CASE STUDY - 2023

Brand awareness and website refresh for a Kenyan-based pharmaceutical company

Overview

Introduction

SPKL is a Kenyan-based pharmaceutical consumer-packaged goods company that specializes in importing and distributing hygiene solutions. The current website was not retaining traffic nor was it providing value.

In response, we are spearheading a brand refresh that aims to better promote SPKL's product offerings and expand our brand awareness through an online website presence.

My Role

Product Designer
Research, Wireframing, Design

The Team

3 Designers. 1 Stakeholder.

Timeline

June 2023 - Present

Problem

Existing website and brand were not portraying value

Stakeholders wanted to refresh the website and promote their subsidiary brands and products for end-users. The website was not functional on mobile and failed to meet a lot of standards in its accessibility and design.

Project Requirement Scope

Business Objectives

  • Refresh brand identity and image to better align with company vision and values
  • Promote product information to increase brand awareness

Customer Goals

  • Find the right product offerings for their needs
  • Navigate the site easily
  • Accessing educational resources

Constraints

  • Brand does not sell direct-to-consumer
  • Unfamiliar/foreign market (Kenya)
  • Mobile-first

My Responsibilities

  • Market Research
  • Information Architecture & Navigation
  • Lo-fidelity Design

How might we...

better promote SPKL's brand to generate value for the user?

Jump to Solution

Providing the Framework

Market analysis dictated a mobile-first approach.

80%

of website visitors accessed through mobile devices.

This was the first cultural constraint to keep in mind. Africa's user base does most of its browsing through mobile devices, something we had to keep in mind and cater to.

Statistics to Consider

01
Bounce rate was above the industry average at 66%.
02
Average session duration was 1:18.
03
Most visited page was /our-diapers.

Defining Target Audiences

User personas helped steer SPKL's product focus towards facilitation.

Both business and user goals revolved around the value behind our product offering.

Hiari

New Parent
about

Represents most of SPKL's market. Looking to find affordable diapers.

needs

Provided straightforward information to compare products.

Chege

Caregiver
about

Chege has to take care of his elderly parents.

needs

Requires an easy, navigable system to find the right adult diapers.

Geetika

Frugal Shopper
about

Budget-oriented. They need a cheap supply of sanitary pads.

needs

Ensure pricing is readily available on website.

Touchpoints

Mapping out the website experience and user jobs were essential in structuring navigational layouts.

Task Flow

Click to Enlarge

User Journey Map

Click to Enlarge

Site Mapping

Arranging site content through stakeholder feedback and industry best practices.

Click to Enlarge

Information Architecture

Evaluating content structure and hierarchy to ensure users receive key information at appropriate stages of their journey.

Proposed Solution

A brand new website refresh to redefine and promote SPKL's service offerings.

1. A home page

Screenshot of ResQ's Home Page

1. A product page

Screenshot of ResQ's Home Page
See Slide Deck Here

Project Takeaways

What I've learned or could have done better...

This project provided my first real-world experience in working with stakeholders and gave me a glimpse on the design process in real-time. Every project is going to be different and the process can't always be followed to a tee. I learned a lot about compromise and having to work with constraints.

  1. Managing assumptions. With the client based in Kenya, a lot of assumptions had to be thrown out the window. That being said, a lot of preliminary data was based on provided market research. As much as I would have liked to do user interviews and get boots on the ground, it wasn't entirely feasible.
  2. Real-world problems aren't black and white, which means the solutions aren't either. There's often a disconnect between what we'd like to implement versus what is feasible. I found these constraints, cultural and otherwise, were actually great in promoting more creativity and freedom.
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