Project Introduction
To improve user experience and engagement, we embarked on a full website redesign with a focus on strategic planning and prototyping. This project was also an opportunity to introduce a new service page, designed specifically to guide users through a unique service offering, with an intuitive user journey from discovery to engagement.
Design Sprint Planning & Site mapping
We began with a design sprint to establish project goals, define user needs, and outline a preliminary approach, focusing on enhancing user engagement, navigation, and overall design aesthetics. Through collaborative workshops, we identified pain points and crafted a sitemap that ensured an intuitive, user-friendly structure, including a dedicated section for the new service page to capture user interest.
Key Goals: Improve website navigation, enhance SEO, introduce a new service page, boost user engagement, clear hierarchy of pages, logical content grouping, and intuitive paths.
Outcomes: Created a project roadmap, prioritized features, aligned the team on objectives, and provided a structured blueprint that guided wireframing and content planning.
Low-Fidelity Wireframing
With the sitemap as our guide, we began creating low-fidelity (lo-fi) wireframes for the main pages of the website. This stage focused on layout and user flow without distractions from design details, allowing us to refine the structure and interaction flow.
Key Focus: Page layout, content prioritization, and interaction flow.
Outcome: The wireframes helped us test the website’s functionality, make necessary adjustments, and get buy-in from stakeholders.
Prototyping
After refining the lo-fi wireframes, we moved into prototyping, creating an interactive model that could simulate the full user journey. This prototype was shared with users and stakeholders for usability testing to gain insight into how real users would navigate and interact with the site.
Testing Feedback: Users found the navigation smooth, and the feedback highlighted a few minor adjustments for accessibility and content clarity.
Outcome: Created a realistic model of the redesigned website that helped finalize the user journey and gather final feedback before development.
New Webpage - Lifeline 104: Immediate Help for Arrangements and Support
Lifeline 104 provides immediate guidance when a family member passes away, helping users contact the necessary support to manage arrangements in a compassionate, efficient manner. The goal is to keep this new service page as concise, straightforward, and empathetic as possible, ensuring a smooth and supportive navigation experience.
Low-Fidelity Wireframe
We created a dedicated lo-fi wireframe for the Lifeline 104 service page, focusing on clear, engaging content that educates users on this new emergency offering.
Focus: Simple layout, quick access to information, and clear calls-to-action (CTAs).
Outcome: A structured, user-centered layout that made the new service offering accessible and appealing.
Lifeline 104: Immediate Help for Arrangements and Support – Prototype & A/B Testing
Building on the low-fidelity wireframe, we developed a high-fidelity (hi-fi) prototype for the Lifeline 104 service page, incorporating visuals, branding, and interactive elements to simulate the final design. This page is tailored to assist families with essential guidance and support for arrangements, including body transport details, making it a crucial tool during a difficult time. We conducted A/B testing on different messaging and layout options to ensure the page resonated effectively with users and drove meaningful engagement.
Goal: Increase user engagement with clear, empathetic messaging and an inviting, informative design.
Outcomes: Positive feedback on the hi-fi prototype led to development approval, and A/B testing results highlighted the optimal layout, securing Lifeline 104 as a core feature on the new website.
Developer Process / Testing & Iteration
Once designs were finalized, we worked closely with the development team to bring the vision to life, maintaining open communication to address technical challenges, verify functionality, and make adjustments as needed. We provided detailed design specifications and conducted regular check-ins to ensure a smooth translation of our designs into a high-quality, functional website. After initial development, we performed thorough user testing to catch any issues, collaborating with developers to make the site fully responsive, accessible, and optimized for all devices.
Launch & Final Website
The redesigned website was successfully launched, complete with an optimized SEO structure, user-centered navigation, and a beautifully designed new service page. The website’s performance, user engagement, and conversion rates improved significantly following launch.
This project successfully transformed the company’s online presence, providing users with an intuitive, engaging experience and a new service page that resonates with their needs.
Results: Increased user engagement, higher search engine rankings, and positive feedback from users and stakeholders.
SEO and Performance Improvements
The January 2023 website relaunch brought remarkable results in SEO and user engagement, underscoring the impact of our strategic enhancements. Through targeted optimization and user-centered design, we achieved a 55% increase in organic search traffic and a 75% boost in exposure. Additionally, website views rose by 25% since early 2022, reflecting our success in creating a more discoverable, engaging platform that resonates with users and effectively supports our Lifeline 104 service and other key offerings.
This project demonstrated the power of close collaboration between design and development teams. By maintaining a clear vision and engaging in an iterative process, we successfully launched a redesigned website that meets user needs and positions the company as a leader in its field. The new service page is a prime example of how design can drive user engagement and support business goals.
Visit the current website:
https://www.memory.com.tw/
