BRIEF
The requirement for the website redesign focused on delivering clear and intuitive categorization of the company’s solutions, ensuring users could easily understand and navigate offerings tailored to multiple industries. A central aim was to effectively communicate Qwikcilver’s evolution from a traditional gift card provider to a comprehensive digital gifting solutions leader.
ROLE - UX Design Lead
• Responsible for user research, information architecture, wireframing, and prototyping.
• Manage client and create a strategy for the website along with the project manager.
TEAM
Lead a team of two skilled Senior UX/UI designers with a support from project manager.
PROJECT TIMELINE
April 2024 - July 2024 (4 months)
RESEARCH
To ensure the redesign truly reflected business needs and user expectations, our research phase was strategically divided into two core streams:
1. Primary research - Stakeholder interviews:
We developed tailored discussion guides and conducted in-depth interviews with the stakeholders across marketing, sales, product and business teams. These conversations enabled us to:
• Gain a nuanced understanding of business objectives and team expectations.
• Explore the brand's positioning and core value propositions.
• Identify communication challenges present in the existing website.
2. Secondary research - Persona and Competitor analysis:
This phase focused on building a comprehensive understanding of the website's potential users and the competitive landscape.
• Persona: We crafted key personas representing key decision makers such as leaders in marketing, sales, products and human resources ensuring that the redesign addressed their specific needs and motivations.
• Competitor analysis: We performed a comprehensive review of competitor websites and their solution offerings to map information architecture, assess how they position and present their solutions, identify Qwikcilver's differentiators and opportunities.
Our research concluded with clear insights that informed both user experience strategy (2 distinct strategy options) and site structure, setting the foundation for creating a distinctive and user focused digital presence for Qwikcilver.
Fig. Affinity mapping of stakeholder interview insights (top-left), Proto-personas (top-right), Competitor analysis (bottom)
IDEATION
During the ideation phase, we translated our research insights into tangible concepts by sketching out multiple strategic directions for the website. Collaborating closely with stakeholders, we refined these initial sketches to ensure they accurately represented Qwikcilver's diverse solutions and platform capabilities.
In parallel, our UX and UI teams explored innovative ways to present information visually. By experimenting with both 2D and 3D design elements, we aimed to create compelling visual experiences that would clarify and simplify the complexity of Qwikcilver's offerings. These creative ideations allowed us to break down intricate solutions into more intuitive, engaging representations, thereby making the platform more accessible and appealing to all user segments.
Fig. Concept sketches of few sections from Home, About, Solution and Industries pages
WIREFRAMING
The wireframing phase began with a comprehensive information architecture exercise. Drawing from our extensive research and stakeholder inputs, we defined a logical content hierarchy, with clear segmentation for Qwikcilver's solutions and industry use cases.
Building on the ideation phase, we transformed our strategic sketches and visual concepts into digital wireframes. The process involved converting initial sketches into digital wireframes to visualize page structure, and experimenting with multiple layout options. Refined the wireframes to incorporate stakeholder feedback, optimizing content hierarchy and enhancing logical grouping on the page layout.
Fig. Desktop and mobile wireframes of Home and Solution page
OUTCOME
The redesigned Qwikcilver website delivered a significant transformation in both user experience and brand communication. By clearly and concisely presenting Qwikcilver’s consolidated suite of digital gifting solutions through intuitive navigation and interactive visuals.
Additionally, the updated visual language was thoughtfully aligned with Pine Labs - Qwikcilver’s parent brand; strengthening the visual and strategic connection between the two brands. This alignment enhanced brand consistency and credibility across touchpoints, reinforcing Qwikcilver’s position as an integral part of the broader Pine Labs ecosystem.
Fig. The final outcome of visual designs for Home page
