UX/UI
Overview
Our goal was to find out what people think about flyAR's website and how the company appears to users. The company has never conducted website user testing before, so the current desired improvements are based on assumptions.
flyAR's main challenges are crystallisation of their core message and customer acquisition and retention.
Role
UX/UI Designer
Duration
2 weeks (Sep 2023)
Tools
Figma, Google Forms, Canva
With 13 days to do research and design propositions to the customer, our team knew we needed to work swiftly. The steps we covered in our 13-day design sprint included orientation, definition, research, analysing results and the final product, being the design propositions.
Analysing website data to identify potential problem areas.
Assessing the competitiveness of your business and learning best practices from others in the industry.
Direct feedback from users to find out the current functionality and message of the website.
According to Google Analytics, 57% of users visit the site "directly," suggesting they are likely aware of the company and directly enter the website address into their browsers. However, this category also includes unclear sources, indicating potential tracking issues with referrals. Given the high percentage of direct traffic, it's essential to ensure proper tracking behind analytics.
The most common user path on the website typically follows: Home - Our Work - What We Do - Who We Are - returning to the home page. This suggests that users tend to scroll through the page, navigating sequentially through the links, excluding the Blog and Contact pages.
Interestingly, on the Our Work page, approximately 34% of users proceed to the next page without opening any projects. Introducing categorization could enhance project visibility and ease of browsing.
We looked at other companies in the same sector and their websites to find out, for example, how they communicate their services on their websites.
Benchmarking helped us to understand what our competitors were doing well and where the company could improve. This was particularly important to ensure that the company's message was competitive and attractive to customers.
In the comparison, we found a significant difference in the way competitors emphasised sales and customer traction. Several sites had a clearly stronger sales message.
The websites highlighted the core value proposition of the companies by emphasising how their services or products benefited customers and solved customer problems. Services and projects were also often categorised, making it easier to navigate the website, thus providing the right content for different target groups
Objective
The primary goal of user testing was to assess users' perceptions of the company and its website usability, addressing challenges in communicating the core message effectively to enhance credibility.
Test Team
Students from Metropolia University of Applied Sciences were selected for their accessibility and diverse backgrounds, providing varied perspectives.
Content of the Test
Participants completed a Google Forms questionnaire independently, performing tasks and providing feedback on the site's usability and company perception. Open-ended questions ensured genuine responses.
We synthesised all research findings into actionable design propositions for flyAR to implement in the future, which we compiled into the report including all of our research results.
Defining company values - Ensure values are integrated throughout the website and part of the company's identity.
How to Stand Out - Specializing in interactive environments, 3D models, and unique offerings.
Personalized Slogan on the Homepage - Create a more engaging slogan for the homepage.
Consistent Tone of Voice - Maintain a consistent tone throughout the website.
Clarifying Project Significance - Clearly explain the purpose behind each project and how it benefits the company's clients.
Video bot - while it added a fun element, its usability was weak and often perceived as more disruptive than helpful. Solution: Remove the video bot entirely and transfer similar content to platforms like Instagram.
Easing rotation of 3D models.
Incorporating more visual elements on the pages, such as additional 3D models (which were highly engaging during user testing).
Categorizing projects for easier navigation by the target audience.
Embedding videos on the website for a more polished impression than YouTube links.
CTA (Call to action) button which could be something a potential client would genuinely be interested in.
Engaging element that represents the company's expertise.
A catchphrase that catches the user’s attention right away. The phrase should summarise the company in an interesting way.
Larger font size increases usability.
Title that represents what the user is seeing.
The customer would implement suggestions for improving the usability of the website
The company would identify their core values and find a potential competitive advantage in their competences
