Methods
Empathising
Contextual Observation
Interviews
Generative Workshops
Synthesising
Personas
Affinity Diagramming
Ideation
Storyboards
User Journey Map
Prototyping
Testing
Usability Testing w/ Think Aloud Protocol
Overview
Who is nexty?
Nexty is a Sydney-based creative agency. I got the opportunity to redesign the website during my internship as a UI/UX designer.
Brief and Approaches
The agency website has been outdated and needed a refresh to improve conversion. I first did research to identify problems and incorporated Google Analytics to back up my findings which gave me statistical evidence. Then I developed the design strategy and a high-fidelity prototype to augment the experience.
Simplify site structure
Firstly, I created Information Architecture to make the information more pointed and well-organised
Problem 1: Crowded and indigestible content leads to a high exit rate
The overall information hierarchy and copy are not concise enough to make the experience intuitive. For example, most of the contents of the 'About us' page were overlapped with the 'Services' page, which makes users hard to read. Repetitive contents need to be shrunk in order to deliver information accurately and effectively for the SEO purpose and also make sure the content areas are digestible.
A good website should be scannable
Way too much information leading to a tedious reading experience and high exit rate
Declutter the design
Redesigned the same page shown above, with adding interactions and animations, the site will be more readable by providing only the essential components.
Highlighted work section
A canvas-like way of presentation with branded colour aligned to 4 core services (Branding, Advertising, Property, Digital) to help users focus on a couple of work at a time that they can pay attention to details.
Prototyping the idea
For the purpose of conveying my idea and look&feel, I made the prototype of the website for testing and evaluation.
Final Design
Solutions
Final Design
How might we convey a reliable yet creative and passionate feeling through our website?
Problem Statement
Users overwhelmed by the overloading feature
endless loading leads to a cognitive overload
Problem 2: An endless loading
The infinite loading work feature on the homepage makes users feel exhausted to go through. The data from Google Analytics indicated 96% of people did not click any work for further details. According to Hick’s law, as the number and complexity of choices growing, people are more likely to choose nothing.
Role
UI/UX
Size
1
Client
Nexty
Nexty Redesign
Simplify the complex structure and make it more intuitive for users to navigate through pages.
Process
Discover & Define
Understand your business
I conducted an internal interview with our founder to kick off the project and to understand the business goal as well as the redesign goals. then we have aligned that we needed to deliver not only our expertise but also our creativity and passion.
Redesign goal
Simplify the complex structure and make it more intuitive for users to navigate through pages.
Style Guide
Even though they have a brand book but never have a digital one for their online presence, so I created a style guide with their existed brand colours and font to guide me through the design process.
More engaging and effective
After the new design, the bounce rate was improved to 62.21% from 83.02% within a month, exit rate for certain pages such as 'About us' and 'Services' reduced about 20% as well, and with the new design of work sections, there were more sessions lead to the work details page from home page.
I learnt that:
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always use data to evidence your findings, which can make your idea more realistic and persuadable.
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Simplify the learning process for users by providing similar design patterns.
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Be flexible with the design process but keep focusing on the goals
