ZOLO
ZOLO
Increased B2B order management startup sign-ups by 80% through a website revamp
Increased B2B order management startup sign-ups by 80% through a website revamp
Increased B2B order management startup sign-ups by 80% through a website revamp
Increased B2B order management startup sign-ups by 80% through a website revamp
My Role
As the project lead, I led a remote team of 3 UX/UI designers to revamp ZOLO's website user experience and interface. Through collaborative efforts, we identified the root cause of low conversions (sign-ups). Leveraging user research and insights, I conceptualised and led the development of responsive user interfaces and prototypes, overseeing the project's visual direction to ensure a cohesive experience across all platforms.
Team Structure
3 UX Designers/Researchers (including me)
Research Methods
Competitor analysis, survey, interview, usability testing, affinity mapping
Discipline
UX design, UI design, visual design
Platform
Web and mobile
Time Frame
Completed in 4 weeks (2023)
My Role
My Role
As the project lead, I led a remote team of 3 UX/UI designers to revamp ZOLO's website's user experience and interface. Through collaborative efforts, we identified the root cause of low conversions. Leveraging user research and insights, I conceptualised and led the development and prototyping of responsive user interfaces, overseeing the project's visual direction to ensure a cohesive experience across all platforms.
As the project lead, I led a remote team of 3 UX/UI designers to revamp ZOLO's website user experience and interface. Through collaborative efforts, we identified the root cause of low conversions (sign-ups). Leveraging user research and insights, I conceptualised and led the development of responsive user interfaces and prototypes, overseeing the project's visual direction to ensure a cohesive experience across all platforms.
As the project lead, I led a remote team of 3 UX/UI designers to revamp ZOLO's website user experience and interface. Through collaborative efforts, we identified the root cause of low conversions (sign-ups). Leveraging user research and insights, I conceptualised and led the development of responsive user interfaces and prototypes, overseeing the project's visual direction to ensure a cohesive experience across all platforms.
Team Structure
Team Structure
3 UX Designers/Researchers (including me)
3 UX Designers/Researchers (including me)
3 UX Designers/Researchers (including me)
Research Methods
Research Methods
Competitor analysis, survey, interview, usability testing
Competitor analysis, survey, interview, usability testing, affinity mapping
Competitor analysis, survey, interview, usability testing, affinity mapping
Discipline
Discipline
UX design, UI design, visual design
UX design, UI design, visual design
UX design, UI design, visual design
Platform
Platform
Web and mobile
Web and mobile
Web and mobile
Time Frame
Time Frame
Completed in 4 weeks (2023)
Completed in 4 weeks (2023)
Completed in 4 weeks (2023)
Overview
Overview
Overview
The Challenge
The Challenge
The Challenge
Research
Research
Research
Insights & Recommendation
Insights & Recommendation
Insights & Recommendation
Learnings
Learnings
Learnings
Overview
Overview
Overview
Overview
ZOLO is an early-stage startup focused on B2B order management software powered by AI, designed to streamline operations for food suppliers.
Its initial website was not generating sales from new customers due to low conversion rates. Recognising the need to enhance user experience, ZOLO partnered with us to revamp their website to generate more sign-ups.
ZOLO is an early-stage startup focused on B2B order management software powered by AI, designed to streamline operations for food suppliers.
Its initial website was not generating sales from new customers due to low conversion rates. Recognising the need to enhance user experience, ZOLO partnered with us to revamp their website to generate more sign-ups.
Objectives
Identify root causes of low conversions and optimise the user journey through user research and best practices.
Identify root causes of low conversions and optimise the user journey through user research and best practices.
Improve clarity in communicating ZOLO’s value proposition to improve user understanding.
Improve clarity in communicating ZOLO’s value proposition to improve user understanding.
Enhance the website experience with features that align with user needs to drive conversions.
Enhance the website experience with features that align with user needs to drive conversions.
Identify root causes of low conversions and optimise the user journey through user research and best practices.
Improve clarity in communicating ZOLO’s value proposition to improve user understanding.
Enhance the website experience with features that align with user needs to drive conversions.
Strategic Value
Through collaborative research with my team, we pinpointed the reasons behind low conversions. We then developed a redesign strategy that prioritises user experience, intuitive navigation, clear communication of ZOLO's unique value proposition, and accessible support to improve customer satisfaction, build credibility, and encourage sign-ups.
