Projects

About

Discover the people behind the product to create with empathy and purpose.

My Role

My Role

UX Designer and Researcher

UX Designer
and Researcher

UX Designer and Researcher

Duration

Duration

8 Weeks

8 Weeks

Tools

Tools

Figma, Photoshop

Figma,

Photoshop

Figma, Photoshop

Challenge

The company’s existing product pages and app both suffered from usability and visibility issues that limited engagement and growth. The website lacked structure and connection between pages, preventing users from easily finding products or understanding their value, while poor SEO meant the site rarely appeared in relevant searches. Similarly, the app had a cluttered interface that made navigation confusing and onboarding frustrating for new users. The absence of personalization and customization further reduced user engagement and overall satisfaction.

Results

The redesigned app features a clean, clutter-free interface, making it easier for users to navigate and access essential features. The improved onboarding process resulted in a 35% increase in new user adoption rates. The addition of personalization and customization options enhanced user engagement, leading to a 25% increase in user retention rates.

The company’s existing product pages lacked structure and visibility which led me to design a new website that both educates and engages users while increasing visibility through SEO-informed architecture.

Why It Matters
Why It Matters

Design a new website that both educates and engages users while increasing visibility through SEO-informed architecture. The goal was to merge storytelling with usability, ensuring the product’s value was communicated clearly and effectively.

Design a new website that both educates and engages users while increasing visibility through SEO-informed architecture. The goal was to merge storytelling with usability, ensuring the product’s value was communicated clearly and effectively.

Build an intuitive, SEO-optimized website that educates and converts users.

Create a story-driven, accessible, and SEO-informed product website that informs and delights users to understand and buy the product.

The wireframes served as a blueprint to visualize the user flow and ensure clarity in navigation.

The final prototype brings the full user experience to life, showcasing the refined visuals, interactions, and narrative flow.

Through a structured design process, spanning research, strategy, and testing, I developed a user-centered website that improved clarity, usability, and SEO visibility.

Through competitor analysis, research, and team feedback, I identified core user needs and pain points that guided the design direction.

Goals

Goals

• Build an intuitive, SEO-optimized website that educates and converts users.

• Build an intuitive, SEO-optimized website that educates and converts users.

• Build an intuitive, SEO-optimized website that educates and converts users.

• Simplify the navigation and content hierarchy for better user flow.

• Simplify the navigation and content hierarchy for better user flow.

• Simplify the navigation and content hierarchy for better user flow.

• Enhance visual appeal and accessibility for a wide audience.

• Enhance visual appeal and accessibility for a wide audience.

• Enhance visual appeal and accessibility for a wide audience.

Impact

Impact

• Users found the redesigned site easier to navigate and better at communicating the storybook’s value.

• Users found the redesigned site easier to navigate and better at communicating the storybook’s value.

• Users found the redesigned site easier to navigate and better at communicating the storybook’s value.

• Testers noted that clear CTAs and simplified structure made the purchase flow feel more intuitive.

• Testers noted that clear CTAs and simplified structure made the purchase flow feel more intuitive.

• Testers noted that clear CTAs and simplified structure made the purchase flow feel more intuitive.

• Stakeholders appreciated the cohesive design and improved clarity of the product’s message.

• Stakeholders appreciated the cohesive design and improved clarity of the product’s message.

• Stakeholders appreciated the cohesive design and improved clarity of the product’s message.

UX Process Journey

Through a structured design process, spanning research, strategy, and testing, I developed a user-centered website that improved clarity, usability, and SEO visibility.

01

Research & Discovery

Analyzed competitors and identified SEO opportunities

02

Strategy & Principles

Defined structure, hierarchy, and navigation flow

03

Experience Design

Designed wireframes and mid-fidelity mockups in Figma

04

Prototype & Test

Built and tested interactive prototypes with the team

05

Iterate & Refine

Incorporated feedback and finalized the design for developer handoff

One Side / Numbers

Open variant

Through competitor analysis, research, and team feedback, I identified core user needs and pain points that guided the design direction.

Methods & Feedback

• Competitor analysis of Remento and Storyworth to benchmark visual structure and content flow

• SEO keyword research to align with common user search terms

• Informal feedback sessions of 6 people with the design and development teams

Methods & Feedback

• Competitor analysis of Remento and Storyworth to benchmark visual structure and content flow

• SEO keyword research to align with common user search terms

• Informal feedback sessions of 6 people with the design and development teams

Methods & Feedback

• Competitor analysis of Remento and Storyworth to benchmark visual structure and content flow

• SEO keyword research to align with common user search terms

• Informal feedback sessions of 6 people with the design and development teams


Methods & Feedback

• Competitor analysis of Remento and Storyworth to benchmark visual structure and content flow

• SEO keyword research to align with common user search terms

• Informal feedback sessions of 6 people with the design and development teams

Key Insights

• Users want quick access to information about product value and usage

• Many existing sites overlooked accessibility and logical structure

• Clear CTAs and concise navigation paths directly impact engagement

Key Insights

• Users want quick access to information about product value and usage

• Many existing sites overlooked accessibility and logical structure

• Clear CTAs and concise navigation paths directly impact engagement

Key Insights

• Users want quick access to information about product value and usage

• Many existing sites overlooked accessibility and logical structure

• Clear CTAs and concise navigation paths directly impact engagement

Designing for real people with real stories and needs.

Create a story-driven, accessible, and SEO-informed product website that informs and delights users to understand and buy the product.

Gradient 1 - Blue
Gradient 2 - Purple
Gradient 1 - Blue
Gradient 2 - Purple
Gradient 1 - Blue
Gradient 2 - Purple
Gradient 1 - Blue
Gradient 2 - Purple

The wireframes served as a blueprint to visualize the user flow and ensure clarity in navigation.

The final prototype brings the full user experience to life, showcasing the refined visuals, interactions, and narrative flow.

Bringing the vision to life through usability, storytelling, and structure.

The final design resulted in a user-friendly, SEO-optimized website that improved visibility and helped users better understand the product. Through an iterative process combining SEO insights with UX design, the team enhanced both discoverability and usability while maintaining a strong storytelling approach. Collaboration across design and development refined the experience, though limited user testing highlighted the need for future rounds of evaluation. This project reinforced the importance of balancing functionality with narrative design, ultimately delivering a developer-ready prototype that informs and engages users. Moving forward, the integration of analytics, A/B testing, and expanded content strategies will provide opportunities to further optimize usability and organic reach.

The final design resulted in a user-friendly, SEO-optimized website that improved visibility and helped users better understand the product. Through an iterative process combining SEO insights with UX design, the team enhanced both discoverability and usability while maintaining a strong storytelling approach. Collaboration across design and development refined the experience, though limited user testing highlighted the need for future rounds of evaluation. This project reinforced the importance of balancing functionality with narrative design, ultimately delivering a developer-ready prototype that informs and engages users. Moving forward, the integration of analytics, A/B testing, and expanded content strategies will provide opportunities to further optimize usability and organic reach.

LinkedIn

© 2025. Designed Vivian Lee

LinkedIn

© 2025. Designed Vivian Lee

LinkedIn

© 2025. Designed Vivian Lee