Infusing B2C's essence into fresh design, Redefining youthful experience
Hi there, my name is Neel Amin, I am a multi-disciplinary designer specialising in UX. I am a recent graduate who studied Msc in Ux Design at Brighton University.
- Client
Sun Hee (Surya Foods)
- Duration
3 Months
The Problem
Unveiling the Transportation Challenges of Sports Fans Attending Matches
Sports fans encountering high travel expenses and environmental impact while attending matches are faced with a prevalent challenge. This issue prompts the need for a viable solution to address transportation costs and ecological concerns
The Problem
Crafting a vibrant, engaging website for SunHee’s redesign approach.
The main challenge was to redesign the website so that the younger audience are engaged to keep viewing the website rather than closing it. The vivid colours (from the packaging) should also be reflected on the website and the mascot of ‘panda’ used throughout to reinforce users.
I aimed to embrace lively, attention-grabbing colours in our design theme to match the brand’s vivid product branding.
Research
Survey
We conducted an online survey targeting our primary audience, aged 18-35, to gather insights on website usability and features. With over 100 responses, this valuable data guided us in aligning functionalities with user needs and expectations.
Survey Findings
The result suggested users wanted a visually appealing website which would keep them engaged, inform them of the range of products we have and consumer generated ‘recipe’ videos to show what they can do with our products.
Make it visually
more appealing
Have user Generated
recipe videos
Add more
colours
Better use
Of fonts
Design
Wireframes
Keeping in mind the current layout, various layouts were created by me which were later tested to see what people though would work best in terms of the UI. Wireframe 2 was chosen as it had the most scope of being playful with the colours and would be more interesting for the users to browse.
Website Research
Keeping in mind the current layout, various layouts were created by me which were later tested to see what people though would work best in terms of the UI. Wireframe 2 was chosen as it had the most scope of being playful with the colours and would be more interesting for the users to browse.
Good use of colors similar to SunHee palette. Planning to use a similar theme with toned down colors so its easier to see content.
Could show recipes in simalr way with a blend of illustrations and products together.
Products could be showcased in similar way where it would be a swipe. May have more rows to better categorize the products.
Products and illustrations would be shown in a playful manner to create more interest and engagement.
Good overall layout, might show the a live map similar to above (box on right).
Testing
AB Testing was carried out for impactful design and user engagement
A/B helps identify which design, content, or feature resonates more with users, aiding in optimising user experiences and achieving better outcomes. Two homepage versions were created and AB tested to see which work better. Design A was selected and more pages were created with similar design.
Testing Results
bold type.
Old vs New
Old Homepage
New Homepage
Old Product Page
New Product Page
Old Recipe Homepage
New Recipe Homepage
Old Recipe Page
New Recipe Page
UI Elements
Color Palette
Primary
Secondary
Typography
- Header 1 Montserrat Black - 100px
- Header 2 Montserrat Black - 100px
- Header Sub Heading Montserrat Black - 100px
- Body Gotham Medium - 30px
Elements
Logo
Icons
Conclusion
Being part of the SunHee website project was truly thrilling, and I’m genuinely delighted with how it turned out.
The feedback received for the live website has been really positive. It’s aimed at attracting 15-20% more audience compared to the previous website, thanks to its increased engagement and visually appealing design.