Through collaborative research with my team, we pinpointed the reasons behind low conversions. We then developed a redesign strategy that prioritises user experience, intuitive navigation, clear communication of ZOLO's unique value proposition, and accessible support to improve customer satisfaction, build credibility, and encourage sign-ups.
Outcomes
↑ 80%
↑ 80%
Achieved an 80% increase in sign-up conversions from organic traffic over 6 months
Achieved an 80% increase in sign-up conversions from organic traffic over 6 months
↑ 30%
↑ 30%
Increased SUS (System Usability Score) by 30% (75 to 97.5/100) rated by 5 prospects
Increased SUS (System Usability Score) by 30% (75 to 97.5/100) rated by 5 prospects
2 weeks%↑
2 weeks
2 weeks
Launched revamped website 2 weeks post-handover to the client with positive feedback
Launched revamped website 2 weeks post-handover to the client with positive feedback
“The revamped design of the website was definitely an enhancement as it communicates the key messages about ZOLO and its key CVPs (Core Value Proposition) in a much cleaner and visually pleasing way. ZOLO gained an overwhelming interest from food suppliers with 80% signing up upon the first pitch.”
“The revamped design of the website was definitely an enhancement as it communicates the key messages about ZOLO and its key CVPs (Core Value Proposition) in a much cleaner and visually pleasing way. ZOLO gained an overwhelming interest from food suppliers with 80% signing up upon the first pitch.”
“The revamped design of the website was definitely an enhancement as it communicates the key messages about ZOLO and its key CVPs (Core Value Proposition) in a much cleaner and visually pleasing way. ZOLO gained an overwhelming interest from food suppliers with 80% signing up upon the first pitch.”
Mrat Yussubaliyev
Co-founder & Business Director, ZOLO
Co-founder & Business Director, ZOLO
↑ 80%
Achieved an 80% increase in sign-up conversions from organic traffic over 6 months
↑ 30%
Increased SUS (System Usability Score) by 30% (75 to 97.5/100) rated by 5 prospects
2 weeks
Launched revamped website 2 weeks post-handover to the client with positive feedback
“The revamped design of the website was definitely an enhancement as it communicates the key messages about ZOLO and its key CVPs (Core Value Proposition) in a much cleaner and visually pleasing way. ZOLO gained an overwhelming interest from food suppliers with 80% signing up upon the first pitch.”
Mrat Yussubaliyev
Co-founder & Business Director, ZOLO
The Challenge
The Challenge
The Challenge
The Challenge
ZOLO's low conversion rates for sign-ups indicated friction points in the user journey.
ZOLO's low conversion rates for sign-ups indicated friction points in the user journey.
01
Unclear information about ZOLO’s services caused user confusion, making it difficult for users to understand the offerings.
Unclear information about ZOLO’s services caused user confusion, making it difficult for users to understand the offerings.
02
Missing contact information made it hard for users to contact ZOLO representatives, leaving them unsure of how to proceed.
Missing contact information made it hard for users to contact ZOLO representatives, leaving them unsure of how to proceed.
03
The lack of social proof led users to question ZOLO's credibility, causing them to hesitate to sign up for its services.
The lack of social proof led users to question ZOLO's credibility, causing them to hesitate to sign up for its services.
(Note: These were three out of the five issues identified from our research related to low conversion. The other two issues included a serious tone that did not resonate and visual dissonance that caused user confusion.)
How might we redesign ZOLO's website to help potential customers better understand ZOLO's offering, so as to drive conversion?
How might we redesign ZOLO's website to help potential customers better understand ZOLO's offering, so as to drive conversion?
Research
Research
Research
Research
To understand the reasons behind low sign-ups, my team and I conducted comprehensive research, including surveys, user interviews, usability testing, and an analysis of competitor offerings.
To understand the reasons behind low sign-ups, my team and I conducted comprehensive research, including surveys, user interviews, usability testing, and an analysis of competitor offerings.
Surveyed 34 users, including F&B suppliers (primary focus) and individuals from other industries, to assess the website's user-friendliness for a diverse future user base.
Interviewed 5 F&B suppliers from the small and medium-sized enterprise (SME) sector to understand their frustrations and usability challenges with the website.
