IEMSA
Revamping IEMSA's Online Presence
- 📄 Project Name: IEMSA Website Redesign
- 🕒 Year: 2016
- 👤 Role: UX Designer, Template Dev
- 🛠 Tools: Mobirise, Figma
Transforming IEMSA's Digital Identity
Redesigned the IEMSA website to enhance visual appeal and usability, resulting in a 27% increase in user engagement.
Understanding the Challenge and Setting Goals
IEMSA, a well-established player in the automotive parts industry, faced a significant challenge: their website did not accurately reflect the quality and innovation of their products. This disconnect not only affected user perception but also limited potential customer engagement. Stakeholders believed that a more modern and visually appealing website would better showcase IEMSA's capabilities and establish a stronger online presence.
The primary goals of the project were to:
- Modernize the website's aesthetic to align with current design trends.
- Increase the quantity and quality of visual content to better represent IEMSA's offerings.
- Improve information architecture to ensure users could easily navigate and find relevant information.
Research and Insights
🔍 Research
I conducted user interviews and analyzed website analytics to gather insights into user behavior and preferences. I engaged with 50 users, focusing on their experiences and frustrations while navigating the existing website. Key findings included:
- Users found the website outdated and visually unappealing.
- A lack of images made it difficult for users to grasp the full range of IEMSA's products.
- Information was often buried, leading to frustration when trying to locate specific details.
✍️ Synthesis
Through synthesizing the research, I identified recurring themes around visual appeal and information accessibility. I created user personas based on the interview data, highlighting their needs and pain points. This process allowed me to define opportunities for enhancing the user experience, particularly in terms of visual storytelling and intuitive navigation.
🎨 Design
My design approach involved ideation sessions, wireframing, and prototyping. I began by brainstorming ideas that aligned with IEMSA's brand identity and user needs. I developed multiple wireframes, iterating based on feedback from stakeholders. This iterative process ensured that the design evolved to meet user expectations while maintaining alignment with business goals.
🚀 Outcome
The final website delivered a fresh, modern look that effectively showcased IEMSA's products and services. Key features included a visually rich homepage, streamlined navigation, and an organized structure that allowed users to find information effortlessly. The design not only enhanced the aesthetic appeal but also improved overall functionality, making it easier for users to engage with the content.
Rationale Behind Design Decisions
The major design decisions were rooted in the insights gathered during the research phase. For instance, the emphasis on visual content was a direct response to user feedback indicating a desire for more imagery. By incorporating high-quality images and a clean layout, I aimed to create a more engaging experience that reflected IEMSA's innovative spirit.
Additionally, I focused on simplifying the navigation structure. The original website's information architecture was cumbersome, leading to user frustration. By organizing content logically and ensuring that key information was just a click away, I addressed the usability concerns highlighted by users, ultimately creating a more satisfying browsing experience.
Measuring Success
The outcomes of the redesign were significant:
- User engagement increased by 27%, as evidenced by a rise in time spent on the site.
- The bounce rate decreased by 18%, indicating that users were finding relevant content more easily.
- Qualitative feedback highlighted improved user satisfaction, with many users expressing appreciation for the site's modern look and ease of navigation.
In summary, the redesign of IEMSA's website not only revitalized its online presence but also aligned it with the quality and innovation that the company represents in the automotive industry.