The goal was to redesign the website to enhance user engagement, improve navigation and usability, and ensure alignment with the app’s branding. The redesign focuses on creating an engaging, visually appealing, and user-friendly experience that resonates with both kids and their parents.
After the UX team and I presented the initial design of the website to stakeholders and potential users, we found out that there are areas to make improvement.
Lack of Engagement:The current website fails to capture the interest of potential users due to an outdated design and lack of interactive elements. It does not effectively communicate the app's unique features or benefits, resulting in lower-than-expected engagement and download rates.
Ineffective Presentation:The website does not present the app's key features and gameplay clearly. Potential users are not provided with compelling visuals or descriptions that would entice them to download the app.
Poor Navigation and Usability:Users experience difficulty navigating the website, which impacts their ability to easily find information about the app and download it. The current layout is not intuitive and does not guide users effectively through the site.
Inconsistent Branding:There is a mismatch between the website’s design and the app’s branding, causing a disjointed user experience. This inconsistency undermines the app’s overall brand identity and user recognition.
UI Improvement Issues:
Outdated Interface:The game app’s UI is perceived as outdated and does not meet current design standards. This impacts user satisfaction and engagement, as modern users expect a more polished and visually appealing interface.
Usability Challenges:The app’s navigation and controls are not as intuitive as they could be, leading to a steeper learning curve for new users. The UI design does not effectively support the app’s functionality, resulting in user frustration and potential drop-offs.
Inconsistent Visual Design:There is a lack of consistency in visual elements, such as color schemes, fonts, and button styles, which affects the app’s overall aesthetic appeal and usability.
I've worked on a competitive analysis by comparing sites that my users would visit, both direct and indirect competitors. For direct competitors, I included the sites that the uses would like to currently purchase their clothes. Plus, I included sites that offer new technology in fashion as indirect competitors.
The direct competitors offered size charts and a virtual stylish which you can schedule with during weekdays. However, it didn’t offer flexible hours for users but their stylists’ schedules. The indirect competitors offered new technology such as virtual try on and coordinating new style.
I conducted a research to find out what are the main pain points and to understand what works for the users. I sent out 9 survey responses and had three interviews.
In researching competitors’ homepages for showcasing game apps, several design strategies emerged as effective in capturing user attention and enhancing usability. The key takeaways include:
1. Prominent and Consistent Call-to-Action (CTA):Visibility and Clarity: Competitors frequently use prominent and consistently placed CTAs to draw attention and guide users towards key actions, such as downloading the game or signing up. This approach not only grabs users' attention but also contributes to a clean, uncluttered design.
2. Centralized Logo and Streamlined Navigation:Logo Placement: Positioning the logo centrally on the homepage enhances brand visibility and recognition. Additionally, separating the navigation menu from the logo area improves the overall layout, making the site easier to navigate and ensuring that users can quickly access different sections of the page.
3. Prominent Sign-Up Buttons:High Visibility: Competitors often place sign-up buttons prominently at the top of the page. These buttons are designed to stand out, making it easy for users to register or start engaging with the app right away.
These design elements, when effectively implemented, contribute to a compelling and user-friendly homepage that enhances user engagement and drives app downloads.
4.High Visibility:Competitors often place sign-up buttons prominently at the top of the page. These buttons are designed to stand out, making it easy for users to register or start engaging with the app right away.These design elements, when effectively implemented, contribute to a compelling and user-friendly homepage that enhances user engagement and drives app downloads.
Base on my research, I jot down the major features or UI design that I made improvement. And I sketched out key screens that can be enhanced.
1. Adding icons before a long paragraph will help users to be engaged with the content.
2. I found out that the users expected to see “register” button at the top and be prominent.
3. Using avatars will align with the branding and feel more friendly towards younger audience.
4. Having diversity of avatars help bringing different users to the site.
5. Having negative space between different sections will help making the design clean.
Bright and Cheerful: Use a vibrant color scheme that’s engaging but not overwhelming. Colors should be consistent with the app’s branding.
Typography: Chose fonts that are fun yet legible, with larger sizes for headings and important information.
Kid-Friendly Graphics: Incorporated illustrations and images of characters from the app, educational elements, and playful designs that appeal to the target age group.
Testers completed three tasks: Task 1: Change Description 2: Share Return (QR) code 3: Amazon Pick-up
9/10 users said, overall it was very easy and straight forward
3/10 testers mentioned that the new icons that's been added looked familiar and went well with the current design
2/10 people mentioned that they first clicked the profile icon on the homepage
There was a suggestion that it would be nice to have the back button at the top. However, it's not following the current navigation that Amazon is using.
