PROJECTEnjoy.com
Enjoy brings the best of the store directly to customers. Smart and friendly Experts provide a personalized and convenient retail experience in the comfort of the customer’s home. Enjoy.com offers the opportunity to explain the Enjoy service to external audiences.
TYPEWeb Design, UX/UI, Art Direction
ROLELead designer
OVERVIEWAn overhaul of Enjoy’s website.
As a Senior Visual Designer at Enjoy, I worked on an overhaul of enjoy.com. This included rethinking how we communicate what Enjoy does as well as updating visual styles and components.
The Challenge
Customers do not fully understand what is provided with the Enjoy service. It’s unclear what “Experts” do and how they will receive their new technology device.
The Goal
Help users understand the value of the unique at-home retail experience provided by Enjoy Experts. Set clear expectations of the experience, from ordering a new technology device online to receiving it at the location of their choosing and receiving free set-up services.
The Process
02Identify
01Discover
03Define
04Ideate
05Execute
01
/05
DISCOVERGaining insight and empathy for users.
Initial research consisted of auditing the end-to-end customer experience, user testing and analyzing how competitors in the market were communicating with their audience. This was done to gain a better understanding of Enjoy’s users. The goal was to identify patterns that worked in order for us to learn from them when creating the new Enjoy.com experience.
Competitor Analysis
Taking a look at Enjoy’s competitors and other B2B2C companies allowed us to find trends in language, how they’re positioning their services and representing brands they work with.
02/05
IDENTIFY
Obtain feedback and prioritize goals.
Meeting with members of Enjoy’s leadership team was essential in defining the business needs, communication goals and any visions for the representation of Enjoy. This created a stronger pathway and direction to work towards.
This feedback process consisted of meeting with our CEO and discussing initial thoughts and visions. From there, we walked through the existing site at the time and opened up the floor for general comments.
Overall, the objective is to make it clear what Enjoy does. There isn’t a need to create regular engagement as it should be very explanatory.
Heatmaps
To better understand user behaviors on the site, our team ran Hotjar heatmaps to scope the engagement with the content. This was assessed alongside the notes from leadership.
Appeal to all users: customers, candidates, press, etc.
Clearly communicate “what we do and who we work for”. No need for regular engagement.
Update videos with fresh content and the Enjoy visit experience.
Use the language “Now the store comes to you”.
Audience misunderstands the meaning of “Mobile Retail”.
We’re not a delivery company. We are a retail experience in home.
01020304050607080910How does someone find us? How do we direct them to partners?
This souldn’t be an affiliate site.
Find ways to highlight and celebrate Experts more.
Currently reads as though they should be able to order through us - rethink as more of a B2B site
Key Takeaways
03
/05
DEFINECreating hierarchy within the information.
The information architecture and user flows were established before I was brought onto the project but had not been documented. I built a site map to help inform my decision making when designing each page.
We simplified the site’s initial structure by combining similar information onto single pages and renamed menu items to make the navigation more intuitive.
04
/05
IDEATEShaping the story.
A large portion of the ideation process consisted of wireframing different ways to structure our story on the landing page.
Exploration A
In addition to video content, we open the opportunity to add another level of understanding for the user early on the page.
Exploration B
Clearly representing the Experts could create excitement for potential customers. Consider that they may question items like safety, training, etc.
Exploration C
Leading with the partners. Our partners are highly recognized brands. Customers would feel comfort knowing that this is a trusted service.
The outcome
Ultimately, exploration A was the preferred direction to work towards. Enjoy’s partners are very well-known companies and we wanted to develop trust from our users who are learning about Enjoy for the first time. Therefore, having this recognition would validate Enjoy as a trusted source
05
/05
EXECUTEPutting the pieces together.
The result was a new company website that helped drive value by providing a clearer understanding of Enjoy’s experience and services.
Project learnings
Remembering ‘who’ we are designing for and ‘why’ this is essential to make an impact. The primary goal throughout the whole process is to understand the user, their needs, their problems and then come up with a design solution.
Focusing on creating a strategic roadmap to launch an MVP. This helps us prioritize and manage other requests that could potentially derail the project, resulting in a stronger ability to deliver quality designs on time.