Tru-lens, a Canadian online contact lens store, had its website developed by an external agency under tight timelines, leading to a rushed production release. As a result, the website lacked brand guidelines, and overall website designs needed to be more consistent. In this project, the goal was to create a comprehensive design guide and system while enhancing the overall user experience of the entire website.
Firstly, I identified the website's problems by listing them. Once identified the problems, I planned specific solutions for each issue.
Visualizing personas and journey maps was essential for understanding Tru-lens users.
Needed a comprehensive design guideline for consistent design across the entire website.
The purchase process felt like navigating through a maze.
It is a must feature for an e-commerce website where has many items.
Home page takes more than 5 seconds to load, which is considered very slow.
The page structure was not SEO optimized.
Defining the persona and user journey map helps understand Tru-lens customers. Also, it is essential to create the brand guidelines.
I conducted a survey on the website, collecting customers' basic information such as gender, age, and occupation. Secondly, we gathered existing customer data from the CMS and visualized Tru-lens's persona.
| Gender | Female |
|---|---|
| Age | 31-39 |
| Location | Canada |
| Status | Single |
| Ocupation | Office worker |
| Income | $4,000 - $4,500/month |
Based on the persona, I got a clear understanding of Tru-lens's audience. I established guidelines indicating the appropriate color, font type, and size for the target audience.
As a next step, I prepared wireframes for the most frequently accessed pages. During this phase, I also ensured all stakeholders that the page contained everything we wanted/discussed.
After collecting feedback from stakeholders, I made minor updates and finalized the mockups. I worked closely with the development team, and together, we launched the website smoothly without any erros!
Google insight shows that page load speed significantly improved. Also, according to google analytics, page views overall went up 19% after updating the website and the bounce rate of the product page reduced to 22.6% from 36.8%. The sales number also went up significantly. The original object focused on changing the website's appearance, though the numbers also improved. I am so glad that Tru-lens is happy with the result.
I have a strong desire to constantly expand my knowledge and skills. If you have an interesting and challenging project that requires a motivated and enthusiastic team member, I'm ready to dive in. Don't hesitate to get in touch!
