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RED PACKET
Red Packet is an innovative gift box concept. Each themed gift box offers around 10 lifestyle experiences for the recipient to choose from. With experiences ranging from Wellness to Gastronomy, Sports to Entertainment, there is something for everyone.
Brief / Revamp and simplify the company website.
Role / UX designer, UI advisor
Team / Founder, Marketing manager, Engineer (remote)
Timeline / 3 months
Tools / Illustrator
THE CHALLENGE
The website of Red Packet need a makeover due to the outdated design and obvious redundancy in page structure.
Information architecture
01. INFORMATION ARCHITECTURE (IA)
The problems of the original IA
Redesigned IA
Finalized IA as header and footer
Clean and minimal
It is very easy to locate and navigate to the product, information, and contact pages.
Optimized for search
The rest of the information is placed in the footer in the order of "usefulness" for customers.
"About Us" and "FAQ" is placed at the top. The details of experience partners are placed at the end, as it is included mainly for SEO.
Homepage redesign
02. REDESIGNING THE HOMEPAGE
Final iteration
The original homepage
Identifying the problem
Proposed changes for the homepage
Sleek one-page design
In the original design, different sections are clustered side-by-side. Here, users could view the information one section at a time as they scroll down.
1. One call-to-action
The goal for the homepage is to invite customer to view the products.
2. Explain the concept
It is found that users don't immediately understand the concept of an experience gift, so an explanation is provided at the beginning.
3. Adding social proof
Customers tend to be attracted to products that are loved by others. Therefore I decided to highlight great customers reviews at the homepage.
4. Leverage
brand familiarity
Showcase the logos of prestigious experience partners to improve the desirability of product.
Product page redesign
WHAT I LEARNED
03. REDESIGNING THE PRODUCT PAGE
The original product page
Identifying the problem
Proposed changes for the product page
4. Show, don't tell.
An introduction of the experience partner and a gallery is added to the detailed information.
Instead of using text, the aforementioned components are added to better tell the story of the experiences.
1. Clear purchase button
The "Add to cart" button could be clearly seen and accessed.
2. Easy to browse all the experiences
Instead of expanding each column one by one, customers could browse the photos of all experiences at the slider. They also get a brief description of each experiences.
3. Reduce friction of a long scroll
Customers could get the booking details of a specific experience in the expandable columns. The column height decreased comparing to the original version, so customers could locate their desired experience quickly.
Final iteration
Accomplishment
ACCOMPLISHMENT
The new IA were implemented in the official website, and has brought around 40% more page visits to the product page.
The proposed design of the homepage and product page were partially implemented due to engineering and time constraints.
WHAT I LEARNED
Working with business constraints
I learned to adapt to the time and cost constraints; and produce design that could balance both business and users need.
Wearing multiple hats
In this project, sometimes I am the copy-writer, sometimes I am the digital marketer, sometimes I have to manage the project. The experience allowed me to be more empathetic of the needs of different roles.
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