the project, from mapping out the problem to delivering final designs.
Issue Description
To create a commercial website that provides useful information about the company and its products and boosts conversion rates.
Key Drivers
A Deeper Dive into the Products to Conceptualise Website Better.
Unlike traditional service providers, Digitrinity focuses on green energy and on the upliftment of the lower strata. The website must fall in line with these offerings of the company while highlighting the facts that support that build trust in the company.
Additionally, the website must also not over load visitors with information that might cause a lack in approachability of the website.
Research + Planning
The Current Scenario
I wanted to create a platform that felt trustworthy, helpful and information- rich. In order to achieve this goal my primary focus was gaining a deeper insight of the environment. I employed the following techniques.
1. Identifying Problems
The first step involved recognising the problems associated to the online presence of the website. Digitrinity was up against multiple players existing in the solution-provider space and a unique brand identity was essential to the success of the website.
Along with the problem on brand identity, I was also able to identify the pain points the users face while interacting with such websites. Continuity of communication and Information overload were the primary concerns.
2. Competitive Analysis
By performing detailed analysis of the existing player in the market, I was able to identify the gaps that could potentially be filled to secure the Digitrinty's position as a leader in the solution provider space. I carried out research on the market trends and user preferences, and uncovered some insightful statistics on habits and sentiments of potential customers.
Key Insights from Research
Approachable
The website must represent all products and services in a user friendly way so people feel comfortable in interacting with the website.
Adequately
Informative
The platform must appropriately present information so potential customers can get to know more about the services and products.
Continuity
The website must focus on continuity of both content and communications allowing users to continue from where they left off.
Identity
The website must establish a unique brand appeal that helps users distinguish it from competitors.
Ideation
How Should the Product Behave
Carrying forward what I accumulated as a part of research, I devised the flows of usage by employing various techniques of information architecture and modelling.
1. Persona
Suman Singh
Is a Business man who owns a battery rejuvenation centre. He supplies his products throughout the country using a B2C model. He lays utmost importance on trust and does not mind if things take longer to reach 100% quality.
Age
42
Wants
Location
Yangon
I want to automise my business process."
Occupation
Business Owner
Archetype
Industry Cynic
Frustrations
Difficult to discover information
Content Overload
To find services for automisation
To obtain quotes for services
2. Brainstorming
I conducted brainstorming sessions with my team along with Process engineers and Product Managers who were working on various products at Digitrinity. Working with engineers and managers helped me integrate domain knowledge in the design process. By mediating with the said personnel I was able to prioritise features. During these sessions, we discussed the possible applications, target users, and the type of industries we serve.
3. Structure + Interactions
I then created a user flow was to wholly grasp how a user would navigate through the website. Here I focused mainly on how the user would discover services and steps one would take to discover more about the said services. In corroboration with the brainstorming outputs and the business requirements, I created a structure for the website through a few iteration rounds. Through the process, I created a refined information architecture.
Design + Synthesis
Formulating a Website that Exudes Trust and Quality
After the completion of the requisites, I began the actual process of designing of the system. Like any other stage, this stage as well had its preliminary steps that needed to be completed before the design could start.
1. Final Wireframes
Homepage
Focus
Contact
Case Study
About Us
2. Style Guide + UI Kit
To boost brand recognisability I decided to formulate a simple design system with sharp corners so as to give the website an overall professional feel.
2.1 Colors
2.2 Type Faces
2.3 Fonts
2.4 Buttons + Navigation
3. Hi-Fidelity Design Prototype
Homepage
Focus
About Us
Case Study
Contact Us
Testing + Verification
Detecting Faults and Errors
This was the final step that carried out in order to make sure the product created actually satisfies user needs and stands upto the standard that users expect. I mainly accomplished this task by employing the following techniques.
1. A/B Testing
I chose to run the homepage interface through an A/B test. The test was administered within a small group of users to determine which variation works better.
I defined the progress of the test in terms of the answers obtained by the following questions:
-
How are the conversion rates affected by the usage of each interface?
-
How satisfied do users feel after using each interface?
1.1 Interfaces Used
A
B
1.2 Results
100%
Test Completion
30%
Higher conversion rate of A
90%
Users Preferred A over B
Values + Learnings
Never Refrain from Questioning
In a team at a big organisation, I found myself hesitating to question the existing design techniques in the beginning of the internship. During the course of my internship, my superior constantly motivated me to ask insightful questions. This ability of mine was carried forward in actual practice as I prepared questionnaires for interviews and surveys. The brainstorming sessions and elicitation techniques were solely based on asking intelligent questions pertaining to usability. These processes helped me come out of my shell and helped me become a better UX Designer.