Conducted a competitive analysis of competitor websites, identified improvement opportunities, and gathered valuable insights to enhance the website.
Here's a glimpse into my design process for this project.
This research approach enabled us to identify user pain points and understand their underlying causes, empowering us to develop strategies for improving the ZOLO website.
Leveraging insights from competitor benchmarking, I then led my team to implement a website redesign that prioritized user experience and aimed to drive sign-ups/demo bookings.
Surveyed 34 users, including F&B suppliers (primary focus) and individuals from other industries, to assess the website's user-friendliness for a diverse future user base.
Interviewed 5 F&B suppliers from the small and medium-sized enterprise (SME) sector to understand their frustrations and usability challenges with the website.
Conducted a competitive analysis of competitor websites, identified improvement opportunities, and gathered valuable insights to enhance the website.
Conducted a competitive analysis of competitor websites, identified improvement opportunities, and gathered valuable insights to enhance the website.
Here's a glimpse into my design process for this project.
This research approach enabled us to identify user pain points and understand their underlying causes, empowering us to develop strategies for improving the ZOLO website. Leveraging insights from competitor benchmarking, I then led my team to implement a website redesign that prioritized user experience and aimed to drive sign-ups.
Insights & Recommendation
Insights & Recommendation
Insights & Recommendation
Insights & Recommendation
Insight 1
ZOLO’s website failed to communicate its services. While 88% of users understood the basic concept of ZOLO's offerings, 82% found it challenging to understand the services and benefits offered by ZOLO due to readability issues and unclear information provided.
ZOLO’s website failed to communicate its services. While 88% of users understood the basic concept of ZOLO's offerings, 82% found it challenging to understand the services and benefits offered by ZOLO due to readability issues and unclear information provided.
ZOLO’s website failed to communicate its services. While 88% of users understood the basic concept of ZOLO's offerings, 82% found it challenging to understand the services and benefits offered by ZOLO due to readability issues and unclear information provided.
ZOLO’s website failed to communicate its services. While 88% of users understood the basic concept of ZOLO's offerings, 82% found it challenging to understand the services and benefits offered by ZOLO due to readability issues and unclear information provided.
The original ZOLO website before the redesign
Not knowing who was behind ZOLO and who it was designed for made 82.4% of survey users (n=34) feel unsure and hesitant to sign up.
Usability testing and user interviews further revealed that users couldn't immediately understand ZOLO's core service without scrolling down the website. The lack of specifics about how ZOLO works and its user benefits resulted in confusion among users regarding its offerings.
Not knowing who was behind ZOLO and who it was designed for made 82.4% of survey users (n=34) feel unsure and hesitant to sign up.
Usability testing and user interviews further revealed that users couldn't immediately understand ZOLO's core service without scrolling down the website. The lack of specifics about how ZOLO works and its user benefits resulted in confusion among users regarding its offerings.
The original ZOLO website before the redesign
Unclear information on features like '50 broadcasts per month' and '30k messages per month' further added to the confusion. This ambiguity led to an impression of incompleteness, impacting user trust and decision-making.
Unclear information on features like '50 broadcasts per month' and '30k messages per month' further added to the confusion. This ambiguity led to an impression of incompleteness, impacting user trust and decision-making.
The original ZOLO website before the redesign
Interviews with users revealed that ZOLO's current website may not effectively communicate its services and unique selling points (USPs) to users.
Interviews with users revealed that ZOLO's current website may not effectively communicate its services and unique selling points (USPs) to users.
“An intro would be helpful as I only understood what ZOLO offers towards the end of the website.”
“An intro would be helpful as I only understood what ZOLO offers towards the end of the website.”
“It took me a while to understand what this website offers.”
“It took me a while to understand what this website offers.”
“Make it clear who the website is for like it’s designed for restaurant owners and chefs.”
“Make it clear who the website is for like it’s designed for restaurant owners and chefs.”
“The website copy should be clearer for customers who skip the video or didn’t notice it. I only understood the product offerings after watching the video.”
“The website copy should be clearer for customers who skip the video or didn’t notice it. I only understood the product offerings after watching the video.”
Insights from user research with salad artists we surveyed and interviewed
Insights from user research with salad artists we surveyed and interviewed
Recommendation 1
Enhance user understanding of ZOLO and its services through simplified language and a clear hierarchical structure, addressing user confusion and improving website readability.
