Boozybrits
Transforming a Website into a Party Hub
- 📄 Project Name: Boozy Brits Website Redesign
- 🕒 Year: 2021
- 👤 Role: UX Designer
- 🛠 Tools: Figma
Capturing the Spirit of Fun
Redesigned the Boozy Brits website – increased user engagement by 42%.
Understanding the Party Vibes
Boozy Brits is a UK-based company known for creating the "wildest drinking card game in the Northern Hemisphere." Their games, including a flagship 300-card drinking game and "Away Days," a football-themed drinking extravaganza, are designed to inject excitement into social gatherings. However, the existing website fell short of reflecting the vibrant energy of their games. Users struggled to grasp the fun and excitement just by visiting the site, leading to a disconnect between the product and its online representation.
The primary goals were clear:
- Infuse the website with a lively design that mirrors the spirit of their games.
- Simplify the navigation to ensure users can effortlessly find game information.
- Create an engaging atmosphere that encourages visitors to purchase games.
Researching the Party Experience
To understand user needs and pain points, I employed a combination of user interviews and analytics review. I conducted interviews with 15 users who had previously interacted with the website, gathering insights into their experiences and frustrations. Key findings revealed that users found the design too formal and the layout confusing, leading to a lack of engagement.
- Users perceived the site as dull and uninviting.
- Navigation was cumbersome, making it difficult to locate game details.
- Visitors felt uninspired to make purchases due to the lack of excitement in the design.
Synthesizing the Fun
Through the research, I identified recurring themes that highlighted the need for a more playful and engaging design. I created personas representing typical users, such as the "Party Planner" and the "Game Enthusiast," which helped me understand their motivations and expectations. This synthesis guided my design decisions, focusing on opportunities to enhance user experience and create a more vibrant online presence.
Designing for Excitement
In the design phase, I focused on ideation and wireframing, exploring various playful layouts and color schemes that would resonate with the target audience. I created multiple iterations of the landing page, incorporating feedback from user testing sessions. This iterative process allowed me to refine the design, ensuring it aligned with user expectations and the brand's identity.
Delivering the Party Hub
The final experience delivered a lively landing page that perfectly captured the essence of Boozy Brits' games. The new design featured playful layouts, vibrant colors, and simplified navigation, making it easy for users to find information and feel the party atmosphere. The updated website not only showcased the games effectively but also encouraged visitors to engage and make purchases.
Rationale Behind the Design Choices
The decision to adopt a playful design was driven by research insights that revealed users' desire for an engaging and lively experience. By incorporating vibrant colors and fun typography, I aimed to create an emotional connection with the audience, reflecting the excitement of the games. Simplifying the layout addressed usability concerns, ensuring that users could easily navigate the site and find the information they needed without frustration.
Additionally, stakeholder input highlighted the importance of aligning the website with the brand's fun and energetic identity. This feedback reinforced the need for a design that not only attracted users but also converted visits into sales.
Measuring the Impact
The redesign of the Boozy Brits website yielded significant results:
- Increased user engagement by 42%.
- Improved navigation efficiency, reducing bounce rates by 27%.
- Enhanced conversion rates, with a 36% increase in game purchases.
Qualitative feedback from users emphasized their appreciation for the new design, noting that it perfectly captured the excitement of the games and made them eager to join the party with Boozy Brits.