Nadula
Rebranding of a wig e-commerce site
Comprehensive rebranding for wig brand Nadula, user journey deep dive and optimization, visual asset management and marketing solutions
Duration
Dec 2023 - Jul 2024
Role
UI/UX Designer
Researcher
Part
(A)
Theme
Empathize
About
At this stage, we fully understand the feelings, problems and trends of users, stakeholders and the market.
Overview
The Nadula brand has been established for many years, but has lost its strong competitive edge in the increasingly competitive wig market. Although the conversion rate of the whole site is unchanged compared to the same period, there is a small decline in overall traffic, and the trend is accelerating.
Above all, it can be inferred that Nadula brand is losing users and is unable to attract new ones.
Market
Situation
Analyze the current and future market trends of the wig market in the U.S. and understand black culture and the direction of their favorite products.
Competitive
Research
Selecting the current market head brands, new and emerging brands and other competitors, and analyzing their market sales, traffic, brand power, product profiling, and performance on social media.
Website
Observation
By analyzing the information architecture of the site, viewing heat maps, analyzing user recording nodes, and rearranging product categorization in order to come up with the specific problems of the current website.
Stakeholder
Map
By analyzing the information architecture of the site, viewing heat maps, analyzing user recording nodes, and rearranging product categorization in order to come up with the specific problems of the current website.
Survey &
Interview
Discover the user's profile, analyze the user's general purchasing habits, and infer the user's final demand through surveys. Conduct telephone interviews with users based on actual questions to understand the users' behaviors.
Part
(B)
Theme
Define
About
Define the needs of the user groups we are facing and the design and market goals we need to achieve
Persona
Through the primary research section, we can broadly categorize our target users into two types and analyze their corresponding pain points.
User Journey
Map
Analyze the current and future market trends of the wig market in the U.S. and understand black culture and the direction of their favorite products.
Problem
In order to define the objectives of the reorganization, the HMW question was proposed for the project.
Goal
The business objectives to be achieved by this project can be summarized in the following three points.
"Improve brand sense and competitiveness"
Through brand redefinition, we will aim to create a more attractive and unique image to engage our target audience better. We will deeply rethink Nadula's brand values, mission, and goals to ensure that they align with our customers' values.
By gaining a deeper understanding of our target audience, their needs, and expectations, we will refine the brand image to be more relevant to the user's mind and create a connection that truly resonates.
"Harmonization of visual styles used for marketing, and multi-dimensional promotion"
A new product series will be promoted and combined with integrated marketing programs to strengthen and enhance the information display, dissemination, and purchasing process both inside and outside the station. The introduction of new products will provide customers with more choices and inject new vitality into the brand. The integrated marketing program will aim to build a multi-dimensional brand promotion, including social media, online advertising, offline activities, and other channels. Through this strategy, we aim to strengthen the brand's volume and ensure the position of Nadula in the target market.
"Increase site traffic & conversion rate, improve user experience"
In terms of user journeys, we will improve the user experience and build a closer bond between brands and users through fine-tuned optimization, and merchandising for on- and off-site linkages. Focusing on the nodes of interaction between users and brands, we carefully think through the on- and off-site information display, dissemination, and purchasing processes to ensure that they have a positive and direct impact on the user's goals. By optimizing these key interactions, we aim to increase user satisfaction and make them feel the brand's care and dedication in every interaction.
Part
(C1)
Theme
About
"Improve brand sense and competitiveness"
Research
In order to gain a deeper understanding of the issues and direction of Nadula rebranding, a more brand oriented research was carried out
Brand
Strategy
In order to gain a deeper understanding of the issues and direction of Nadula rebranding, a more brand oriented research was carried out
Advocacy
A series of design elements to publicize and promote the Nadula rebranding
Part
(C2)
Theme
About
"Harmonization of visual styles used for marketing, and multi-dimensional promotion"
Brainstorming
In order to identify specific rebranding and campaigns to accompany the rebranding, key departmental staff were brought together to think out of the box.
Strategy
Study product features, based on the 5A customer path, analyze the journey when the new product series launch, and develop design plans for different periods and platforms through touchpoints.
Promotional
Materials
According to the product characteristics, activities, website requirements, in the early design, to determine the content of the shooting, in the shooting site to ensure that the picture is consistent with the demand, and then control the delivery of the picture style
Part
(C3)
Theme
About
"Increase site traffic & conversion rate, improve user experience"
Architecture
Analysis
Combined with website analysis, user habits, and purchasing decisions, we disassembled, analyzed, and reshaped the information architecture of the website's main pages.
On the other hand, we also reorganized the information integration of the confusing and unclear menu categories.
User Behavior
A comprehensive and in-depth analysis of user browsing, purchasing and other related behaviors on a website through a variety of different approaches and methods is designed to help us better deduce the problems and potential room for improvement on the current website. Such analysis not only reveals users' needs and preferences, but also helps to identify the various factors that affect the user experience.
Design System
& Interaction Design
Without making major changes to the operational architecture of the site, we focused more on standardizing the visual assets of the site to make the entire site look clean and uniform, to enhance consistency.