Enhance user understanding of ZOLO and its services through simplified language and a clear hierarchical structure, addressing user confusion and improving website readability.
Enhance user understanding of ZOLO and its services through simplified language and a clear hierarchical structure, addressing user confusion and improving website readability.
Enhance user understanding of ZOLO and its services through simplified language and a clear hierarchical structure, addressing user confusion and improving website readability.
Revamped website with a clear value proposition and a hero image.
Revamped website with a clear value proposition and a hero image.
•
•
Display ZOLO's value proposition above the fold with concise messaging and a hero image that reflects the primary service, to provide users with an immediate understanding of the core service.
Revamped website with clear value propositions and scannable content
Revamped website with clear value propositions and scannable content
•
•
Communicate the benefits of ZOLO's services and value proposition clearly by providing time-saving benefits and detailed information on its features and functionality.
Communicate the benefits of ZOLO's services and value proposition clearly by providing time-saving benefits and detailed information on its features and functionality.
•
•
Prioritise user-relevant features like Text-to-Order (favoured by 80% of users) for easy discovery.
Prioritise user-relevant features like Text-to-Order (favoured by 80% of users) for easy discovery.
Revamped website with clear value propositions and scannable content
Revamped website with clear value propositions and scannable content
•
•
Enhance user understanding of ZOLO and its services through founder and customer stories that showcase memorable values.
Enhance user understanding of ZOLO and its services through founder and customer stories that showcase memorable values.
Revamped website with clear value propositions and scannable content
Revamped website with clear value propositions and scannable content
•
•
Include a "Sign Up" CTA to encourage users to sign up for a free trial to experience firsthand how ZOLO can streamline their operations and empower informed decision-making.
•
•
Offer users the flexibility to choose the ZOLO plan that best suits their business needs with transparent and flexible pricing plans.
Outcome
After restructuring the website content, our recent usability test revealed that all users found it easier to access information about ZOLO's services and benefits.
After restructuring the website content, our recent usability test revealed that all users found it easier to access information about ZOLO's services and benefits.
Insight 2
Nearly all users (97%, n=34) preferred a friendlier and more approachable tone for ZOLO's website, indicating the current tone may not resonate well with users.
Nearly all users (97%, n=34) preferred a friendlier and more approachable tone for ZOLO's website, indicating the current tone may not resonate well with users.
Nearly all users (97%, n=34) preferred a friendlier and more approachable tone for ZOLO's website, indicating the current tone may not resonate well with users.
Nearly all users (97%, n=34) preferred a friendlier and more approachable tone for ZOLO's website, indicating the current tone may not resonate well with users.
The original ZOLO website before the redesign
During the interview, users also gave feedback on experiencing a disconnect with ZOLO due to the serious and disengaging tone. This disconnect was further emphasised by their preference for a more approachable tone that resonates with them.
During the interview, users also gave feedback on experiencing a disconnect with ZOLO due to the serious and disengaging tone. This disconnect was further emphasised by their preference for a more approachable tone that resonates with them.
“The tone of voice is a bit serious and not engaging enough.”
“The tone of voice is a bit serious and not engaging enough.”
“The AI character in the video sounds monotone and doesn't appear friendly.”
“The AI character in the video sounds monotone and doesn't appear friendly.”
“Have a more approachable and easy reading structure than a monotone.”
“Have a more approachable and easy reading structure than a monotone.”
“The tone of voice for the video is too serious and slow.”
“The tone of voice for the video is too serious and slow.”
Insights from user research with F&B professionals we surveyed and interviewed
Insights from user research with F&B professionals we surveyed and interviewed
Concerns about the website's tone surfaced during usability testing. Words like "serious" and "lacking in friendliness" were frequently used by users to describe their experience.
Concerns about the website's tone surfaced during usability testing. Words like "serious" and "lacking in friendliness" were frequently used by users to describe their experience.
Recommendation 2
Refresh the website's tone to foster deeper connections and make the brand more relatable with users.
Refresh the website's tone to foster deeper connections and make the brand more relatable with users.
Refresh the website's tone to foster deeper connections and make the brand more relatable with users.
