As part of a competitive pitch process, Huawei challenged us to rethink their online shopping experience for mobile products. Historically their website fell victim to a common problem for many mobile manufacturers: extremely long pages stuffed with product specifications, technical jargon, and bland, inhuman imagery.
Our research showed that the vast majority of Huawei customers were looking for around 5 proof points for their next device. They also got easily lost in long pages and, especially in the case of Huawei, could not differentiate the brand from other mid-priced handsets.
We had 5 days to rethink the experience and come up with a fresh direction. I directed a team of UX and visual designers and strategists to concept, design, and prototype a simplified experience that brought the brand closer to a lifestyle category and answered customers’ needs for quick, easy-to-access and understandable product benefits.
Other challenges included how to integrate product pricing from multiple resellers (globally and locally), how to deal with delivery-only product fulfilment, and a strategy for creating lifestyle branded content.
UX - 4
Visual Design - 4
Content Strategy - 1
Copy - 2
Desktop and mobile prototypes were key to conveying the full experience. We used these to get user feedback and communicate the new direction to Huawei executives. Have a play.
We challenged Huawei to think of ways they could abandon the tired world of identical mobile manufacturer sites, tightening the content and enlivening it with a lifestyle angle.