Silver Crown
Web Redesign
Overview
While I volunteer in a senior nursing house, I meet a health care agent. She also sold special shoes from Japan for seniors. After she knew that I was studying web and UI/UX design, she invited me to redesign her website.
Challenge
The previous design was done by another volunteer with no design background. The website was build by WordPress, and using the WooComerce as the e-comerce plugin.
The e-commerce shopping list and payment were all in set, but the visual design, typography, and SEO need to be fixed.
Project Type
First e-comerce web redesign client project in my life
The previous designer stopped update the site after I took over the design
Role
Web Designer
Redesign the visual and content of the website
Optimize web SEO to get more exposure
Duration
2 months
Tools
WordPress, WooComerce, Xmind, Figma
Empathy
Usability Test
Results & Current Issues
Competitive Analysis
Design Goal
After getting account access, I started to take over the design.
I did the usablity test and checked the website SEO
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Competitive Analysis
How might we highlight the advantages of Silver Crown, after comparing it with competitors?
Competitors
After searching for "senior shoes", the results that emerged can be broadly classified into diabetic shoes, comfort shoes, and non-slip shoes. These sites are designed to be relatively simple and elegant, and users can easily access the online store.
The Gap
All of the top searches were for brands from the US. By visiting ASAHI SHOES, LTD's english official website, I found that Asahi has been emphasizing the Japanese craftsmanship, and the hand-made technic. The website shows their factory with pictures and videos.
Opportunity
Kaiho Shugi are made in Japan and have a special anti-skid technology. They are primarily targeted at the elderly. At the same time, we should sort out the relationship between ASAHI SHOES, LTD, Kaiho Shugi, and Silver Crown.
Define
User personas
User flow
User journey
Problem statement
Persona
Through communication with stakeholders,
Silver Crown's customers can distinguish into different age groups
Shukiko Nakai
A young college student who wants to buy elderly shoes for her grandfather
Han Yu
A middle-aged bank branch manager who wants to buy comfort shoes to his parents
Mary Raymos
A senior lady who has just learned how to use electronic devices and online shopping
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User Flow & User Journey
In addition to a user flow,
user journeys showed the flow from user goals gets translated into actions to complete them
Shukiko Nakai
GOAL
Buy as gift
Han Yu
GOAL
Ensure the quality
Mary Raymos
GOAL
Have clear information
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Ideate
Site map
Low-fidelity wireframe
Style guide
Testing
Site Map & Wireframe
Prior to wireframing, a site map was created to determine the overall structure of prototype flow
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Style Guide
Establishing a style guide with the goal of creating a clean, simple, eye-friendly and Comprehensive design
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Prototype
High fidelity prototyping
Platform & Benefit
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Platform & Benefit
Since the original website was built on WordPress, WordPress is also relatively simple to use. It does not require any coding skills, and this project needs to do not many interfaces. We built the prototype directly on WordPress without affecting the original content.
Because the prototype is consistent with the final web page authoring tool, the prototype and the final web page will not be too different.
Test
User testing interview
Iterations
Reflection
User Testing Interview
3 Moderated + Remote Participants
3 Moderated + In-Person Participants
Young age group
Moderated + Remote Usability Test
Because young people are more adept at using both computers, tablets, and mobile phones, all participants for young age-group compeleted usability tests remotely
All peer reviews are done remotely
Middle and elderly age group
Moderated + In-Person Usability Test
Consider that some people are not familiar with the operation of electronic equipment. I decided to conduct moderated + in-person usability tests on middle-aged and elderly people
Compared with computers, most middle-aged and elderly people are more familiar with the operation of mobile phones. So I bring my ipad, or use their phone, and log into silver Crown's prototype site for usability testing
After letting participants click on prototype at will, I started chatting one-on-one with participants and asking for their opinions on the site
Survey
What do you think this site is for?
Do you think the content of this page is clear?
Do you think the color choices for this page fit the theme?
Would you like to share the products sold on this site with others?
Do you think the design of this website gives you a reliable feeling? In other words, would you be willing to buy products on this website?
Comparing the English official website of ASAHI SHOES, LTD and the website design of Silver Crown, which one do you think is better?
By reading the website, can you please tell me about the relationship between Silver Crown, Kaiho Shugi and Asahi?
What do you think could be improved on this page?
Qualitative Data
Data collected about a categorical variable will always be qualitative
Positive Review
"Obviously, this is a website that sells shoes."
"All pages are short, and it's easy to get to the bottom."
"Since I'm young, I've never seen a product like this, and I don't usually search for it. If this product can really help seniors get back on their feet, I'd love to share it with others in need."
"The site was designed with effort. Buttons at the bottom of pages are sweet very directional."
Concerns
SEO
"I have never heard of this brand, is this reliable?"
Language
"Kaiho Shugi and Asahi are both Japanese brand names, but Silver Crown is an English brand. This makes me a little confused."
"Through conversations, I know that customers will sell products to customers in the United States, China, and Japan. Have you considered having different languages for the website?"
Iterations
SEO Rewrite
After Googling "Kaiho Shugi" or "senior shoes", the Silver Crown website doesn't appear on the first three pages of search results
Language
Through communication with the stakeholder, I learned that her customers are from the United States, China, and Japan
Although most customers can understand English, some customers do not speak English. For the convenience of all customers, I suggest the stakeholders to find a Japanese translator and edit the description in Japanese
Marketing Strategy
Currently, Silver Crown is only sold on its website, not on Amazon. Most people with online shopping experience will tend to buy directly from the official website, or search for products on Amazon.
For future business development, I suggest the stakeholder cooperate with amazon after expanding the brand visibility
Reflection
About Silver Crown
Special Thanks
"No one can escape the fate of getting old. Elder people are affectionately known as the silver-haired group in most Asian countries. The Silver Crown represents the glory and honor of every senior."
Stakeholders of Silver Crown
Special Thanks
This is the first client project in my life. I appreciate to the stakeholder who gave me a chance to apply my knowledge from school to a real-world. This is the point I found my design is valuable in the business world and it can help people in different industries.
As a college student, before volunteering in a nursing home, I never thought about senior life. Thanks to this project for giving me the opportunity to communicate with people in different ages.
Elderly people need to be cared for, and their voices and needs should be heard.