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GSK - Public Health Website
How a UX/UI optimisation gained 400% increase in conversion and engagement
My role
Product UX Designer, working with a Digital Designer
Challenge
75% dropped off at 1/4 page
15% conversion rate
Solutions
Mobile-first design, focus on accessibility for 50+ audience
300%
Increased in Cross-Conversion
400%
Increased in Video Engagement
84%
Increased in Time Spent on site
01
🔬 Research & Analysis
After doing usablity tests and website analytics, we realised that the team attempted to replicate the entire print experience in the digital realm, which resulted in UX friction. This led to various issues, including accessibility, navigation, inconsistent design elements, all of which hindered user engagement and satisfaction.and
02
⏳ Dealing with constraints
It all comes down to timing and budget. We collaborated with brand strategists to explore ways to share the story more effectively in digital formats, while still staying true to our print roots.
03
🧑🎨 Rapid Designing & Testing
Working closely with devs, we did a rapid design iteration and tested it with 5 actual users through Userfeel - a platform that provides remote unmoderated usability testing
04
🤝 Dev Handoff
All design files and specifications were checked in and shared during the design phase has now been finalised, including key user flows, functionality, and accessibility considerations
