🐣 Introduction
Starting from revamp whole website across mobile and desktop platforms focusing on enhancing branding, refining layout, interactions, and elevating overall user experience. The goal is to boost client engagement and drive an increase in the rental conversion rate.
🤓 My Role
I’m freelance product designer of this project working from start to end process. Conducting research, ideate, and test the final design. Then completely hand off to outsourcing developer.
⚠️ Problem
There's no significantly change in Lazada wallet since 2019. As a product design team we try to revamp whole experiences in app. These are the problems that show in previous design
PROBLEM #1
Non-Responsive design
In today's digital world, it's crucial for websites to work well on mobile phones since 73% of users browse the internet using them. Without a mobile-friendly version, a website could miss out on a lot of visitors.
PROBLEM #2
Out dated design
Outdated design on a bus rental website can cause user frustration, compatibility issues, a lack of credibility, and missed opportunities for features like mobile responsiveness and SEO.
PROBLEM #3
No consistency
A lot of Inconsistent in old website which leads to confusion in exploring experience, no brand identity, and potential user disengagement.
PROBLEM #4
Poor Branding Perception
In today's digital world, it's crucial for websites to work well on mobile phones since 73% of users browse the internet using them. Without a mobile-friendly version, a website could miss out on a lot of visitors.
🏆 My Challenge
Increase engagement
83% of customer use mobile to visite this website so optimising website experience especially mobile will get higher chance of visibility and attract organic traffic.
Elevate sales opportunities
Improve tag elements such as image and visual graphic to increase chances of ranking higher in search results. Focus on relevant keywords related to bus rentals and travel.
Content relevancy
To ensuring that the information aligned with the user's needs and expectations
Delightful experience
Ensure the website is easy to navigate with clear calls-to-action (CTAs) and intuitive design. Users should be able to find what they need quickly and efficiently.
🚀 Impact
Data from 2022 to 2023 google analytics & google ads show significant higher engagement. These are the impact after launching new design
Design Process
Research device usage
From data most visitor are using mobile phone but for ads conversion mostly used desktop.
Competitor analysis
Explore our competitor website of how they design the website and how they organized content structure and compare feature comparison
1. Mostly they put the CTA for call or request pricing quote on the easiest place to click
2. Luxurious quality image with short and clear marketing slogans
3. Highlight key specification and product details for users to quickly dive through
1. Mostly they put the CTA for call or request pricing quote on the easiest place to click
2. Luxurious quality image with short and clear marketing slogans
3. Highlight key specification and product details for users to quickly dive through
Sketch & low fidelity UI
Once I already define the brand identities by creating the moodboard and gather some best practice, I start to create the low fidelity UI that can show how can I reorganize website content and revamp user journey to suit for the target audience.
Iteration
I turn all of these wireframe into several versions. Also exploring different layout, content, typography and image
High fidelity UI
After many rounds of iteration. I prepare this final iteration as a prototype to test. So we can quickly get feedback on the landing page and faster get improving idea from users
User Testing
I used mazed as a testing tool to validated my design. With 6+ respondents let me know how can I improve landingpage.
Heat map shows how users interact with the task I gave so next version we can improve more based on these data.
💯 Final Designs
Walk through all detail that I work for Patsornchai Tour
Before and After
Old design are really cluttered, no relevant content, and lack of consistency. The design doesn’t attract user to renting the bus which can lead to losing engagement opportunities and branding positioning in business aspect.
Simple 2 steps rent
From filter seats, type, and restroom users can quickly select the one they prefer
Relevant content & image
Providing mandatory facilities in details with professional copy. 360 degree image that clearly show whole interior and exterior
Trusted, Testimonial & FAQ
Giving user trust by presenting company achievement and portfolio in about page testimonial and postive review from other users
📌 Key Take Away
Know more about your products
We can’t assume what users really needs. To keep deliver seamless experience we have change based on when and how they use a product. To make things better, you have to keep trying new ideas, stay open to surprises, and be ready to change.
After design hand-off
We find out that sometimes there's a trade-off between meeting business goals and satisfying users. It's about finding the right balance between what benefits the business and what makes users happy.
That’s mean to balance these problem we need to prioritizing user-centered design, collaborating closely with stakeholders, using data to inform decisions, adopting an iterative approach, and communicating effectively about design choices.
Customer insight
Gathering feedback from users and iterating on your design based on their insights is key to improving the user experience over time.
