Case Studies
Insaiyan Entertainment
Redesigning the website for an easier navigation experience for users to access information.
Insaiyan Entertainment
12 weeks
UX Designer
UX Researcher
CASE STUDY SUMMARY
My impact
- Conduct exploratory and evaluative research to understand behaviors, pain points, and needs.
- Leverage KPI metrics to guide product development.
- Produce artifacts that informed design decisions.
- Style guide
CHALLENGES
The website has seen an increase of 800 visits from the previous year. However, talking to Frankie, the pageviews have not resulted in a significant increase in events booked.
OUTCOMES
I tackled accessibility issues and redesigned each page to engage users' attention and used reusable layouts to bring familiarity and cohesiveness to the website.
"Will is one of the most proactive individuals that I’ve worked with. He took the time to explain everything to me. He would be an asset on anyone’s team and has my recommendation!"
- Frankie Duong, Owner of Insaiyan Entertainment
Mobile product pages
Photobooth page
OVERVIEW
Redesigning for future needs
Frankie, the owner of Insaiyan Entertainment, is passionate about creating an unforgettable experience for every wedding he caters to. In anticipation of future product and service offerings, Frankie realized the need for a redesign that would improve the overall look and function of the website for both new and existing users.
DISCOVERY
Identifying existing issues
To begin, I conducted a heuristic evaluation using Jakob Nielsen's 10 usability heuristics to help identify existing usability issues and inconsistencies. This also gave me a starting list of some quick wins that were relatively easy to achieve to boost the effectiveness of the site.
1.9k
pageviews
70%
vs last year
50
forms submitted
50%
vs last year
OPPORTUNITY
The website's page views have increased by over 70% from the previous year, it is clear that the company has the potential for growth. Addressing issues around low conversion and engagement will be critically important in the company's growth and success moving forward.
DEFINE
Friction in the experience
I mapped out user flows to gain a deeper understanding of the information architecture and visualize the step-by-step navigation process for how a user navigates the site. This helped me process any hurdles users might encounter while navigating the site.
OUTCOMES
Account for multiple entry points
Reduce barriers by eliminating pages that do not offer value to users.
Create consistent and reusable page layouts
How might we get users to contact the business?
A majority of our website users are leaving before discovering our services, which indicates that our website may not be effectively communicating the value of our services or providing a user-friendly experience that encourages exploration and engagement.
IDEATION
Focusing on consistency and familiarity
To improve the site hierarchy, the focus was on reducing cognitive load by limiting the number of options presented to the user.
Design consistency across products
To enhance familiarity with guests and increase conversions, I established a layout for all products which included a contact form at the bottom of all pages.
Reduce cognitive load
I aim to minimize the number of interactions required for guests to reach the product pages of the website. In the site diagram I removed the splash page and added Call-to-actions to the homepage.
DESIGN
Branding
For those who haven’t watched the anime Dragonball Z, Insaiyan is a play on the word Saiyan. I felt that the website was not representative of Frankie's original intention for the company branding. In order to stay true to the company’s origin, a style guide was created to help communicate the company’s identity
Insaiyan style guide
SOLUTION
Leveraging experience
From discovery, one apparent section that was lacking on the website was an about me section. Touching on my prior experience as a former mortgage loan officer, I also added customer testimonials to increase the credibility of the site.
Standing out in a competitive market
We wanted to keep things simple and not deviate from what works. From the Swot analysis, a majority of the business' competitors had some form of social proof in the form of accolades or awards. We used customer testimonials to tie back to the years of experience within the industry.
Making it more personable
Adding a face and personality behind the brand in order to make the user's first impression of the company more memorable.
Keeping accessibility in mind
I prioritized accessibility by following WCAG guidelines. While these efforts help with improving organic traffic, these changes also account for visitors with diverse needs and abilities who might be interacting with the site.
NEXT STEPS
Measuring impact
To deliver an immediate impact, I implemented quick wins derived from research findings. These improvements focused on addressing accessibility concerns and SEO best practices in order to boost the website's ranking and performance to drive organic traffic.
50%
Reduced page load time
100%
Reduction in contrast errors and broken links
AA
WCAG 2.1 Compliance
REFLECTION
Blockers and next steps
Because this redesign was in the middle of peak busy season for the business, it was difficult to talk to prior clients in order to help guide my process. Instead of letting that be a blocker I leaned on quantitative data and focused on how to improve the website immediately.
PORTFOLIO
Next Project
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