Nine Studio
Redesigned the website to vibrant, intuitive experience for Nine Studio.
As the sole UX Designer at Nine Studio, I managed this project's end-to-end process of website development & design, from data analysis to implementation. It was a multidisciplinary project requiring user experience research, UI components, style guide, and visual design.
You can check out the redesigned website here.
Role
UX DESIGNER
Year
SEPTEMBER 2023 - MAY 2024
PROJECT
WEBSITE REDESIGN
tools
fIGMA
ILLUSTRATOR
SQUARESPACE
Overview
Challenge
Repetitive & Frequent Complaints
Significant issue mentioned over and over from parents for using the studio website. Constant complaints disturb teachers, which resulted to lower the quality of class.
Outcome
Easy, Vibrant, and Intuitive Design
By redesigning the overall website, I successfully reduced the bounce rate by 20% and significantly increased user engagement time by 200%. Additionally, I improved usability testing from 50% to 95% on second time usability testing with redesigned website.
Final Design
Research 1
Exploring Nine Studio
I started this project by learning about Nine Studio. I held meetings with the studio owner and immersed myself in the class to understand the environment. Then, I thoroughly examined the website and mapped out the existing user flow based on my experiences at Nine Studio.
Quantitative Data Analysis
In order to understand how effective the current website is, I looked at both the Google Analytics and Squarespace Analytics to see user engagement and bounce rates , providing insights into areas for improvements.
65%
Average 40% - 55%
for B2C business
Bounce Rate
46%
dropped off
after the 2nd page
70 sec
Average 2 ~ 3 minutes
for content-rich sites
User Engagement Time
Exploring Metrics
Since the beginning of 2023, bounce rate went up and down but the highest record was 85.53% and average of 65%.
For art and entertainment business website, average bounce rate is 56%. Nine Studio has 9% higher rate than the average.
Research 2
Usability Testing
In order to evaluate the current Nine Studio’s website, I conducted testing research with 5 parents of students to find product issues.
Given the tasks to complete, I started by watching them exploring the website first then moved on to the testing.
Teachers Interviews
To understand problems precisely, I conducted interviews with 4 teachers in the Nine Studio. Here are some questions I have asked.
Scraped from teachers’ email list - questions & complaints about website
Affinity Diagram
Findings & Insights
Based on the quantitative & qualitative research, these are the most significant issues that needed to be addressed.
01
Discovered Underlying Problems
Distinctive problems are interconnected, all pointing to a deep-rooted central issue: an inconvenient and confusing website. This means that redesigning the website can address different issues.
02
Forgettable Landing Page
Users expressed that the landing page does not accurately reflect the studio's environment. This was also a particular difference noted in competitor research.
03
How to navigate
A major issue expressed by every tester was the difficulty in navigating the menu in the navigation bar due to its unclear wording, unnecessary items, and lack of intuitive design.
04
Legibility & Readability
Most users were confused about understanding the descriptions for programs, and often, users would ask for detailed elaboration through email or messages. Additionally, unclear fonts and colors hindered readability.
How can we improve features
more engaging and intuitive
web experience that reflects
the creativity and vibrancy of Nine Studio?
Ideation
Exploring Possibilities
Before I make any design decision, I mapped out major issues from research and their potential solutions.
Reducing Confusing Route
According to results from usability testing, I redirected Information Architecture as simple and intuitive as possible.
I combined programs and registration into one so users won’t need to reroute back to register programs.
Visual Identity
Design Concept
Design
Interface Design
Following the research results, I made major changes in website interface design after engaging in an iterative process.
Course Registration
Course Details
Add to Cart
Visual Design
In addition to UX Design, I also created poster, banner, and character design which goes cohesively with website design system.
Major Improvements
Final Usability Testing
After implementing the final design, I conducted usability testing again with three same users from the first testing and two new users.
The result has amazingly improved to 95% successful completion out of 40 tasks.
Impact
After the three months of hard work, bounce rate has decreased to 45% which is the lowest rate in two years.
User Engagement Time
Additionally, average user engagement time increased to 2 minutes 20 seconds, which is 200% growth from the past.
Takeaways
01
Data-driven project
This project has been more focused on data analysis than ever before, requiring me to learn new vocabulary to understand its implications in data metrics fully. It has significantly broadened my analytical skills and deepened my understanding of web dynamics.
02
Precise design concept
The most significant visual improvement stemmed from implementing a unified design system. Every user from the second usability testing mentioned its notable visual design and showed high satisfaction. A consistent style of design attracts users to stay longer, potentially leading to further exploration.
©2024 Biju baek
Go Back To Top
Thanks for visiting!
To fully enjoy this website, recommend to view on desktop.
\Made with love and a lot of coffee © 2024 Biju Baek
Let's connect!