westOeast
A multilingual solution that assists clients in navigating their demands for advertising services.
All Projects / UIUX Design
Methods
Product Strategy, User Research, Interaction, Visual design, Prototyping & Testing
Duration
October 2022 to present
Tools
Figma, Adobe Illustrator, Adobe Photoshop, Lanhu Platform, Tower
// 01 Problem
The website was created with a temporary template and without solid usability testing or user research. The lack of organization of useful and primary information resulted in increased time spent by visitors searching for what they are looking for.
// 02 Solutions
To address the issue of the website's poor usability, I undertook a redesign project with the goal of providing potential clients with a clear understanding of westOeast's unique value proposition. By rebranding and understanding the agency's primary image as a bridge between West and East markets, I created a visually compelling website using existing design systems. The final product is available in both Chinese and English, making it accessible to a wider audience.
// 03 Questions
How can we create a user experience that helps people easily navigate what they are looking for on an advertising agency website and showcase what is unique about WestOeast?
// 04 Research
We analyzed the previous website by conducting field studies, concept testing, and usability testing to better understand the content and reduce repeated information. By gathering data and performing usability testing, I worked closely with another designer to create a structured system for the home page and used design thinking to determine what is important for clients and users.
Once we collected and analyzed the data, I sketched various options for the main and services pages. After finalizing the content for the index, we created the wireframes for the English desktop and mobile versions.
// 05 Ideation
// 06 Visual language
desktop versions were accessible and collaborated with professionals across the company to achieve the desired result.
It is very important that we design with the user in mind. Designing an English website is not the same as designing a Chinese version due to cultural background and popular aesthetic trends.
During this design process, it is important to be aware of how cultural differences can affect the user's experience of the app. Our preferences in physical environments can speak volumes about our digital environments.
// 07 Design is contextual
// 08 Validation
I gathered feedback from my team and tested the product for usability issues, optimizing the design to fit user habits. During development, I collaborated with the project manager and developers to fix bugs and align design decisions with the site. We validated the site through user testing and continue to do so. Next steps include beta and A/B testing on different devices, as well as running analytics tools to better understand user interactions.
// 09 Conclusions
We successfully achieved our project goals, as evidenced by positive feedback from users and clients during usability testing and surveys. Working with another designer taught me valuable lessons, including the importance of good communication to reduce risks and gather feedback. This project is not over, but a starting point for continued expansion and refinement.
Home Page Animation
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