Trojan Canada: Website Refresh
Trojan Canada website was facing many challenges with a slow speed and lag times that was causing high bounce rates. The goal of this project was to perform a website refresh that would educate consumers on their brand and available products.
The Ask
Trojan Canada was looking for a more modern website look and feel that showcases campaigns that they were running at that time. With the help and Art Direction coming from a third party agency, the client offered us creative freedom to execute their vision. To
Key Metrics
What we needed to improve
High Bounce Rates
Bounce rate for Trojan Canada website overall is 65% which was higher than the average benchmark (41% to 55%). The highest bounce rate was coming for the mobile. With data support, we've identified that 53% of consumers would abandon a mobile website if it takes more than 3 seconds to load - which was a reality for Trojan.
Poor User Experience
The outdated look and feel didn't resonate with the current Trojan audience. Trojan was looking for a more product experience approach, putting their products more upfront, communicating the benefits and specs of each products. Trojan also wanted to highlight their where customers could find products online and in-store more easily.
Out of House Development
Trojan decided to use a third party development company to work on their website refresh. To make sure the project was moving smoothly, I was responsible to maintain a strong communication between developers and stakeholders - to ensure both were on the same page not only with design decisions, but also with some challenges I've encountered.
Sitemap
What we accomplished
To help Trojan team to better understand the scope of my work and create a fair estimation for development, I created a sitemap with the expected IA. In this first format, we included a Landing Page for a specific product launch that became a separate project within the scope.
The Result
Highlights of the Project
The Trojan team was completely happy with the website refresh. They felt that the experience was more cohesive and aligned with their global strategy. I assumed a Product Designer role in this project, taking the Art Direction from their campaigns and being responsible to bring life to the pages. I wanted to explore the contrast of purple and yellow with a few accent colours - so the products could shine. I also used a couple illustrations available to increate visual interest.
Case: Bareskin Raw Launch
Highlights of the Project
During the Trojan website refresh scoping, the client asked us to create a Landing Page for a new product launch. This LP should contain a unique experience for the Bareskin Raw line and had to be aligned with their global launch strategy for this product - which meant using exclusive product assets and colours. To create an experiential moment I added the promo video of this campaign in the LP, triggered by the second scroll with an autoplay. Both client and the third party agency involved in the process were highly satisfied with the design result.
What I've learned?
Working in this project was equal parts fun and challenging. I had to dedicate a lot of time in understanding the brand positioning and their global vision to align expectations for the website. I also learned a lot about e-commerce strategy and in-site search to produce advanced filters for Trojan's products. In retrospective, I believe working in such a harmony with Trojan's team was key to produce great results and a better user experience.
