Eventful Offers
Overview
To maintain brand consistency and assist marketers across various countries in effectively advertising promotional events, I optimized the Eventful Offers section and received approval as my design fulfilled our core design purposes.
Duration
Sep, 2022 – Jan, 2023
Team
2 UX Designer, 1 GUI Designer, 1 Project Manager
My Role
UX Designer
- Rearranged information structure, implemented competitor analysis, and mapped out the key user journey.
- Generated sitemap, wireframe, and prototype.
Background
Eventful Offers is a section on BenQ official website, supporting promotional events of the e-commerce store. As this section used to be maintained by regional officers (ROs) in different countries, the information structure and user interface design of each regional website varied widely, which led to inconsistent brand image and user experience. As a headquarters design team responsible for brand consistency, we decided to redesign this section and fulfill our core design purposes.
Defined Core Design Purposes
1. Develop E-Commerce Marketing Strategies
Allow flexible operations for marketing strategies and services.
2. Meet User’s Need
Provide specific information and paths for users based on the lifecycle stages they are in.
3. Deliver Brand Value Proposition
Create consistent brand messaging and user experience.
Objective
Effectively support the marketing strategies of the ROs with focused effort.
Considering the distinct marketing strategies of the ROs and the limited development resources.
Challenges
When starting on redesigning this section, I was confronted with three main challenges due to the complex stakeholders of different regional websites.
- Different definitions of naming and functions of pages
- Various information structures due to different marketing strategies of each RO
- Limited development resources
Tasks
To tackle the challenges, I initiated by executing the following tasks.
- Define consistent naming and functions of pages
- Rearrange information structure and user flow
- Collect ROs’ requirements and develop practical components
Analyzed Information Architecture
The information architecture and user interface design of the Eventful Offers section on each BenQ regional website differ markedly. The naming and functions are also different. Hence, I drew the following sitemaps and managed to find out common contents for rearranging the naming, functions and information structure.
Mapped the Golden Path with Marketing Funnel
In addition to rearranging the information structure, I mapped out the Golden Path with the stages of the marketing funnel to ensure my design aligns with our business strategies. The Eventful Offers section is designed to foster deeper customer relations and interactions with returning visitors, nudging them toward the conversion stage.
Collected RO Requirements
To comprehensively consider stakeholders’ needs and develop the most practical components, I collected requirements from the ROs and conducted the competitive analysis as references. The following quotes are part of the requirements from the ROs.
Europe
“We need a section to display all the refurbished products and deliver sustainability concepts.”
America
“As we have many seasonal promotions, highlighting our limited-time offers is important.”
Taiwan
“We hope to optimize ‘Event Comparison Table’ to help customers compare different events.”
Australia
“We need customized ribbon tags on the product card for promoting our special deals.“
Design Development
After completing the previous tasks, I started to create the sitemap, UI flow, wireframes, and prototype of the Eventful Offers section.
Results
The new design enables flexible marketing operations, guides customers in their buying journey, and ensures consistent brand messaging.
After introducing my design ideas for the Eventful Offers section, the ROs accepted my proposal for the new design and included the revamp in their rollout plans.
Overall, my supervisor was satisfied with my work, for I fulfilled the stakeholders' requirements, provided customers with the necessary information, and achieved brand consistency without increasing the workloads of the development team.
Lessons Learned
Through the experience of communicating with complex stakeholders, I developed skills of cross-functional collaboration. Moreover, I learned to strike the balance between standing for users’ needs and fulfilling stakeholders’ requirements.
In addition, due to limited development resources for this project, I tried to apply existing components from our design system instead of developing new components as solutions. Making appropriate and economical design decisions was also a critical practice for me during implementation.
