Visuai Tech: 0-to-1 Product Redesign
Visuai Tech: 0-to-1 Product Redesign
Industry
Industry
Industry
Visuai Tech
Visuai Tech
Visuai Tech
Role
Role
Role
Full Stack Product Designer
Full Stack Product Designer
Full Stack Product Designer
Team
Team
Team
2 Designers + 1 Engineer + 1 Project Manager
2 Designers + 1 Engineer + 1 Project Manager
2 Designers + 1 Engineer + 1 Project Manager
Date
Date
Date
February 2025
February 2025
February 2025
Duration
Duration
Duration
2 Months
2 Months
2 Months
Website Link (In Progress): www.visuaitech.com
Website Link (In Progress): www.visuaitech.com
Website Link (In Progress): www.visuaitech.com
Project Overview
Project Overview
Our previous website lacked essential functionality and was incomplete, preventing users from browsing information or easily connecting with our team. It wasn’t designed to serve both of our core user groups—professional users (like filmmakers or video producers) and non-technical users (such as church members or restaurant owners)—each of whom have very different needs.
Our previous website lacked essential functionality and was incomplete, preventing users from browsing information or easily connecting with our team. It wasn’t designed to serve both of our core user groups—professional users (like filmmakers or video producers) and non-technical users (such as church members or restaurant owners)—each of whom have very different needs.
Our previous website lacked essential functionality and was incomplete, preventing users from browsing information or easily connecting with our team. It wasn’t designed to serve both of our core user groups—professional users (like filmmakers or video producers) and non-technical users (such as church members or restaurant owners)—each of whom have very different needs.
Problem Statement
Problem Statement
The old website failed to meet users’ needs, lacking functionality, mobile responsiveness, and a design that effectively served both tech-savvy and non-technical users.
Incomplete, missing essential features and not usable.
Didn’t cater to both technical and non-technical users.
Not mobile-friendly or screen-adaptive.
Challenges
Challenges
The biggest challenge we faced was creating a website that would cater to these diverse user groups—balancing the professional user’s need for detailed technical information with the non-technical user’s need for straightforward, easy-to-understand content.
The biggest challenge we faced was creating a website that would cater to these diverse user groups—balancing the professional user’s need for detailed technical information with the non-technical user’s need for straightforward, easy-to-understand content.
Our Goal
Our Goal
Create a functional, user-friendly, and responsive website for both technical and non-technical users.
Create a functional, user-friendly, and responsive website for both technical and non-technical users.
In addition:
In addition:
1. Consistent Branding & Design
1. Consistent Branding & Design
– Unify colors, typography, and layouts.
– Unify colors, typography, and layouts.
2. Enhanced Navigation & Content
2. Enhanced Navigation & Content
– Restructure information hierarchy and add more complete sections.
– Restructure information hierarchy and add more complete sections.
3. Refined E-Commerce Features
3. Refined E-Commerce Features
– Improve cart management and introduce a Quick View feature.
– Improve cart management and introduce a Quick View feature.
Research Methodology
Research Methodology
Method 1: Competitor Analysis
We analyzed both direct and indirect competitors to understand best practices and opportunities for improvement:
Direct: Vu One and Solo Tech are integrator companies offering total solutions for stages and video production.
Direct: Vu One and Solo Tech are integrator companies offering total solutions for stages and video production.
Indirect: DVS LED and ROE are LED-focused vendors selling LED walls and related services.
Indirect: DVS LED and ROE are LED-focused vendors selling LED walls and related services.
PROS
Clear and user-friendly request form.
Well-structured drop-down menu.
Features section effectively organized.
CONS
Focus only on one type of user (e.g. live event producers or filmmakers).
Focus only on one type of user (e.g. live event producers or filmmakers).
Focus only on one type of user (e.g. live event producers or filmmakers).
Neglect other user groups, hard to find relevant information.
Neglect other user groups, hard to find relevant information.
Neglect other user groups, hard to find relevant information.
Lack the functionality to enable direct purchases—no e-commerce integration.
Lack the functionality to enable direct purchases—no e-commerce integration.
Lack the functionality to enable direct purchases—no e-commerce integration.
Method 2: User Interviews & Surveys
We conducted 40 surveys nationwide to understand user opinions and expectations for a full-solution website.
Followed up with 8 interviews to dive deeper into pain points and needs.
We conducted 40 surveys nationwide to understand user opinions and expectations for a full-solution website.
Followed up with 8 interviews to dive deeper into pain points and needs.
Key Findings:
Key Findings:
Tech users
Prefer detailed info on studio services, software, equipment, and Unreal Engine—prioritizing quality and fair pricing.
Tech users
Prefer detailed info on studio services, software, equipment, and Unreal Engine—prioritizing quality and fair pricing.
Non-tech users
Prefer an all-in-one package and easy payment & installation, with quality that fits their needs.
Non-tech users
Prefer an all-in-one package and easy payment & installation, with quality that fits their needs.
63% of users found it hard to locate the information they needed.
70% of users reported incomplete product information.
65% of users wanted a direct purchase option.
63% of users found it hard to locate the information they needed.
70% of users reported incomplete product information.
