Revitalizing UX for Growth and Engagement
Background
Shulex is an AI-powered global SaaS platform dedicated to providing comprehensive research and data analysis tools for e-commerce businesses.
The project aimed to address several issues with the current marketing site and web app of Shulex. Primarily, the current site and web app did not resonate with its primary English-speaking audience, leading to decreased engagement and a higher bounce rate. A critical challenge was ensuring clarity in their products and marketing website to maximize user onboarding and cater to both novice and seasoned sellers.
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Overview
As the lead designer, I undertook the responsibility to rejuvenate both the official site and web app for a prominent e-commerce business. My responsibility includes:
Marketing Site Redesign:
Implemented the redesign for the main pages of the official global marketing responsive website, using user growth product strategies. It includes the homepage, site architecture, menu design, product pages, blog overview, and individual blog pages.
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Design System Development:
Created a design system to ensure visual consistency across the platform.
Web App Enhancements:
Redesigned the web app's homepage.
Improved the onboarding experience for new users.
Enhanced the UI/UX for AI report generation.
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Challenge
The objective is to to drive user growth and optimize the onboarding experience for English speakers as the company expands to address the global market.
Visual Inconsistency
Lack of visual consistency due to multiple sites/web apps with varied languages.
Cluttered Architecture
Inconsistent and cluttered information architecture on the current website.
English Appeal
Need to redesign the official global marketing site to appeal to English speakers as product is targeting global market now.
Onboarding Ease
Minimize onboarding friction from marketing site to the web app for international users, ensuring new users easily understand and engage with the platform.
Problem Statement
The existing website and web app did not cater to its primary user base effectively, with convoluted content presentation and a lack of clarity in its offerings.
Goal Statement
The primary goal was to revamp the Shulex website and web app onboarding experience to make it user-friendly, intuitive, and resonant with its core audience.
Design Outcome
The project exceeded all expectations and achieved great success.
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Impact
The redesign and strategic improvements manifested in tangible results:
158.9%
Surge in user growth.
37 seconds
Longer user interactions.
7%
Uplift in overal user engagement.
162.7%
Growth in new registrations.
Consistency via Design System
To address the visual inconsistencies across various sites and web apps, especially those with multiple languages, a unified design system is proposed. This not only aided in visual harmony but also paves the way for seamless collaboration between designers, and ensures consistent interaction patterns, further reducing user friction.
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Marketing Site
From the user research, the feedback indicated that product names and features were confusing, the content was condensed, and the English translations were subpar, making it difficult for English-speaking users to comprehend. Additionally, the visual design was described as plain, and first-time visitors struggled to grasp the company’s value proposition. To address these issues, we made the following improvements:
- Web experience: Revamped the homepage, site architecture, menu design, product page, blog overview, and individual blog pages tailored to the preferences and expectations of English-speaking users.
- Responsive design: Ensured the official English website was fully responsive, catering to users across various devices.
- User growth strategies: Integrated growth-focused strategies in the design to capture and retain users effectively.
Homepage
Revamped the homepage, site architecture, menu design, product page, blog overview, and individual blog pages tailored to the preferences and expectations of English-speaking users.
Blog overview and post pages
Ensured the official English website was fully responsive, catering to users across various devices.
Product pages
Integrated growth-focused strategies in the design to capture and retain users effectively.
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Menu Design
The navigation is cluttered with too many options and inconsistent product names, making it hard for users to find what they need and causing confusion. This inconsistency undermines navigation, reduces professionalism, and impacts user trust and engagement.To address these issues, we made the following improvements:
Standardize Names
Collaborated with content writers to simplify naming conventions for all products and features that were more descriptive and easy to understand. This ensures consistency and eliminates ambiguity for users.
Consolidate Similar Categories
A more innovative approach to website structuring, categorizing content based on specific use cases. This user-centric model can make navigation more intuitive for users looking to accomplish specific tasks.
Prioritize Key Tasks
Use data analytics to identify the most frequently accessed pages and place these prominently in the navigation.
Test with Real Users
Conduct user testing, such as card sorting exercises, to ensure names are intuitive and align with user expectations, improving overall navigation efficiency and brand perception.
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Web App Redesign
The project aimed to revamp the AI tool’s web app interface to enhance user navigation, accessibility, and visual coherence, providing a smoother experience, especially for new users.
- Complex Onboarding: The overwhelming number of features during initial interactions made the onboarding process confusing and discouraging for new users.
- Homepage Redesign: The web app’s homepage was overhauled to create a more intuitive and welcoming environment, making navigation easier.
- Enhanced Onboarding Experience: The onboarding process was streamlined, helping users quickly familiarize themselves with the platform in a clear and guided manner.
- Refined AI Report Generation: Improvements to the UI/UX of the AI report generation process made it more user-friendly and efficient, reducing friction in key workflows.
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Final Thoughts
This project highlights the impact of intuitive design paired with growth-focused strategies. The remarkable increase in user growth, engagement, and registrations underscores the redesign's success and the critical role of meeting user needs in a competitive global market.
Next Steps
Scalable Design Updates: Plan for scalable design enhancements to accommodate future growth and feature additions without compromising the user experience.
A/B Testing: Conduct ongoing A/B tests to optimize key features, navigation elements, and onboarding processes to further enhance user engagement and conversion rates.
Takeaways
User-Centric Design Drives Growth: Prioritizing user needs and intuitive design directly contributes to increased engagement, user satisfaction, and registration rates.
Consistency Builds Trust: A cohesive and consistent visual and functional experience across the platform strengthens brand perception and user confidence.