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Yovo, a leading brand in the vaping industry, needs a product website redesign for optimizing user engagement, streamline navigation, and ultimately elevate the overall digital experience for visitors. I applied user centric design by focusing on discovering pain points from users and applying actionable features.
YOVO
2023
Role
UX / UI Designer
Services
UX Design, Website Design, Digital Design
Problem
Improving Website Information Accessibility
Yovo website's current design and navigation structure are causing significant difficulties for users in locating the information they need. This inefficiency not only frustrates users but also results in a substantial increase in customer service inquiries, placing a heavy workload on our staff.
How might we ensure users can easily and quickly find the information they are looking for, thereby reducing the reliance on customer service?
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Solution
Design Features To Meet Different User Needs
The redesigned UI for the Yovo product website represents a fresh, youthful, and intuitive aesthetic. In crafting this new interface, I conducted user interviews and testing to gain insights into user needs and identify pain points to address specific user requirements. Notable enhancements include expanded information on product flavors, an integrated locator feature, and an issue reporting form. This helped the Yovo customer team handle issues more quickly and be more responsive to user needs.
User Research
What Our Users Are Looking For?
I reviewed all the contact form, sorting and organizing the various topics and issues mentioned. The majority of customer requests pertain to reporting issues related to the products they purchased, with the second-most common being inquiries about the purchase location. On the merchandise side, there is a lack of timely updates on our product information, leading potential store owners to seek more detailed information about our products.
Design A Solution
Redesign website features based on user needs
In design phase, I created mid-fi to outline the new information architecture and user flow. I also implemented responsive design, ensuring a seamless user experience across various screen sizes.
User Pain points
Issue Reporting Process
Customers are struggling with reporting issues about purchased products. The process might be unclear or difficult to navigate.
Purchase Location Inquiries
Potential buyers face challenges finding information about where to purchase products.
Outdated Product Information
Merchandise pages lack timely updates, causing users (especially potential store owners) to seek additional details elsewhere.
Inconsistent Design Styles
Different fonts, button styles, and UI elements make the experience feel unpolished.
Outcome
Elevates User Engagement, Reduces Workflow
Due to time constraints, we must conclude our project within a three-month timeframe, leaving us with limited opportunity to conduct an additional round of user testing for the redesign.
Nonetheless, we have assessed our progress and the impact of the changes by comparing data from one month prior to and one month after the project delivery, in order to measure the effectiveness of our processes.
26%UP
Organic traffic in 30 days
73% DOWN
"Clicks to contact rate"
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Feature Prioritization
After understanding what our users are looking for, I began listing all the possible features we could add to the current platform. I then collaborated with our product team to allocate resources effectively. Focusing on MVPs allows for quicker releases and iterative improvements, enabling the product to reach users faster and gather feedback for further enhancements.