SAP Website Upgrade
This is a project to upgrade the website of a TikTok influencer brand (@sandartpoet) that I run. Through this implementation, I solved some problems this brand was facing.
Background
Sand Art Poet (SAP) is a TikTok account with more than half million followers run by LeeMoArt, making and selling sand-bottle paintings. As a partner of LeeMoArt, I redesign and upgrade the selling website of SAP. The goal is to highlight the artistic nature of SAP as a brand and encourage customers to place order. In the process, I also made changes on many other aspects based on the analysis and user test.
Insights
on the brand
1.
Account growth rate decreased after 500k followers.
2.
VPF is low.
3.
The profit converting rate is low.
This is a normal situation on the platform which brings challenges when an account gets larger.
View per follow (VPF) is used to analyze user viscosity to the brand.
The average income for a TikTok account with 500k followers is 1650$ per post or live show.
5.5%
3.7%
7.9%
6.2%
1650
$ / post (live)
326
To overcome the challenges above, the website is the key part that can be the window for the brand establishment to enhance the user viscosity and opportunities for business cooperation. As a product-selling showcase, the website determines the experience of shopping and the revenue.
Analysis&
User Test
User Test
Since more than 60% followers of SAP are female, the user test group is composed by 3 females and 2 males.
Survey
I published a survey on the website to investigate how visitors felt about SAP.
Conclusion
Negative:
-
Plain homepage
-
Chaotic menu&category
-
Low-quality info page
-
Hard to reach for customization
Positive:
-
Overall smooth process of placing an order
Brain
Storm
Our team (Four partners, the painter, and several key employees) met online three times on the topic of brand establishment and the plan for this website upgrade. The detailed processes are updated on the chat app regularly.
Design
Principle
To upgrade the website, here are the goals that need to reach:
1. Visually more aesthetic
2. Clear guide and arrangement
3. Highlight the brand information
4. Content studio portal
5. Back-stage Respond system
Prototypes
Mid-Fi
Changes
1. Cleaner and fancier homepage
Before
After
2. Clearer menu guide
Before
After
3. Clearer category
Before
After
4. Highlighted brand page
Before
After
5. Respond system for customization and business reach-out
​Customization
Before
After
Business
reach-out
Special
Feature
1. Image Search
Visitors can upload a image to search similar products.
2. Painting Box
Visitors can draw their own pictures on a canvas. After previewing the 3D look, the downloaded image can be used in an image search.
Back End
Statistics
After the implementation in October, total sales for the following two months increased by 1225%. The number of views and visitors also increased dramatically.
Total Sale
1225%
Views
409%
Future Work
1. Make more changes based on future analysis
2. Add more details
3. Add more products
4. Add more interactive features