Revamping PHYSEE Website
Developing PHYSEE branding & user experience
Project types:
Context
team: worked with marketing manager & head of marketing
my contribution: led the research, led the UX strategy & design, and created the branding visuals guideline.
Client:
PHYSEE
Year:
2021-2022 (5 months part-time)
Tools
Google Analytics, Figma, Adobe Ai
Recognition
-
Background
In my role at PHYSEE, I strive for brand alignment within the company, and make a standard tone-of-voice, storytelling, and branding guide. I am in charge of the website, one of the most important marketing tools used by the marketing team.
PHYSEE has changed their business strategies. Hence, we need to re-build the branding and divide 2 products, SENSE by PHYSEE (building management system) and involve partially in PAR+ by PHYSEE (greenhouse coating) branding. Our clients are the real estate industry players and greenhouse farmers.
Design Scope
The goal of the website’s revamping is to connect more people with PHYSEE and to divide two different products. My focus is to divide these two brands and make sure the content of SENSE and PAR+ is in the right place.
Approach
The design process
- target audience analysis & user stories,
- existing website audit,
- stakeholder & competitor analysis,
- website tools analytic,
- Google analytics,
- brainstorming: strategy, site map, content, user flow,
- prototyping,
- user testing,
- translate prototype to webflow.
The brainstorming workshop:
The goal of the session is to gain many ideas as much as possible. I led this session with the team. I gave a list of features as inspirations and then mapped the ideas out. In the end, we created a roadmap for the website development.
Insights
Challenge (previous webpage design)
1. The previous website has a lot of touch points and Call to Action (CTA). This leads to confusion and increase the loading time.
2. SENSE and PAR+ content were mixed on this webpage.
3. No storytelling built on the webpage
4. High bounce rate on the landing page (38% in 2021)
5. The loading page took longer because some videos are on one page.
Design Challenge
Creating two different brands on one platform.
Solution
The landing page has two brands to guide visitors to their intended destination.
Additionally, I created a roadmap and backlogs for website development. It is helpful for the team to create expectation and define the KPI.
Reflection
(and feedback)
The nature of a scale-up company is changing so rapidly. Therefore, as a full-stack designer, I also play a role as a storyteller and contribute to getting the right business strategy for selling the product. Besides that, I need to align the content of the product with the other departments.