A redesign for NetEase AI - AR Division official website
Project
As the number of customers of our AR product is growing, the need for redesigning website became imperative. There are two AR product now available, the Insight App and Insight SDK. The original website condensed all the information for "to B" and "to C" customers in one page which confuses different users, and we aimed to implement the overall UX experiences.
Visit the full website at dongjian.163.com
My Role
Involvement
Lead Interaction Designer
Product Management
Project Type
Work Project
Company
NetEase Inc.
Date
2017.8
As the lead user experience designer at interaction design team, I worked with front-end engineers, designers and product mangers to redesign the website.
Problem
Two problems are on the table: one related to the website’s content and another related to its information architecture. As for content, there are two mini-issues: lack of clarity and lack of information variety.
First, website users can be categorized into four groups – businesses, volume-based applications, developers and individual customers – each of which only needs one type of services:
Insight SDK or Insight App. Currently, the features related to both Insight SDK and Insight App are squeezed into the home page, making it extremely inefficient and difficult for each type of user to sift through the information mass and find what it needs.
Second, Netease Insight’s brand department hopes to use the website for brand marketing and news outlet purposes – two areas of content that are not featured in the current version.
Original Website
Design new Information Architecture
Since different types of users need either Insight SDK or Insight App, they should be guided to their respective programs via different paths. And the previous home page features too much content, leading to information overload. The new information architecture greatly reduces the lengthy information covered in the home page and based on personas, the product of App and SDK has separate page under "product".
Person 1
Age: 21
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A college student who is majoring in computer science and is looking for a job in emerging technologies such as AI and A/VR
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Frequent user of mobile apps
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Eager to build software for next generation of users
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Find SDK application of NetEase AR in mobile apps (music)
Person 2
Age: 36
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Current customer manager at a company partnered with AR team
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Wants to know more about the AR effects the team provides to elevate the product of his company
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Learn more about the solutions of other similar products and find potential partnership with AR technologies
Person 3
Age: 25
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A doctor works in a state hospital specialize in liver transplant
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Inspired by emerging technologies in other hospitals that utilize AR to locate the tumor
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Wants to bring technology into the traditional industry to bring more efficiency to his patients
Wireframes
Solutions
The new website features a cleaner home page, transferring most of the information previously piled on the home page to other tabs. This way, without the confusion caused by information overload, users can have a better experience navigating the website and find what they are looking for faster.
The website now has two tabs under products – Insight SDK and Insight App – and therefore clearly guide different types of users to the product that they need. Unlike previously where the users have to sift through features related to both Insight SDK and Insight App on the same page, now they can easily choose which product they are interested in, click on the respective tab and efficiently learn about that product.
The website also expands the “About Us” page and now features two separate tabs “Contact Us” and “Join Us.” The new design allows users to easily initiate contact with Netease Insight should they have feedback, questions or interests in joining the company.
Responsive design is also introduced to the new version