Redesigned website showcasing ZOLO's expertise and partnerships
Redesigned website showcasing ZOLO's expertise and partnerships
•
•
Bridge the disconnect by adopting a friendly and approachable tone that resonates with users, fostering connection and understanding.
Bridge the disconnect by adopting a friendly and approachable tone that resonates with users, fostering connection and understanding.
Outcome
After the website's tone refresh, user feedback indicated a better alignment with their preferences and perceived the brand as more relatable and approachable.
After the website's tone refresh, user feedback indicated a better alignment with their preferences and perceived the brand as more relatable and approachable.
Insight 3
The lack of social proof made potential users question ZOLO's credibility and hesitate to sign up for its services.
The lack of social proof made potential users question ZOLO's credibility and hesitate to sign up for its services.
The lack of social proof made potential users question ZOLO's credibility and hesitate to sign up for its services.
The lack of social proof made potential users question ZOLO's credibility and hesitate to sign up for its services.
During user interviews, a key concern emerged: potential users expressed hesitation to sign up for ZOLO, a new startup, wondering if the company could deliver on its promises.
During user interviews, a key concern emerged: potential users expressed hesitation to sign up for ZOLO, a new startup, wondering if the company could deliver on its promises.
“No testimonials to show credibility.”
“No testimonials to show credibility.”
“The website is not convincing enough to click “Get Started”.
“The website is not convincing enough to click “Get Started”.
“What we know about you” should be upfront to let the audience identify with the product and to see possible use cases.”
“What we know about you” should be upfront to let the audience identify with the product and to see possible use cases.”
“There aren’t any case studies to check out how the features have been implemented.”
“There aren’t any case studies to check out how the features have been implemented.”
Insights from user research with F&B professionals we surveyed and interviewed
Insights from user research with F&B professionals we surveyed and interviewed
This lack of testimonials or user reviews, which could build trust and showcase the impact on users' work processes, made it difficult for them to assess ZOLO's credibility and legitimacy.
This lack of testimonials or user reviews, which could build trust and showcase the impact on users' work processes, made it difficult for them to assess ZOLO's credibility and legitimacy.
Recommendation 3
Leverage social proof from companies that have joined ZOLO’s launch and team expertise to build trust and convince users to try ZOLO.
Leverage social proof from companies that have joined ZOLO’s launch and team expertise to build trust and convince users to try ZOLO.
Leverage social proof from companies that have joined ZOLO’s launch and team expertise to build trust and convince users to try ZOLO.
Leverage social proof from companies that have joined ZOLO’s launch and team expertise to build trust and convince users to try ZOLO.
Redesigned website showcasing ZOLO's expertise and partnerships
Redesigned website showcasing ZOLO's expertise and partnerships
•
•
Establish credibility by highlighting the team’s proven expertise and experience to assure potential users they are in capable hands.
Establish credibility by highlighting the team’s proven expertise and experience to assure potential users they are in capable hands.
•
•
Build confidence and trust in potential users by showcasing ZOLO’s partnerships with companies to demonstrate the value of its services.
Build confidence and trust in potential users by showcasing ZOLO’s partnerships with companies to demonstrate the value of its services.
As ZOLO's client base grows, sharing success stories of how businesses have benefited from its services can build trust with potential clients and highlight the value ZOLO delivers.
As ZOLO's client base grows, sharing success stories of how businesses have benefited from its services can build trust with potential clients and highlight the value ZOLO delivers.
Outcome
Following recent website design changes, user testing has shown a positive shift in user perception of the brand. Users now find the brand more reliable and are more likely to sign up for the service.
Following recent website design changes, user testing has shown a positive shift in user perception of the brand. Users now find the brand more reliable and are more likely to sign up for the service.
Reach out to me for the full research and design process breakdown. I’m happy to share it!
Insight 4
The lack of communication options and customer support made reaching ZOLO extremely difficult for users, leaving them uncertain and unsure of how to proceed.
The lack of communication options and customer support made reaching ZOLO extremely difficult for users, leaving them uncertain and unsure of how to proceed.
The lack of communication options and customer support made reaching ZOLO extremely difficult for users, leaving them uncertain and unsure of how to proceed.
The lack of communication options and customer support made reaching ZOLO extremely difficult for users, leaving them uncertain and unsure of how to proceed.