65% of users wanted a direct purchase option.
Hard to Locate Information
Hard to Locate Information
Incomplete Products Information
Incomplete Products Information
Want Direct Purchase
Want Direct Purchase
Method 3: Analytics & A/B Testing
Tested high-fidelity pages comparing detailed info vs. collapsible dropdowns.
Tested high-fidelity pages comparing detailed info vs. collapsible dropdowns.
A - Fully Expanded Information
A - Fully Expanded Information
All details visible at once
All details visible at once
Too long, discourages scrolling
Too long, discourages scrolling
Overwhelming for users
Overwhelming for users
B - Collapsible Sections (Dropdown for More Info)
B - Collapsible Sections (Dropdown for More Info)
Compact, scannable layout
Compact, scannable layout
Encourages interaction
Encourages interaction
Keeps users engaged without overwhelming them
Keeps users engaged without overwhelming them
Results showed users found the long version overwhelming and preferred a simpler layout with expandable details.
Results showed users found the long version overwhelming and preferred a simpler layout with expandable details.
Early Design Process
Early Design Process
Mapped how a new user browses, buys, or requests a quote smoothly.
Mapped how a new user browses, buys, or requests a quote smoothly.
Low Definition First Draft
Color Combinations - Accessibility (WCAG)
Color & Typography
Elements
Here are the features we enhanced in the new version!
User Login
Mobile Version
Request Form
Filter Function
Image Categorization
Pagination
Language Choices
Technical Support Page
Product / Solution Specs
Shopping Cart
User Login
Mobile
Version
Request
Form
Pagination
Language
Choices
Image
Categorization
Filter
Function
Technical
Support Page
Product /
Solution Specs
Shopping Cart
Design Pages
Home Page Overview
Home Page Overview
Key Feature in Home Page - Solution For Different Users
Key Feature in Home Page - Solution For Different Users
We added a dynamic content section to the homepage that allows users to quickly switch between categories and dive deeper into solutions tailored to their needs.
Short, engaging descriptions highlight each category’s value proposition.
Top-level category switcher for easy navigation across different use cases.
Clickable links direct users to detailed information, supporting both tech-savvy and non-technical users.
Solutions & Shopping Page
Solutions & Shopping Page
Before
Before
1. Optimized user experience with a more visually appealing interface.
2. Added filter & sort by functions so customers can easily find the products they need.
3. Enhanced product pages with options for different sizes and services.
4. Enabled users to view detailed product information and add compatible accessories.
After
After
Other Newly Added Pages
Other Newly Added Pages
Live Events
Stage clients seek proven case studies and outdoor suitability details (waterproofing, weight, etc.)
Virtural Production
Virtual production clients prioritize studio partnerships, tech specs, and performance metrics (color, refresh rate, etc.)
Case Studies Page
Adding event-based image filtering for easy selection and implemented pagination to enhance loading speed and user experience.
Contact / Request A Quote Form
Separated contact and quote requests with detailed questions to streamline sales and provide tailored recommendations.
About Us
Increasing the image-to-text ratio for better readability and adding employee email addresses to foster easier customer connections.
Technical Support
Added a support page with keyword search and tutorial videos.
Sign Up & Log In
User login saves shopping cart data and membership points.
Live Events
Stage clients seek proven case studies and outdoor suitability details (waterproofing, weight, etc.)
Virtural Production
Virtual production clients prioritize studio partnerships, tech specs, and performance metrics (color, refresh rate, etc.)
Case Studies Page
Adding event-based image filtering for easy selection and implemented pagination to enhance loading speed and user experience.
Contact / Request A Quote Form
Separated contact and quote requests with detailed questions to streamline sales and provide tailored recommendations.
About Us
Increasing the image-to-text ratio for better readability and adding employee email addresses to foster easier customer connections.
Technical Support
Added a support page with keyword search and tutorial videos.
Sign Up & Log In
User login saves shopping cart data and membership points.
Conclusion For All
Conclusion For All
Our redesign has addressed every pain point, designing a seamless, user-friendly website that serves both technical and non-technical users.
Product Performance Overview
Product Performance Overview
Product Performance Overview
Impact
Impact
The redesign led to measurable improvements across multiple performance metrics.
Conversion rate - 275% improvement.
Bounce rate - 55% reduction.
Task completion - 100% increase.
Website crashes - 62.5% reduction.
Sales conversion - 550% increase.
User rating - 200% increase.
These outcomes demonstrate the powerful impact of user-centered design and data-driven iteration.
The redesign led to measurable improvements across multiple performance metrics.
Conversion rate - 275% improvement.
Bounce rate - 55% reduction.
Task completion - 100% increase.
Website crashes - 62.5% reduction.
Sales conversion - 550% increase.
User rating - 200% increase.
These outcomes demonstrate the powerful impact of user-centered design and data-driven iteration.
The redesign led to measurable improvements across multiple performance metrics.
Conversion rate - 275% improvement.
Bounce rate - 55% reduction.
Task completion - 100% increase.
Website crashes - 62.5% reduction.
Sales conversion - 550% increase.
User rating - 200% increase.
These outcomes demonstrate the powerful impact of user-centered design and data-driven iteration.
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