Labworks International Inc is a company that specialises in building climate control facilities, in the scale of rooms or chambers, for mainly scientific or healthcare purposes. Examples of their clients are pharmacies and hospitals. As Labworks try to expand their market from Canada to the US, the main problem they faced is that they do not have many existing connections and trust relationships with buyers in the US. The job of my team was to consult the company to recommend improvement on their main digital presence i.e. their website, in a way centring to solving the problem.
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Laying the Groundwork
Before we start, we had a session with people from Labworks to understand how partnerships are formed in this industry. We learnt that many business relationships in this field are long term collaborations, therefore trust and confidence play important roles in between. With that said, our team set out the theme of their website to be the "Trustworthy, Reliable Expert."
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1. Current State Analysis & Competitive Analysis
Based on the theme and the overall goal to gain the viewer's trust in Labworks' products and services, we conducted a current state analysis to evaluate the websites' usability. We also looked into their main competitors' sites to see what is missing from Labworks in the competition. We concluded that there was room for improvement in terms of transparency and content strategy.
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2. Persona
After examining Labworks workflow we came up with the summary of audiences i.e. Persona. A Persona is typically helpful for us to figure what kinds of content are sought after by the viewer. For Labwork's case, we centred around architects to build upon the profile.
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3. Content Structure & Strategy
One of the main purposes of Labworks' website is to introduce its products and services to the audiences. Our analysis found the existing information insufficient for people to fully understand their work. A content structure was developed by our team to recommend what to include in the product descriptions. On the other hand, the tone and voice were set.
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4. User Flow
We logically outlined an ideal use case for better validation of content choice and understanding to users' want as they view the website.
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5. Wireframe and Prototype
Compiling all the findings and guidelines, our team developed the wireframe and prototype for Labworks' website. The new design helps the important information stand out on a page. The video clip below demonstrates one likely user flow of the website.
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Afterthought
The project was my first attempt to carry out a complete UX project, I was glad that all my learnings were applied. The project was conducted with great conformance to the schedule set by our team. We covered most of the aspects that are essential to a successful user experience. We are glad that Labworks International finds our recommendations useful and made actual changes to its website accordingly. Nonetheless, I could see the there was room for improvement on the sizing of texts and images in proportion to the screen, which I will keep in mind when I take on future projects.
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