Hermaid Website | Dec 2024
UX/UI Design, Case Study
UX/UI Design, Case Study
hermaid is aiming to become the brand that covers holistic female healthcare solutions for women and we start with menopause. There was confusion on the existing website regarding what we provide, what values we could bring, and why what we do matters to our target audience. When we confuse our audience, they ignore us.
My team and I revamped the homepage for our primary audience - companies and HR managers to clear the message when they are visiting our website and enhance customer engagement.
Role
UX/UI Designer
Worked with CPO, CTO, Sales specialist, Marketer and another UX/UI designer
UX/UI Designer
Worked with CPO, CTO, Sales specialist, Marketer and another UX/UI designer
Timeline
2 weeks
2 weeks
Task
Define the Problem
Secondary Research
Competitive Analysis
Storytelling
Wireframing
Visual Design
Define the Problem
Secondary Research
Competitive Analysis
Storytelling
Wireframing
Visual Design
Industry
Healthcare,
Female Health
Healthcare,
Female Health
Tool
Figma
Figma
Problem
Overwhelming information, low understandability.
Overwhelming information, low understandability.
1. Confusing Content
2. Visual Inconsistency
3. Low Conversion Rate
Goals
1. Imrpove the content and storytelling to enhance brand awareness.
2. Optimise navigation and visual consistency
3. Increase user engagement
1. Imrpove the content and storytelling to enhance brand awareness.
2. Optimise navigation and visual consistency
3. Increase user engagement
Research
I conducted 5 user interviews to find out how is the experience when people visiting our website.
I focused on some key questions include:
1. How would you rate the overall experience with our website?
2. Is it easy to find what you are looking for on the website?
3. How would you rate the quality of the content on our website?
4. Does the website provide enough information about our services?
5. Does the website design enhance or hinder your experience?
6. If you could change one thing about the website, what would it be?
I focused on some key questions include:
1. How would you rate the overall experience with our website?
2. Is it easy to find what you are looking for on the website?
3. How would you rate the quality of the content on our website?
4. Does the website provide enough information about our services?
5. Does the website design enhance or hinder your experience?
6. If you could change one thing about the website, what would it be?
Competitor Analysis
I reserched 5 competitors, I found that
1. Value-oriented: Elaborating the values of the offers/services clearly
2. Provide with number-driven benefits is much more convincing 3. Provide free resources like articles can enhance engagement
1. Value-oriented: Elaborating the values of the offers/services clearly
2. Provide with number-driven benefits is much more convincing 3. Provide free resources like articles can enhance engagement
Content Audits
Ideation
Based on my research, I designed the storyline for the homepage.
#1 Storyline Structure
After analysing the existing structure, I found there are some contents repeat in different sections and there are no hierarchy of contents.
#2 Engaging Interaction
Part from free resources, add a cost calculator could intrige the user and improve the user engagement.
#3 Consistent Visual Design
While removing some sections out of the structure, ensuring the colors and graphics are on-brand.
Final Solution
Before
After
User Testing
I measured the time people need to understand the service and the readability.
Reflection
Storytelling for businessThrough research and competitor audits, I learned how the story should be unfolding on the website.
It's aways about the audienceWhether it's the experience or the content, the audience should be the hero, not the brand. Thinking the audience-first, helps reduce the distractive content and tends to have a convincing story.
Measure successIf I have more time, I will set up the website with Google analysis to have data-driven insights and hopefully to see the improvement on engagement. Also, continue to gather feedback and make improvement.
It's aways about the audienceWhether it's the experience or the content, the audience should be the hero, not the brand. Thinking the audience-first, helps reduce the distractive content and tends to have a convincing story.
Measure successIf I have more time, I will set up the website with Google analysis to have data-driven insights and hopefully to see the improvement on engagement. Also, continue to gather feedback and make improvement.