Summary
Redesign Sentinel’s Video Racing System product page into a visually based single scroll page, in order to pitch complete site overhaul to owner.
Timeline: 3 week sprint
Roles
UX Researcher
UX/UI Designer
Technology
Figma
Adobe Photoshop
Sentinel’s current website was disorganized and lacked impactful visuals. This made it difficult for users to understand the main product’s features and benefits. Overall the site appeared distrustful leading to abandoned carts and a low conversion rate.
Problem
Provide a product page experience that aligns with the high-performance race audience. Inform users of the benefits and features of Sentinel’s VRS. Offer necessary and additional accessories.
Solution
Discovery & Research
An evaluation of Sentinel’s existing site was performed in order to determine which aspects passed or failed the agreed-upon set of basic standards established by the UX community.
Heuristic Evaluation
A competitive analysis was performed to gain insights into information architecture, trends in branding, and additional features included within commonly used transportation apps.
Competitive Analysis
GoPro
VBox
Razer
Apple
Strengths
Strong visuals/images
Bite-sized information
Purchase opportunitites
Weaknesses
Harsh color
Visual clutter/noise
Walls of text
Lengthy scrolling
Opportunities
Info-cards
Immersive experience
Build a community
Threats
Competing with established brands
Hyper-specific market
From analyzing contextual evidence, qualitative insights, and the client’s goals, a target user began to emerge. My vision of the user changed from an amateur racer to a more professional and established endurance racer seeking to utilize data to improve their craft.
User Persona
“I’m always trying to improve my craft. Not only going faster, but fine-tuning the performance of myself and my vehicle.”
Demographics
Age: 47
Gender: Male
Occupation: Entrepreneur / Sales Exec.
Location: East Coast
Frustrations
High travel costs
Fierce competition from younger racers
Video Racing systems can cost thousands
Behaviors
Attends 8-10 organized races a year
Travels with a team of 4 to regional and national events
Is easy-going, but highly technical and analytical
Goals & Motivations
Wants to win a Regional/National Championship Race
Needs to know where he can improve
Would like to grow following to gain sponsorship support
Needs to stick to a detailed racing budget
Journey Map
Empathy Map
SAYS & DOES
Doesnt like to waste money, but sometimes buys products on a whim.
Tries to do research and compare tech products to make the best purchase.
Usually goes for an above average price point and enjoys luxury goods.
HEARS
Mostly influenced by his tech team and companions in the racing hobby.
Follows pro-racers on Youtube for product reviews and builds.
Trusts his racing team on thoughts and opinions about how to enhance performance.
SEES
Lives with his wife and 2 kids.
Gets news from Twitter.
Follows Facebooks groups about racing events.
Sees what other products and parts other racers are utilizing.
THINKS & FEELS
Doesn’t like to waste money.
Values his time over repairing things himself.
Respects younger races, but still wants to win.
Design & Development
Based on the target goals, I created a visual storyboard that outlined how the user would encounter and interact with the redesigned product. This storyboard was further developed into a user flow that guides the user through discovering and purchasing Sentinel’s VRS.
Storyboard & User Flow
Through sketching and divergent thinking, initial solution ideas were generated and explored. Addressing the client’s needs for displaying the product, features were organized into main categories that would structure the page. Sketches were developed further into an informative layout to initialize a paper prototype.
Sketching & Paper Prototype
Style Guide
Creating branding for a video racing system requires a creative approach that captures the excitement and energy of the racing experience while also conveying it’s innovative technology. A strong brand identity establishes the system as a leader in the industry and attracts a loyal following of racing enthusiasts.
Delivery
To gain feedback on the website, I conducted user testing with individuals who fit the target audience for the site. The feedback I received helped me to identify areas for improvement and make changes to the design before launching the site.
Testing & Insights
Results
A high-fidelity prototype was presented and approved by the client.
Users reported the product information was clearly and compellingly conveyed.
The overall trustworthiness and professionalism of the site increased greatly.
Users felt more confident in purchasing the product from the newly designed site compared to the company’s initial version.
Moving forward...
Build out Testimonials, About, and FAQ pages.
Implement a complete checkout process prototype.
Develop design system and branding to a higher level.