Overview

Shine Tak Foundation launched the Shine Tak School program to provide art and culture courses to students in HK public schools. They are now seeking opportunities to attract more partners and sponsors, and build up their brand.

In this website design project, I built personas based on the interviews of 3 types of users to suggest features containing their expected content. I did a competitor analysis to figure out the unique strength of the program that helps to build the brand. The 12 features I summarized with different priorities are embedded in the information architecture and sitemap.

Result

1. 100% 1st priority and 75% of 2nd priority design goals are achieved
2. The website won 10,979 visitors increase in a month
3. The website increased 108% partnership and sponsorship opportunities
4. The website increased 64% of main brand’s traffic

Team members

My team: 1 Program manager, 1 Marketing staff
Tech team: 1 Technical manager, 2 Front-end developer
Marketing team: 1 Marketing manager, 2 Marketing staff

Role

User research, UIUX design, Graphic design

Duration

JUN - SEP, 2022

Design Tools

Figma, Photoshop, Illustrator

Methods

Desk research, User interview, Persona, Competitor analysis, Information architecture, Sitemap, User test

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Project Steps:
Jump to any part of the project by clicking the link
Background
- Desk Research- Business Goals
Research
- Interview & Persona- Competitor Analysis
Design
- Design Goals- Information Architecture- Sitemap
Prototype&Test
- Visual style discussion- Iteration- Final prototype- Result- Reflection

Background: Shine Tak School offers art & culture classes to inherit traditional culture

Business goal: Shine Tak wants more partners and sponsors and build up their brand

Business goal: Shine Tak wants more partners and sponsors and build up their brand

Competitor Analysis: Long duration and the large number of people influenced are the strength of the program

Design goals: 6 features of the website need to be implemented to achieve the goals

Information architecture & sitemap: content expected by different group of users are structured in corresponding areas

Client negotiation: Confirmed design priority with the client on visual styles

User test & client meeting: Reached the final prototype after 4 rounds of iterations

Result: All need-to-implement designs and 3/4 better-to-have functions are achieved, 3 features are not achieved due to limitation

Final figma prototype:

Result: The website has landed and successfully realized client’s business goal with 108% partnership and sponsorship, 11,000 visitors increase in a month, and 64% of traffic increase to the main brand

What I learned:

- Prioritizing design goals is important. It helps designers to focus on the most impactful features, speed up the process, and save effort
- Be brave to share your different opinions with the stakeholder/client. From this project, I realized that it is my job as a UX designer to suggest a better version of design by providing different opinions instead of acting like a machine that only do the job asked

What I can do better:

- Get data from more users. In this project, I was only able to talk to and test with 1 user for each user type. From the start of next project, I will actively ask for more users and different users for testing.
- At the start of this project, I didn’t have the awareness to organize all versions of iteration. There were 6+ iteration cycles but sometimes I forgot to keep a copy when the revision was minor. The next time, I will duplicate every iteration, mark down the problems and goals, and organize them neatly to facilitate easy finding and reflection.
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