The original ZOLO website before the redesign
Despite repeated search attempts during user testing, users couldn't locate any ZOLO contact information.
They were disappointed to discover ZOLO only offered the 'Get Started' and 'Join Waitlist' buttons, which led to an email submission without any follow-up. This left users uncertain about the next steps and abandoning their inquiries.
Despite repeated search attempts during user testing, users couldn't locate any ZOLO contact information.
They were disappointed to discover ZOLO only offered the 'Get Started' and 'Join Waitlist' buttons, which led to an email submission without any follow-up. This left users uncertain about the next steps and abandoning their inquiries.
“Who can I contact if I need help?”
“Who can I contact if I need help?”
“As an enterprise, I need to make direct calls to talk to someone.”
“As an enterprise, I need to make direct calls to talk to someone.”
“I want prompt support and do not want to deal with implications of missed orders.”
“I want prompt support and do not want to deal with implications of missed orders.”
“There’s no way to email for a demo.”
“There’s no way to email for a demo.”
Insights from user research with F&B professionals we surveyed and interviewed
Insights from user research with F&B professionals we surveyed and interviewed
The lack of contact information caused users to have concerns about receiving prompt support and addressing any problems they might encounter.
The lack of contact information caused users to have concerns about receiving prompt support and addressing any problems they might encounter.
Recommendation 4
Build a support section with clear call-to-action (CTAs) for booking demos, accessing support, and troubleshooting guides to improve accessibility to customer support.
Build a support section with clear call-to-action (CTAs) for booking demos, accessing support, and troubleshooting guides to improve accessibility to customer support.
Build a support section with clear call-to-action (CTAs) for booking demos, accessing support, and troubleshooting guides to improve accessibility to customer support.
Build a support section with clear call-to-action (CTAs) for booking demos, accessing support, and troubleshooting guides to improve accessibility to customer support.
Revamped website with easy access to FAQs, demos, and contact options
Revamped website with easy access to FAQs, demos, and contact options
•
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Offer immediate support through readily accessible contact information, such as email and a dedicated support line, to minimise user frustration.
Offer immediate support through readily accessible contact information, such as email and a dedicated support line, to minimise user frustration.
•
•
Create a dedicated page for users to easily schedule personalised demos and receive tailored assistance addressing their needs.
Create a dedicated page for users to easily schedule personalised demos and receive tailored assistance addressing their needs.
Revamped website with easy access to FAQs, demos, and contact options
Revamped website with easy access to FAQs, demos, and contact options
•
•
Empower users to resolve common issues independently by implementing an FAQ section featuring solutions to frequently asked questions.
Empower users to resolve common issues independently by implementing an FAQ section featuring solutions to frequently asked questions.
•
•
Foster meaningful connections with customers by establishing a social media presence that provides valuable community insights and enables direct interaction.
Foster meaningful connections with customers by establishing a social media presence that provides valuable community insights and enables direct interaction.
Outcome
With readability-accessible support, users can easily reach the customer support team, find solutions to their problems more efficiently, and are more satisfied and less frustrated when they encounter issues.
With readability-accessible support, users can easily reach the customer support team, find solutions to their problems more efficiently, and are more satisfied and less frustrated when they encounter issues.
Insight 5
62.5% of the users are frustrated about the website’s unappealing, unprofessional, and confusing visuals, which impacted their overall browsing experience.
62.5% of the users are frustrated about the website’s unappealing, unprofessional, and confusing visuals, which impacted their overall browsing experience.
62.5% of the users are frustrated about the website’s unappealing, unprofessional, and confusing visuals, which impacted their overall browsing experience.
62.5% of the users are frustrated about the website’s unappealing, unprofessional, and confusing visuals, which impacted their overall browsing experience.
Missing Navigation Menu
The website lacked a navigation menu on web and mobile versions, making it difficult for users to find the information they needed without scrolling.
Web
Mobile
The original ZOLO website before the redesign
The missing navigation menu made navigating the website difficult, causing users (80%) to feel disoriented, as highlighted by the 16.8-second average scrolling time to find relevant information, leading to frustration and affecting the overall user experience.
Finding the information they needed became a challenge for users – a recurring issue identified during user interviews and usability testing due to the missing navigation menu.
The missing navigation menu made navigating the website difficult, causing users (80%) to feel disoriented, as highlighted by the 16.8-second average scrolling time to find relevant information, leading to frustration and affecting the overall user experience.
