UX CONSULTATION
Branding Guidelines, Social Media Strategy, Website Usability Recommendations
Improve user engagement and sales for our client, a jewelry brand, through optimized website and social media strategies. Improve usability for D’s Delights website.
Timeline
From explorations to final recommendations in 7 weeks while balancing other projects.
Methodology
Conducted 12 user interviews, of 30 minutes each for qualitative interviews which gave us insights for web and social media.
We also conducted a survey in the Pratt community to get insights on the visual elements like color palette, and website layout
Research & Planning
Heuristic evaluation of D's Delights website and social media accounts. Conducted a social media audit, and competitive analysis. Defined target audience, conducted interviews and compiled observations.
Design & Prototyping
Created interactive prototypes of social media accounts and website. Iteratively refined designs based on user feedback to enhance usability and visual appeal.
Implementation
Prepared recommendations including a brand guideline to create a more unified brand presence across platforms. Offered a strategy for social media and recommendations for an improved website design.
Overview
We identified three main usability problems with D’s current instagram and website.
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RECOMMENDATION 1
PROBLEM
Potential customers find the current instagram page to be cluttered and redundant.
SOLUTION
Simplify the bio section
62.5% of interviewees indicated they prefer the phrase “made with intention” in the bio
75% of interviewees indicated they prefer a shorter bio written in sentence format rather than bullet points
Reduce the number of links to allow for easier access to the website
Vary types of content shown on feed
Adhere to branding guideline
RECOMMENDATION 2
PROBLEM
Potential customers find the branding message to be confusing and inconsistent.
From our interviews, we also observed the following patterns:
- 80% of our interviewees enjoy posts with high-resolution, detailed images of the products
- 70% enjoy seeing posts with products on model
- 75% appreciate positive messaging in posts
- 63% appreciate posts about D’s personal story
- 50% like seeing behind the scenes content
SOLUTION
Based on these insights, we created a branding guideline that can BOTH address these needs AND streamline branding. We recommend applying the branding guideline across social media and website.
- 67% of our interviewees indicated that they typically shop for jewelry on website instead of directly on social media.
RECOMMENDATION 3
PROBLEM
Potential customers are having trouble navigating the website and feel like the visual design is inconsistent with the vibe of the jewelry.
SOLUTION
Improve the Information Architecture of the website navigation. Improve website branding to match the vibe of the jewelry.
- 100% felt like the new design is more aligned with the brand.
“I like seeing people wearing the jewelry, it’s more of a trusting site.”
Improve the Information Architecture of the website navigation.
- 100% found it “straightforward” to navigate the mobile site.
