My Role
User Research, Product Design
Tools
Figma, ChatGPT, Canva, G-suite,Adobe CC, Zoom
Timeline
6 weeks
User Research, Interaction Design, Visual Design, Information Architecture, Wireframing, Prototyping
Skills
IDENTIFYING THE PROBLEM
Potential clients struggled to understand all of Pentagon Solutions' offerings, making it hard for them to decide if they were a good fit before engaging.
Just as in any professional service, where the provider's expertise and values are essential considerations, Pentagon Solutions' offerings require transparent communication to foster trust and engagement. The absence of an online website presents an exciting opportunity to expand their digital footprint.
Background
Since its humble beginnings in 2020 as a small retail shop, Pentagon Solutions has flourished into a respected name in the security sector. Over time, they've honed their expertise, offering a wide range of security solutions customized to suit the unique needs of each client they serve. While they've effectively utilized social media to connect with their audience, there’s a significant opportunity to further enhance their digital footprint by expanding into new online channels
SOLUTION
An online platform that effectively communicates their expertise, values, and offerings while providing a seamless experience for visitors.
Introducing a responsive website for Pentagon Solutions , that significantly enhances their digital presence, addressing key challenges in client engagement and communication. This platform increases brand awareness and shows it as a credible authority in the security industry.
Click here to view Prototype
RESEARCH
Based on discussions with the client (owner), certain predefined constraints regarding the business offerings and target user group have been identified.
Business Considerations
The website will not feature e-commerce capabilities, as online purchasing is not prevalent in Tanzania.
Pricing transparency will not be feasible due to variations based on factors such as the quantity of items purchased and the customer's loyalty status.
Competitive Analysis
In conducting the competitive analysis, I thoroughly researched similar businesses across Tanzania and neighboring countries. I examined their promotional strategies, website structures, and user-friendliness.
Key findings included diverse promotion methods, intuitive website navigation, and unique selling points. Emphasis was placed on customer engagement through interactive features and tailored marketing strategies.
User Interview
“In this day and age, a good business website is crucial in establishing a strong digital online presence beyond Instagram”
Goal: To gather insights from both the business owner of Pentagon Solutions and potential clients to inform the ideation phase of website development. Key findings will help in making decisions about website content, features, and overall user experience.
Through in-depth interviews with the business owner, as well as current and prospective clients, I gained comprehensive insights into the key goals the owner has for the website and the expectations of the clients.
KEY FINDINGS
“Security tech is so versatile! Lets focus on highlighting the most demanded items and the renowned brands we deal with.”
-Business Owner
INSIGHT: A timeless website showcasing the most demanded items in each category and highlighting them as a national distributor of Hikvision.
“Technicians and installers are my main customers, I want to show how we support them with our services.”
-Business Owner
INSIGHT: The website should primarily showcase services such as ongoing training, support for technicians, and exceptional after-sales and installation service.
“Online shopping is still in its early stages here, also our prices vary based on if the customer is buying few items versus bulk purchases.”
-Business Owner
INSIGHT: No direct product sales due to limited online shopping in Tanzania and no price transperency due to varying wholesale/retail prices.
“.. I want to see how credible they are, generally reviews and testimonials in their website helps me decide if I should buy from them or not.”
-Alifya ( Potential client)
INSIGHT: They express a preference for evaluating credibility through reviews and testimonials on the website, indicating that these factors heavily influence their purchasing decisions.
IDEATION AND PRIORITIZATION
User Persona
THE OPPORTUNITY + BRAINSTORMING IDEAS
How Might We….
Leverage Pentagon Solutions' expertise and support offerings to design a user-friendly website?
Inspired by my HMW question, and Key findings from user interviews - I listed KEY GOALS for the website:
The website should serve as a lead generation tool, attracting potential customers and encouraging them to inquire about services and products.
Establishing Pentagon Solutions as a trusted authority in the security solutions industry is crucial. Testimonials, and highlighting partnerships with renowned brands like Hikvision will contribute to building credibility.
Enhance brand visibility by effectively communicating Pentagon Solutions' values, expertise, and unique offerings to leave a lasting impression on visitors.
INFORMATION ARCHITECTURE
Site Map
This gave me a visual idea of what my platform would consist of and what screens to prioritize.
DESIGN PROCESS
Adding structure and function to the ideas
Through low-fidelity wireframe sketching, I explored multiple designs to assess their effectiveness in communicating the business's expertise and offerings, while aligning with the website's goals and the target audience's needs.
DESIGN SYSTEM AND STYLE GUIDE
Pentagon Solutions is highly committed to its branding and logo. The client requested that the website color palette be matched with the logo, so the only available assets were the limited color palette and a logo file
DESIGN SOLUTIONS
UI design and Hi-fi wireframes
Refining the interface for a better user experience
Crafting the high-fidelity wireframes entailed the integration of brand elements into the existing low-fidelity wireframes. This process involved not only translating the brand's visual identity but also ensuring its consistency and resonance throughout the design, aligning every visual component with the business's unique personality and goals.
KEY SCREENS
Homepage
About Us
USER TESTING AND ITERATIONS
“Overall, Pentagon Solutions comes across as a credible, expert, and customer-oriented company dedicated to providing high-quality security solutions and support.”
After completing the functional prototype, I conducted usability testing with 8 participants, this helped to improve the product by observing how people interacted with it.
TASK TESTED:
Sign up for the next hikvision security products professional training
Browse different types of wireless electric fences
Validating results- at a glance
Avg time to complete task 1:
58 secs
Avg time to complete task 2:
1 min 10 sec
What needs Improvement?
There were a few hiccups users experienced as they completed the tasks. Iterations were made based on users and owner feedback.
Initial red color from the logo evoked error and danger associations
A new color palette, aligned with the brand's identity, eliminated negative connotations. An AI-generated image of a Hikvision camera was added, paired with a background that reinforced the company's focus on security and its role as a national distributor.
Client logos in a carousel and circuit visuals cluttered the screen and were very distracting
I implemented a continuous logo rotation to reduce clutter and the circuit visuals were removed to prioritize a clean, minimal design. I also changed the testimonials to display one at a time enhancing readability.
Incorporate pentagon shapes
I leveraged the brand name, "Pentagon Solutions," by integrating pentagon shapes into the homepage design. Featured products were displayed within these shapes rather than traditional squares, enhancing both visual appeal and brand coherence.
Based on user feedback, I separated products and services into distinct pages, improving navigation clarity and enhancing overall usability.
The initial design combined products and services
Interactive Prototype
CONCLUSION
Next Steps
The immediate next step is to list all products and their subcategories and design individual feature pages for each. With the MVP now ready, it needs to be pushed into development. Following this, client training and handover sessions will be conducted to ensure the client is proficient in managing and updating website content.
What I learned
Interviewing the business owner is essential as it provides insights that may not be apparent to the designer. The owner’s deep knowledge of their products and services ensures the website is tailored accurately to meet business goals. Every business website should be customized based on the individual owner’s expertise and target user insights to effectively address specific needs and expectations.