Finding the information they needed became a challenge for users – a recurring issue identified during user interviews and usability testing due to the missing navigation menu.
“It’s better to have tabs to navigate than scrolling down all the way to learn more about the services.”
“It’s better to have tabs to navigate than scrolling down all the way to learn more about the services.”
“At the moment, it’s difficult to navigate or understand what areas of the website are available to me.”
“At the moment, it’s difficult to navigate or understand what areas of the website are available to me.”
“The page is too long and can easily get lost while scrolling.”
“The page is too long and can easily get lost while scrolling.”
Insights from user research with F&B professionals we surveyed and interviewed
Insights from user research with F&B professionals we surveyed and interviewed
ZOLO website's visual inconsistencies created an unprofessional impression. Pixelated images, an overused colour palette, inconsistent fonts, and poor spacing made browsing the website frustrating.
The original ZOLO website before the redesign
Mismatched visuals and text further added to the confusion, making it difficult for users to grasp the intended message.
Mismatched visuals and text further added to the confusion, making it difficult for users to grasp the intended message.
“Visuals are low-res and not eye-catching.”
“Visuals are low-res and not eye-catching.”
“The colours and images aren't consistent, and the video and content width can be improved.”
“The colours and images aren't consistent, and the video and content width can be improved.”
“Can consider standardising the font used.”
“Can consider standardising the font used.”
Insights from user research with F&B professionals we surveyed and interviewed
Insights from user research with F&B professionals we surveyed and interviewed
Web
Mobile
Missing Navigation Menu
The website lacked a navigation menu on web and mobile versions, making it difficult for users to find the information they needed without scrolling.
The original ZOLO website before the redesign
Recommendation 5
Redesign the website for improved user experience and visual consistency with high-quality and relevant graphics.
Redesign the website for improved user experience and visual consistency with high-quality and relevant graphics.
Redesign the website for improved user experience and visual consistency with high-quality and relevant graphics.
Redesign the website for improved user experience and visual consistency with high-quality and relevant graphics.
Clear navigation menu and the new page length
•
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Facilitate seamless navigation between different sections by implementing a navigation menu to enable direct access to desired sections without excessive scrolling.
Facilitate seamless navigation between different sections by implementing a navigation menu to enable direct access to desired sections without excessive scrolling.
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Enhance website browsing experience by restructuring content into distinct pages to minimise scrolling fatigue.
Enhance website browsing experience by restructuring content into distinct pages to minimise scrolling fatigue.
Revamped website design
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Improve visual consistency by implementing a style guide and ensuring consistent design across all platforms.
Improve visual consistency by implementing a style guide and ensuring consistent design across all platforms.
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Enhance the website's overall appeal with high-quality and relevant graphics, and assign distinct colours to each feature helps users recognise and identify them easily.
Enhance the website's overall appeal with high-quality and relevant graphics, and assign distinct colours to each feature helps users recognise and identify them easily.
•
•
Humanise the brand by featuring images of real users or visuals reflecting ZOLO values to add personality and make it feel more authentic.
Humanise the brand by featuring images of real users or visuals reflecting ZOLO values to add personality and make it feel more authentic.
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Enhance content readability and scannability with headings, subheadings, and bullet points to help users save time finding relevant information.
Enhance content readability and scannability with headings, subheadings, and bullet points to help users save time finding relevant information.
Outcome
The website revamp reduced the mobile landing page by 40%, leading to an 80% increase in sign-ups. Users can now find key information and navigate to relevant sections in just 4.35 seconds on average—a 74% improvement.
The website revamp reduced the mobile landing page by 40%, leading to an 80% increase in sign-ups. Users can now find key information and navigate to relevant sections in just 4.35 seconds on average—a 74% improvement.
Reach out to me for the full research and design process breakdown. I’m happy to share it!
Learnings
Learnings
Learnings
Learnings
01
Personal growth in leadership
Leading a UX project for the first time was challenging and enlightening. The experience taught me the importance of collaborative decision-making: By leveraging diverse perspectives from my team, user feedback, and stakeholder input, we navigated complex challenges and delivered high-quality solutions within tight deadlines. This collaborative approach improved our outcomes and enhanced my leadership skills, teaching me to balance speed with quality and adapt our strategies as new information emerges.
