The Problem
Redesigned to engage a younger audience and
the broader market
Sun Hee a Korean cuisine brand had a complete makeover to engage a younger audience and the broader market. My task was to redesign the website which showcases SunHee’s diverse range of offerings.
The Challenge
Crafting a vibrant, engaging website for SunHee’s redesign approach.
The main challenge was to redesign the website so that the younger audience are engaged to keep viewing the website rather than closing it. The vivid colours (from the packaging) should also be reflected on the website and the mascot of ‘panda’ used throughout to reinforce users.
I aimed to embrace lively, attention-grabbing colours in
our design theme to match the brand’s vivid product branding.
Research
Survey
We conducted an online survey targeting our primary audience, aged 18-35, to gather insights on website usability and features. With over 100 responses, this valuable data guided us in aligning functionalities with user needs and expectations.
Survey Findings
The result suggested users wanted a visually appealing website which would keep them engaged, inform them of the range of products we have and consumer generated ‘recipe’ videos to show what they can do with our products.
Make it visually more appealing
Have user
Generated recipe videos
Add more
colours
Better use
Of fonts
Research
User Persona
Research
TASK SCENARIO
Discovery Jack hears about SunHee, a Korean food brand,
from friends and online recommendations.
Discovery Jack hears about SunHee, a Korean food brand, from friends and online recommendations.
Homepage Exploration Jack lands on the SunHee homepage, greeted by vibrant visuals and a clear navigation menu.
Within the “Products” section, Jack finds a variety of Korean products and He clicks on a product to view detailed descriptions, & ingredients
Recipe Inspiration Jack explores the “Recipes” page, discovering unique SunHee product recipes. He saves an interesting recipe for future cooking.
Jack checks the closest place he can buy the product for future reference.
Jack stays engaged with SunHee through social media channels and community activities.
Design
Wireframes
Keeping in mind the current layout, various layouts were created by me which were later tested to see what people though would work best in terms of the
UI. Wireframe 2 was chosen as it had the most scope of being playful with the colours and would be more interesting for the users to browse.
1
2
3
Website research
Good use of colors similar to SunHee palette. Planning to use a similar theme with toned down colors so its easier to see content.
Could show recipes in simalr way with a blend of illustrations and products together.
Products could be showcased in similar way where it would be a swipe. May have more rows to better categorize the products.
Products and illustrations would be shown in a playful manner to create more interest and engagement.
Good overall layout, might show the a live map similar to above (box on right).
Testing
AB Testing was carried out for
impactful design and user engagement
A/B helps identify which design, content, or feature resonates more with users, aiding in optimising user experiences and achieving better outcomes. Two homepage versions were created and AB tested to see which work better. Design A was selected and more pages were created with similar design.
A
B
Testing Results
Love the bold type.
I really like the new recipe page with the large range of recipes and their videos.
I really like the vivid use of colours.
Design
Old Vs New
Old Homepage
One Toned colour which is ‘boring’ to look at especially for a young audience.
Old Recipe Homepage
Lacks categories which makes it hard to search for recipes. Also lacks information at first glance e.g no duration, cooking time etc.
New Homepage
Showcases a colourful banner to attract users attention
New Recipe Homepage
Shows categories of meal plus main ingredients used to make the recipe. Also a ‘New Recipe’ section to make it easier for regular users.
Old Product Page
Products are hard to see at first glance. And the fonts visibility is very low
Old Recipe Page
Due to background visibility is really bad and due to design most users would click off.
New Product Page
Shows the main mascot ‘Panda’ multiple times. Bold use of text so users can be interested to read.
New Recipe Page
Updated design with better visibility and more appealing to look at. Also shows products use with more info available.
Design
UI Elements
Typography
Header 1 - Montserrat Black - 100px
Header 2 - Gotham Ultra - 60px
Sub Head - Gotham Bold - 48px
Logo
Icons
Body - Gotham Medium - 30px
Colour Palette
Primary
Secondary
Elements
Conclusion
Being part of the SunHee website project was truly thrilling, and I’m genuinely delighted with how it turned out. The feedback received for the live website has been really positive. It’s aimed at attracting 15-20% more audience compared to the previous website, thanks to its increased engagement and visually appealing design.
