web design
ux/ui
secondary research
Introduction
Goal
Discover
The original homepage of The Yuniverse, built using Wix, was informative yet cluttered, with a lack of visual hierarchy that made the user journey feel overwhelming and disoriented. Although the navigation was functional, it did not stand out, leading to usability issues. Images on the page were standard stock photos that did not fully capture the essence of The Yuniverse’s mission.
Research
Affinity Mapping
Define
An in-depth review using Wix Analytics revealed that the website was severely underperforming in terms of visitor traffic and engagement. This lack of engagement and low traffic volume presented a substantial challenge, underscoring the urgent need for a comprehensive strategy to revamp the site’s design and attract and retain a more substantial visitor base.
Solution
Ideation
In collaboration with our CEO and Product Manager, I spearheaded a series of branding workshops using Figjam. These interactive sessions were essential for aligning the redesign with the brand’s mission and values. Through brainstorming, mood boarding, and strategy discussions, we solidified a vision for The Yuniverse that was both user-focused and reflective of the brand's core identity.
Design
By creating a new sitemap, I was able to refine the structure and navigation of the website, ensuring that each section was organized for easy accessibility. This categorization streamlined the user experience and was instrumental in developing a coherent information architecture that supported the site's diverse offerings.
I utilized the existing Wix platform for the redesign, seamlessly integrating insights into its website builder. This allowed me to customize and incorporate interactive elements, manage content, and tailor a responsive design. Designing directly in Wix enabled a smooth transition from concepts to live previews, offering real-time testing and adjustments, thus streamlining the entire design process.
Branding
For the new brand identity, we aimed to evoke a sense of tranquility, warmth, and inclusivity. I introduced the 60-30-10 color rule to ensure visual balance and harmony, using a palette that enhances the serene atmosphere we strive for. The font Quicksand was selected for its approachable qualities, reinforcing the accessibility of our platform.
Additionally, our logo, which symbolizes meditation, inner peace, and personal growth, is not only impactful but deeply reflective of our core mission. Building on this foundation, we replaced generic stock images with custom illustrations that further define The Yuniverse’s unique visual identity and emotional appeal.
Deliver
Following the redesign, our analytics demonstrated marked improvements: site sessions increased by 5% and unique visitors by 7%. Direct traffic surged by 10%, reflecting stronger brand engagement and recall. This diversification in traffic sources and growth indicates that the redesign not only enhanced user appeal but also significantly broadened our reach, amplifying our online presence.
Challenges
Designing directly in Wix presented several challenges, particularly due to its limited customization capabilities. While the platform is user-friendly and facilitates quick design iterations, the drag-and-drop feature has its constraints. Without a development team, achieving precise responsive behaviors and integrating complex functionalities was restrictive. These limitations required me to compromise and collaborate closely with stakeholders to adapt the design to fit within the confines of Wix’s capabilities.
Final thoughts
As I reflect on my internship as Creative Director with The Yuniverse, this project resonated with my passion for holistic wellness. Despite the limitations, successfully delivering a functional and visually appealing website sharpened my design abilities and deepened my commitment to promoting wellness through digital experiences.
If I had more time, I would prioritize incorporating user testing to refine the UX further and ensure the UI meets user expectations more precisely. Additionally, I would include a comprehensive privacy policy to enhance user trust and security, aligning with best practices in digital wellness platforms. This would undoubtedly elevate the project, making the experience as impactful as possible.
designed with care and matcha lattes 🍵