Sharon Li
Product designer
Rich Energy (Hong Kong)
The existing design of the Rich Energy(HK) Limited website and branding was created specifically for the International Battery Seminar. However, due to time constraints, the previous designer had only one week to design from scratch and implement it, resulting in a lack of in-depth research and usability testing. The company wanted an enhanced design to effectively showcase different energy solutions and reach new markets in the long run.
The current design was a plain, text-heavy and boring website. We wanted to redesign it in a client-focused approach, showcasing our industry position with a comprehensive brand style guide.
A website that prioritises focus points based on client’s needs and provide intuitive navigation to the products. By working closely with the marketing team and sales manager, we ensure that the website and brand refinement align with the business goals.
Old vs New Rich Energy (HK) Hero Design
We launched the new website on December 8, 2022 🎉. During the redesign, I focused on improving navigation and presenting information in a compelling way so customers are informed, captivated, and persuaded by our brand.
This redesign was very positive in terms of many aspects, it massively increased the web traffic and brand awareness. It helps the business to reach a broader international customers.
Time is one of the constraints in our project and we were unable to arrange an in-depth user interview and create new personas. I relied on proto-archetypes derived from my market research and understanding of the target users. I talked with Rich Energy stakeholders and colleagues who are familiar with B2B sales process to gather user insights.
This user archetype is at the forefront of technological advancements. Their goal is to push the boundaries of consumer electronics. They are looking for innovative and energy-efficient materials and technologies to be incorporated into their products.
• Explore sections of the website dedicated to emerging technologies
• To meet their unique needs, they may contact their supplier for customisation options
This user archetype stays up-to-date with the materials that offer durability and eco-friendliness. They aim to find reliable suppliers that offer high quality materials within budget and on schedule.
• Always compare different cost-saving options without compromising material quality or compliance with industry
• Takes time to analyse complex materials data before making a decision on purchasing
product descriptions, specifications, technical data, and application examples
seeking customised solutions
contact information, such as phone numbers, email addresses, or a dedicated contact form, to get in touch with the company's representatives
Bounce rate
I conducted qualitative testing with the desktop prototype. Even though most users read product information on the website on their desktops, a responsive website will still be needed to allow users to browse the website from different devices.
• To figure out what specific difficulties users encounter when they try to complete the core tasks: Checking products’ information, Request for sample and contact the sales representative
• Generating insights from testing results to create another iterations
Agile UX testing
5 participants with age ranging from 24-45 years old
Agile UX testing - Old website (Qualitative results)
Poor visual hierarchy leads to user confusion
😐 Users may find the contact form more user-friendly and accessible.
😐 Website misalignments can affect users' perceptions of the quality and credibility of the site
From the original design, I noticed that there were no clear design grid for visual flow on the page, and the spacing between different content sections was inconsistent. Therefore, I created column grids which provide users with predictable grid-based interfaces and appealing visual experiences.
Improved design grid
Visit Rich Energy(HK) Website
©2023 Sharon Li. Made with 💦 and 🍵 in the Hague, NL
©2024 Sharon Li. Made with 💦 and 🍵 in the Hague, NL