Leading a UX project for the first time was challenging and enlightening. The experience taught me the importance of collaborative decision-making: By leveraging diverse perspectives from my team, user feedback, and stakeholder input, we navigated complex challenges and delivered high-quality solutions within tight deadlines. This collaborative approach improved our outcomes and enhanced my leadership skills, teaching me to balance speed with quality and adapt our strategies as new information emerges.
Personal growth in leadership
01
02
Testing early and often
We could only conduct three pre-launch tests due to the tight timeline. Despite the limited testing opportunities, we gained firsthand experience of how identifying usability issues early, even during the wireframe stage, could have saved us time and effort later on. This experience highlighted the importance of prioritising early testing whenever possible in future projects.
We could only conduct three pre-launch tests due to the tight timeline. Despite the limited testing opportunities, we gained firsthand experience of how identifying usability issues early, even during the wireframe stage, could have saved us time and effort later on. This experience highlighted the importance of prioritising early testing whenever possible in future projects.
Testing early and often
02
03
The need for clear communication with the client and teammates
Managing a part-time team while holding a full-time job initially felt overwhelming. Keeping everyone informed and aligned became my primary concern. To address this, I started holding regular check-ins with my team and keeping clients updated on our progress. This experience deepened my understanding of effective leadership, from managing expectations to ensuring everyone felt heard and valued. We successfully delivered the project on time, and I’m super grateful to my amazing teammates for this incredible learning experience!
Managing a part-time team while holding a full-time job initially felt overwhelming. Keeping everyone informed and aligned became my primary concern. To address this, I started holding regular check-ins with my team and keeping clients updated on our progress. This experience deepened my understanding of effective leadership, from managing expectations to ensuring everyone felt heard and valued. We successfully delivered the project on time, and I’m super grateful to my amazing teammates for this incredible learning experience!
The need for clear communication with the client and teammates
03
More Case Studies
More Case Studies
More Case Studies
More Case Studies
SGcarmart
Improved information discovery by 82.3% through an optimised used car experience
SGcarmart
Improved information discovery by 82.3% through an optimised used car experience
SGcarmart
Improved information discovery by 82.3% through an optimised used car experience
SGcarmart
Improved information discovery by 82.3% through an optimised used car experience
SaladStop!
Streamlined salad artist efficiency: Saved ~2.2k employee hours annually (~$18k) with improved preparation system
SaladStop!
Streamlined salad artist efficiency: Saved ~2.2k employee hours annually (~$18k) with improved preparation system
SaladStop!
Streamlined salad artist efficiency: Saved ~2.2k employee hours annually (~$18k) with improved preparation system
SaladStop!
Streamlined salad artist efficiency: Saved ~2.2k employee hours annually (~$18k) with improved preparation system
SGcarmart
Improved information discovery by 82.3% through an optimised used car experience
SGcarmart
Improved information discovery by 82.3% through an optimised used car experience
SaladStop!
Streamlined salad artist efficiency: Saved ~2.2k employee hours annually (~$18k) with improved preparation system
SaladStop!
Streamlined salad artist efficiency: Saved ~2.2k employee hours annually (~$18k) with improved preparation system
Let's Collaborate
Let's Collaborate
Let's Collaborate
Let's Collaborate
Looking for a passionate digital art director or product designer who thrives on co-creating intuitive experiences to empower users and bring your vision to life? Let's chat! Feel free to reach out via LinkedIn.
Looking for a passionate digital art director or product designer who thrives on co-creating intuitive experiences to empower users and bring your vision to life? Let's chat! Feel free to reach out via LinkedIn.
Looking for a passionate digital art director or product designer who thrives on co-creating intuitive experiences to empower users and bring your vision to life? Let's chat! Feel free to reach out via LinkedIn.
Looking for a passionate digital art director or product designer who thrives on co-creating intuitive experiences to empower users and bring your vision to life? Let's chat! Feel free to reach out via LinkedIn.
© Faye Tan 2024
11:40:29 AM UTC
© Faye Tan 2024
11:40:29 AM UTC
© Faye Tan 2024
11:40:29 AM UTC
© Faye Tan 2024
11:40:29 AM UTC
© Faye Tan 2024
11:40:29 AM UTC