Overview

ANIMA, a vibrant social brand launched by Next Animation Studio—one of Taiwan’s largest animation companies—focuses on bringing joy and the latest information through illustration and animation. Our goal is to boost brand visibility and attract new clients with a dedicated website. As the lead UX designer, I worked with various stakeholders to develop engaging and user-friendly designs that enhance the website experience.

Project Context

ANIMA recognized that social media was insufficient for fully showcasing our diverse work. We aimed to enhance our digital presence to better present our projects and enrich potential clients’ experiences. This initiative was about moving beyond social media to create a more immersive and engaging platform that reflects our creativity and broadens our audience engagement.

Key Problems

Business Goal

Design Process

Research

To effectively tailor the design of our website to our clients' needs, I collaborated closely with our company's marketing team and interview them to gain a deep understanding of how our clients interact with us and the user flow. Our research identified three main client groups: government agencies, consumer product companies, and food companies. These insights guided my design strategy, focusing on enhancing these aspects to meet our clients’ expectations and elevate their user experience on the website.

User Journey

After identifying what the clients are looking for, we crafted the user journey to further pinpoint pain points and needs, refining our approach for the next design phase.

Design & Prototype

During the design phases, we ideated content and explored various layouts to enhance user flow. We developed low-fidelity prototypes tailored to user needs, focusing on optimizing the layout. Our efforts were concentrated on core pages, ensuring effortless navigation and efficient task completion for users.

Usability Testing

After designing three different layouts, we conducted usability studies with colleagues from marketing and project management to identify user pain points and determine necessary design adjustments. Here are three insights we gained from the results :

Learnings