FAMULEI.US
MY ROLE: UX/UI DESIGNER
DURATION: 4 MONTHS
TOOLS: SKETCH, ZEPLIN
BACKGROUND
After several years of successfully operating Famulei.us, our user base has expanded significantly, growing both in size and diversity. While we initially focused on international students, our audience now spans a broader age range and includes a variety of user groups.
With this shift, we’ve received feedback that the youthful design of our landing page no longer resonates with all users. To better align with our evolving demographic, and to celebrate the 5th anniversary, the CEO has decided to initiate a rebranding effort for the site. This process aims to create a design that feels inclusive, modern, and appealing to our diverse audience.
GOAL
Redesign the landing page with a more mature and sophisticated interface.
RESEARCH PROCESS
OLD INTERFACE VS. NEW AUDIENCE
PROBLEM WITH PREVIOUS INTERFACE
Feedback highlight as below:
-
Visual Identity: The bright colors, playful typography, and casual imagery, while appealing to younger users, may feel overly simplistic or unprofessional to older or more formal audiences.
-
Content Tone: The conversational tone and slang used on the landing page may alienate users who prefer clear, straightforward communication.
-
Navigation Challenges: Features optimized for younger tech-savvy users may feel unintuitive or overwhelming to less tech-savvy users, such as older adults.
-
Perceived Brand Value: The youthful design risks giving the impression of a niche or less sophisticated platform, which might deter new users looking for a more versatile and inclusive service.
DESIGN PROCESS
USER INTERVIEW | HI-FI MOCKUP | ITERATION
USER INTERVIEW
As the lead designer during the previous rebranding and redesign process, my prior experience streamlined the approach for this rebranding effort. To gather valuable insights, I conducted several interviews with stakeholders and users.
I collaborated with the marketing team to understand their preference of content/language across our marketing materials. I spoke with new clients to gain a deeper understanding of their preferences for website aesthetics and functionality.
Right after the interviews, I set up the new color pallets and created a few banner ads for the 5th anniversary and new data plan.
FINALIZATION AND INTEGRATION
For the final design, I retained a similar layout to the previous landing page. However, I introduced a completely new tone and style to better align with the rebranding goals.
To enhance user engagement, I incorporated motion graphics in the "How to Enroll in the Plan" section, making the process visually appealing and easier to follow. This addition was specifically designed to catch users' attention.
Here is the link to the current website. https://www.famulei.us/
