Circles.Life
– UX & UI Optimisation
Team
Project Lead, UX-UI Designer: Marie Fiorucci
Strategist: Brendon Capes
Executive Creative Director: Reece Ryan
Agency: Hardhat – 2021
Context
Circles.Life is a Singaporean digital telecommunications company that launched in Australia in September 2019. The digital experience had multiple issues while the brand had the objective to grow their customer base to 3000,000 by 2022.
Design Challenge
Increase the conversion rate of the marketing and e-commerce websites by:
Making the signup process smoother, simpler and safer,
Using social proof and trust signals to show Aussies we’re the real deal
Bringing Circles.Life's innovation and personality to local category conventions.
Project phases
User test on marketing and e-commerce website
Creation of digital personas
E-commerce ‘quick win’ redesign project
Marketing website ‘quick win’ redesign project
The redesign focused on enhancements identified through heatmaps and qualitative user interviews to foster confidence and prevent checkout abandonment.
Marketing website optimisations:
Implementation of social proof and trust signals to boost credibility, and efficiency in the pre-checkout user experience.
Refined information hierarchy, simplified animations, consistent UI guidance, relevant imagery and tailored copywriting for the Australian audience,
E-commerce optimisations:
Improved hierarchy and elimination of misleading images or content,
Implementation of reassurance and trust signals throughout the journey
Clearer UI layout, ensuring users easily navigate through the steps, reducing frustration, incorrect information entry and error states.
