Problem
Based on customer feedback and a survey distributed to the public regarding the visual aspects of our official website, where respondents were asked to select adjectives describing the visual style of the website, we identified several issues with the original website.
The website structure is disorganized
The images on the landing page appear clickable, but in reality, they are not clickable. Additionally, it's unclear from the text description what content the buttons will link to, causing confusion for users who cannot find the information they are looking for.
The products and services are placed together in the same section. While hovering over them gives the visual cue of accessing detailed pages, users cannot directly click to access the detailed pages from this section
Users cannot intuitively determine whether clicking this button will lead to the company story, product details, or service introduction
2. Value proposition doesn't meet company expectations and customers can't grasp product features
When visitors land on the homepage of the old website, they are greeted by banners emphasizing low prices, which isn't aligned with the company's desired value proposition. Survey responses also indicate that some users find the promotional aspect of the banners overwhelming, failing to communicate the unique qualities of the products.
Old website homepage banner: Emphasizing low prices, contrary to the intended value proposition of the company
3. The website style does not reflect the intended image of the company
The dark color scheme, primarily based on deep blue, gives a sense of uncleanliness and disorder. In the survey, the top three adjectives provided by respondents were "gloomy" (55.3%), "dull" (47.4%), and "technological" (44.7%)
The primary color tone of the old website is predominantly deep blue
Goal
1. Create a clear and intuitive user browsing experience
The new website must allow users to easily find the desired information and guide them to the product pages where we want to promote sales, as well as the contact forms for leaving their information.
2. Increase the proportion of users willing to provide contact information
The new website should capture customer interest, encouraging them to stay and browse the content, ultimately leading to them leaving their contact information, thereby increasing opportunities for business promotion and product sales.
3. Convey a modern, clean, and minimalist product image
The company aims to transition its image from selling traditional cash register hardware to primarily promoting modern digital point of sale (POS) products, especially iPad POS, and cloud-based services. Therefore, the stylistic appeal of the official website is “modern, clean, and minimalist”.
Design
Competitive product analysis
We referenced several tech product brands and official websites of point of sale system providers both domestically and internationally. We found that using white and gray as the primary color scheme is very popular among contemporary tech companies, as it gives the corporate image and products a modern and clean look. Therefore, we intend to design the website with a bright and light color scheme.
Site Map
We are separating the point of sale system from traditional cash register hardware equipment and showcasing our products and services using an e-commerce platform approach.
Design system
Because the colors in the company logo are rather vibrant, we opted for complementary shades that wouldn't clash. We chose a cool blue, which is more suitable for the tech industry, and added a vibrant orange to inject energy.
Deliverable
Desktop
Landing page
Product page
Mobile
Outcome
Increased website traffic and lead capture
According to Google Analytics data and inquiry records, both website traffic and the number of inquiries have shown significant increases.
The total number of website visitors has significantly increased after the redesign.
After the redesign, there was a significant increase in active users. This addressed the high bounce rate issue of the old website.
According to business reports, there has been a significant increase in the number of people leaving their information after the launch of the new website.
The website style has successfully transformed
Through a survey, feedback was gathered from the public regarding the main visual style of the new website. The top three adjectives received were “bright” (73.7%), “clean” (73.7%), and “minimalistic” (63.2%), aligning with our initial goals.
Future
Enhance the e-commerce payment processing functionality to allow customers to purchase products more conveniently and quickly
The current user flow involves potential customers browsing and leaving their product inquiries and personal information. Subsequently, a dedicated sales representative contacts the customers to sell the products. In the future, we will consider planning for a website with functionalities closer to an e-commerce platform, selling hardware products. Customers will be able to register as members, bookmark products, and directly place orders through the website.
Increasing the appeal of iPad POS products
The company aims to highlight its point of sale products, especially iPad POS. Therefore, future plans will focus on enhancing the attractiveness of iPad POS to generate customer interest and stand out in the competitive market.
