Mobile Responsive Design Category

Entry Title:

DroneArt, the art of building drones

Category:

Professional Mobile Responsive Design

Position:

Gold

Design Director:

Eleonora Lam

Design Team:

Arthur Kuipers, Eleonora Lam

Company:

WECREATE

Client:

CEI Conrad Electronic International (HK) Ltd

Individual Credit:

Arthur Kuipers, Creative Director, WECREATE

Key objectives: Create a UX and UI optimized e-commerce website based that fits all user requirements Target audience: Techy drone fanatics Market challenge: The drone industry is growing rapidly and so is the competition between drone builders. Droneart has found a niche by focusing on the tech savvy drone fanatics who are capable of tinkering with both the soft- as hardware of their drones, hence the pay off “The art of drone building” The drone industry is growing rapidly and so is the competition between drone builders. Droneart has found a niche by focusing on the tech savvy drone fanatics who are capable of tinkering with both the soft- as hardware of their drones, hence the pay off “The art of drone building” Droneart’s brief to WECREATE was to design a completely new e-commerce website. Their existing website triggered negative reviews and did not generate a positive conversion rate. The main goal for us was to create a site that would show good conversion and SEO.   To get to the heart of the problem that the current site was experiencing we started the project by holding in-depth user interviews and discussions. This taught us quickly that users of the website had real difficulty finding the right drones and drone accessories to meet their needs.   This input inspired us to define and group the drones into four major categories: Flyer, Aerial Photography, First Person View and Acrobatic. These categories served as the main point of focus and starting point for the site’s UX development.   The user interviews also helped us to categorize the drone accessories in a logical manner from a user experience perspective. During the UX design process we created multiple ways to categorize and highlight accessories per drone type. The drone community is technical in character so we looked for tools that could connect these people to the brand and each other through sharing technical details of customizations and modifications to their drones. A dedicated forum, FAQ page and Wiki link were incorporated into the website to nurture interactivity with the brand and each other. Once the UX direction was set we continued with the development of the UI Design. New styling elements, mouse-overs, tilt effects and imagery were incorporated as well as the new brand identity we had created. Results: The ultimate reward of our research and design work has been that targeted KPI’s for the new website have been met with flying colors. Both the site’s conversion rate and SEO have dramatically increased. Post – launch interviews with new and existing target audiences have proven that user experience has improved significantly due to clear categorization and listing of accessories per drone type. Users also say they the feel connected and invested because of the available Forum and Wiki tools. The new website was received with a lot of enthusiasm. It attracted an overwhelming amount of user generated content in the form of pictures and videos which Droneart is using for its blog and Instagram posts resulting in an even more connected and invested user base.