I joined Ivy Talent's team as a Website Designer in Summer 2020. As the only designer in the company, I helped shape a new brand identity and website design tailored for the Vietnam market. I analyzed the two current versions (English and Chinese) of the website to identify user drop-off points and user experience using Google Analytics. The analysis and the research about Vietnamese user behaviors on educational consulting websites have informed my design for a better interface.
I used existing data from our English and Chinese websites to analyze content and design for the Vietnamese one. There were four main issues with our websites:
Therefore, their content suffered from inconsistencies and it was not optimized to accurately represent their brand. Ivy Talent referenced their 5 core values: Responsibility, Integrity, Collaboration, Commitment, and Dedication; however, the values listed were not reflected on the website.
Through communication with the CEO and the consulting team, we agreed upon the goals for this project:
To achieve three goals that the stakeholder points out, I brainstormed potentials solutions to change interface design and UX writing:
From the potential solutions above, I created a new prototype for the website that provide a better visual interface while making sure that all our products and services are clearly communicated to the users. That includes working on Website Content, Website Loading Time and UX Writing.
Along with the website redesign, I was able responsible for UX writing for the website because I'm the only fluent Vietnamese-speaking employee in the company. Even though I didn't have prior experience in UX writing field, I referred to multiple guides and instructions to ensure user experience our services as smoothly and efficiently as possible.
Where my UX Writing lives:
To evaluate user experience on the website, I monitored and analyzed based on two elements every month, along with receiving feedback from visitors who became customers:
This was the first time I worked on redesigning a website using WordPress, so it was really exciting to be actively involved in the whole process. I didn't have the chance to do a formal user testing because of the time limit of the project; however, with the data received from Google Analytics, I was able to have an overview of the behavior flow and investigated further into potential issues.
I want to use more efficient prototyping tools such as Figma to handover concept design to the team. For this project, because I designed directly on WordPress, we didn't have the chance to collaborate in real-time towards making changes to the website.
