ABOUT

Website Design| Design System

Phoenix Digital Technology
Official Website Redesign

Project Overview

The goal of this project is to redesign the official website of Phoenix Digital Technology. i worked as an UI/UX designer in collaboration with the Phoenix Digital Technology marketing department and IT department to identify potential opportunities, improve the user experience and enhancing brand image.

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Team

Brand Director, Project Manager, Front-end Developer

My Role

Research, Concept, Wire framing, Visual Design

Tools

Figma, Photoshop, Illustrator, Sketch

Timeline

Mar 2022 - May 2022

Introduction

Phoenix Digital Technology

digital visual + computer programs + interactivity

Phoenix Digital Technology is a company that focuses on providing digital technology solutions to its clients. Some of the services they offer include software development, data analysis, and digital marketing. The company's team of professionals have expertise in a variety of areas, including web development, data science, and marketing strategy. They work closely with clients to understand their needs and develop custom solutions that meet their specific goals and objectives.

Main product: “A Thousand Miles of Rivers and Mountains 3.0”

digital art piece which re-presents the beauty of China's natural scenery and cultural heritage painting in a dynamic and immersive way by digital technology

resource from: phoenix digital technology

Official Website Design Requirement

The goal of the new website

better align with market and customer needs by having more reasonable column settings

more complete functions, and more rich information. It should accurately showcase the brand image and team advantages, and provide customers with a clear and complete display of the advantages and context of different product cases

Research Process

Company Values

providing high-quality digital media services to users through innovative technology and content

Research & Development

improving existing ones, and exploring new technologies to ensure that its offerings are cutting-edge and meet the changing needs of its customers

Continuous Improvement

Phoenix Digital Technology is committed to continuous improvement in all aspects of its business, including its products, services, and processes

Intellectual Property

Has a robust IP strategy that includes patent applications, trademark registrations, and trade secret protection

Collaboration & Partnerships

Works closely with its customers, suppliers, and industry partners to develop new solutions and technologies that meet the needs of the market.

Customer-centric Innovation

puts the needs of its customers at the center of its innovation efforts. Understands their pain points and challenges, and works to develop solutions that address their specific needs

Target Users

In order to improve the function and presentation of the website more accurately, we analyzed the target users of the website

For Business

Companies who want to or have established business relationships with Phoenix Digital Technology. They want to improve their business efficiency and competitiveness by using Phoenix Digital Technology's products and services

For Consumer

Individuals who get to know about the products of Phoenix Digital Technology through exhibitions or other media channels and hope to learn more about the company's products and events

For Internal

Internal employees of Phoenix Digital Technology hope to obtain information and collaborate on work through the use of the company's website

Target Users Discovery

Qualitative Research

Based on interactive contact and qualitative research, we build a deep understanding of future target users. I Conducted 10 in-depth stakeholders interviews

Research Goal

The usage habits of potential users of the website when using the company's official website

Potential users’ experience pain points and experiences for official website

The expectations of potential users of the website regarding the content and functions on the website

Insights from interviews

Based on interactive contact and qualitative research, we build a deep understanding of future target users. I Conducted 10 in-depth stakeholders interviews

Attractive

Enhancing the visual appeal of the website through the use of modern and attractive design elements may increase customer interest and engagement with the product

“ The current visual experience feels boring, stale, and outdated to me. It is hard for me to find interest at times even though the product may be really cool.”’

From a partner customer's perspective

Low-barrier

Implementing intuitive and user-friendly features on the website could reduce barriers to customer engagement and increase sales of event merchandise and tickets

“Right now the website itself lacks function for me and other customers to interact with. When I want to find out more about the event like getting merchandises or tickets, those functions simply do not exist ”

From a customer's perspective

Systematic

Establishing a more systematic and organizational structure within each product showcase could improve the user experience and make it easier for customers to find the specific information they are looking for

“ The general lack of organizational structure within each product showcase makes finding the information I want since very difficult since different customers may want to see different things, and it has not been laid out properly.”

From an internal employee perspective

Final concept

Feature 1

Immersive interactive visual effect

Immersive display: Excites users. Enhances user experience by making the user feel like they are “inside the product.” A/B test results: This increases engagement rate by 120% and click through rate 130%.

Attractive

Feature 2

Better surfaced product information & hierarchy

Redesigned the projects showcase hierarchy: The new page offers more clarity in information hierarchy that matches the customers mental model.A/B test result: Usability was increased by 126% (Measured by # of clicks & time taken to find desired information)