Boat Website Redesign
While I was working with Marmeto, I had the opportunity to collaborate with boAt on an engaging project. The client sought an energetic and dynamic design for their audio products website to captivate and engage users. The primary goals were to highlight their product lineup, promote new releases, and emphasize the vibrant, high-energy brand identity.
We reviewed boAt's current website and identified several opportunities to enhance both usability and user trust alongside the visual redesign. To gain deeper insights, we:
Consulted with the Client: We gathered feedback from boAt regarding any user comments or concerns they had received.
Conducted User Testing: We organised sessions to observe real users interacting with the website, which helped identify pain points and areas for improvement.
Most users visit the website primarily to explore the product lineup, read additional information, and verify product details before making a purchase from sellers.
Some users, mostly audiophiles, were unable to find certain detailed information they were looking for, as some of it was missing from the product details.
Website visitors' trust and confidence, appeared to be low as the overall experience, including visuals and content, failed to meet their expectations.
Insufficient Product Information
Initial product pages lacked detailed specifications, making it difficult for users to understand product features and make informed decisions.
Unintuitive Navigation
The website’s navigation structure was complex and not user-friendly, leading to difficulties in finding products and information quickly.
Outdated Visual Design
The website's visual design did not reflect the energetic and modern brand identity of boAt, failing to engage and excite users.
Lack of Engaging Content
The content on the website was not interesting or interactive, leading to lower user engagement and retention.
I was excited to take on the redesign and made several enhancements based on our key insights. With the tight timeline in mind, I focused on leveraging low fidelity visual designs to quickly test, gather feedback, and iterate on improvements.
Simplified navigation
I restructured the top navigation into four main categories centered around their product lines.
Previously, the navigation included subcategories from accessories, About Us, and FAQs, which sometimes made it tricky for users to quickly find what they were looking for. As a reason, I kept some of these items only on the footer, aiming to streamline the main navigation, designed to help users focus more on finding products and details, which is their primary goal.
Users can access important links such as warranty details, delivery, returns, and replacements etc by clicking on global search suggestions or navigating to the footer.
Added detailed product specifications
The boAt website's product pages initially lacked comprehensive product specifications, leading to insufficient information for users to make informed purchase decisions. This gap in detail resulted in a subpar user experience, decreased user trust, and lost sales due to uncertainty about product features.
Interactive content to drive engagement
The lack of engaging content was addressed through dynamic hero sections with bold visuals and videos, interactive product previews, Subtle animations, clear call-to-actions, and time sensitive promotions. Additionally, the inclusion of a subscription feature helps sustain long-term user engagement.
Visual design to match brand identity
Revamped the website’s visual design to reflect boAt’s energetic brand identity, using bold colors and dynamic layouts, I used some mock images as examples to demonstrate the quality of visuals required for the website, ensuring the brand’s vibrant look and feel is maintained.
Outcomes
Increase in user engagement
The redesigned interface has led to a 35% increase in user trust scores, as users now find it easier to navigate and access relevant information quickly.
Stronger Brand Identity
A contemporary and energetic visual design strengthened boAt’s brand identity and appeal to its target audience.