200% Traffic Increase Through Web Redesign
Angela Ojeda
Overview
The client: Hanuari, Youtuber, Riot Games player and partner
He has played for Wizards, Qlash, and Wigers in the top-level competition in Spain and high-level competition in Europe. Additionally, he has achieved Challenger level in League of Legends and has been playing semi-professionally in Spain.
The problem: digital dilemma, YouTube success vs. website struggle
BestBuild faced a critical mismatch: its YouTube channel attracted an average of 15,000 views per video, while its website received an average of 20 daily visits. The site's complex navigation and layout hindered quick access to crucial information.
The Process
Strategic Approach
Implementing a Comprehensive Five-Stage Design Process
To address these issues, we implemented a comprehensive five-stage design process. This methodical approach allowed us to deeply understand our users, identify critical issues, and propose effective solutions. Our strategy encompassed empathizing with users, defining problems, ideating solutions, prototyping designs, and rigorous testing.
Research and Discovery
Conducting In-Depth User Behavior Analysis and Preference Identification
Our research combined quantitative and qualitative methods for a comprehensive user understanding. A survey revealed 79% of users played over two hours daily, with all preferring visual content.
Interviews showed users sought competitiveness and rank advancement. The need for quick access to information during matches emerged as a crucial factor, along with a desire for detailed explanations of builds and strategies.
User Persona Development
Developing a Representative User Persona for Targeted Design
Based on our research findings, we created a user persona named Alexa. This persona represented our target audience: a competitive millennial mobile gamer passionate about Wild Rift, seeking quick and reliable information to enhance gameplay. Alexa became our reference point, ensuring our design decisions remained user-centric throughout the process.
Solution Design
Executing a Comprehensive Website Redesign with Enhanced Functionality
Our solution focused on a complete redesign of the BestBuild website. We simplified the sitemap, improved the accessibility of main features from the homepage, and prominently displayed top champions and popular builds. The new design prioritized visual elements, incorporating infographics and images to convey complex strategies efficiently.
Final designs
Through iterative wireframing and layout adjustments, we identified a design that effectively addressed our HMW questions and user pain points. This process resulted in a solution balancing functionality and enhanced user experience
Outcome
Deployment Strategy and Improved Platform Performance
We rolled out the redesign in three strategic phases. This approach allowed us to gather continuous user feedback and make necessary adjustments. This resulted in exponential user traffic growth, bridging the gap between website and YouTube performance.
Spanish-speaking Wild Rift players now have access to a platform that matched their needs for quick, visual, and comprehensive game strategy information.
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Posted Sep 26, 2024
Optimized the website's information architecture and realized a complete UI redesign, focusing on improved user engagement and intuitive navigation.
