Project Overview

Pain Points:

• Disorganized information

• Unorganized pages

• Unable to distinguish what’s being provided for which target business owners

Want:

• Modernized and sleek design

• Interactive design

• Not so much word heavy, but images with storytelling

MARKET RESEARCH

Since this is a new business and website, it’d take some time to gather the information needed for the services they will provide. In order to understand more about the business, I’ve conducted a research on competitors that runs a very similar business as Precious Bridge.

Most IT services in HK have a specifically cater to the retail segment or are have scattered functions, where very few provide all-in-one solutions that can deliver to the custom needs of sizable F&B Groups. Some existing market players include: Seven Rooms, Eats365, Odoo. On this chart, I’ve done the list of services they provided for their clients available on the website VS what Precious Bridge is able to offer.

Looking into what the list of services clients had provided, here’s a detailed SWOT analysis on how competitors can have advantages and disadvantages to Precious Bridge Group.

Moving onto organizing the information and putting it together onto a website. With Miller’s Law, an average person can only keep 7 (plus or minus 2) items in their working memory. Keeping this principle in mind, I’ve limited choices on the navigation bar and divided the target business page to 7 categories and limited case studies to 5 cases. Here’s the organized affinity map to site map.

AFFINITY MAP

SITEMAP

After doing a SWOT analysis, it was very important to highlight Precious Bridge Group’s strength and recognizing the weakness. From that, we were able to dissect the target businesses of the clients Precious Bridge Group was trying to face. From looking into their full list of products and services they were able to provide, I’ve worked with both owners on dividing the services to suitable target.

As this company is a start up, it participated pro-bono projects as well as building recognition and presence in the industry. There were new clients who was willing to try new services that were being offered by Precious Bridge Group within the target businesses that we categorized.

A client I spoke to, was willing to share his own testimonial to how Precious Bridge Group has helped improve his business by participating multiple services that Precious Bridge Group offered within a target he falls into. He asked to stay anonymous and the following will be a persona and real customer journey map based on his experience with Precious Bridge Group.

PERSONA & CUSTOMER JOURNEY MAP

Meet Eric Chan…

The User Persona Eric was generated based on user research to help guide through my design process.

Eric is a frozen meat business owner. As COVID changed the way businesses worked, he decided to covert his frozen butcher to a frozen food shop in Mong Kok for people to try new imported frozen goods. He has always been a very conservative business owner, and with this new business direction, it has completely blown him away from how he used to run his old traditional “frozen meat” business to now expanding to sell all sorts of frozen products to keep his old and new clients happy as more people cook at home. Like every hot pot party, Eric decided to invite a couple good friends of his to try these new products he has gotten from elsewhere and wants to introduce to his shop.

Scenario

After taste testing products, Eric was very eager to add some of these positive products into the store. Unfortunately he had way too much frozen goods that wasn’t able to get rid of as quickly. He went to storage room and see what else is selling slow and quickly realize that these frozen goods’ expiration date was coming near. Eric was upset that none of the workers noticed the expiration date on the products. When it comes to food inventory, Eric wanted the system to make workers input that batch of expiration date so it can minimize the loss. Precious Bridge Group was able to provide a service where the inventory system is being monitored within the system portal where he could get notification on products on a desired time frame between prior due date (Half year/3 months before due date).

MID-FIDELITY WIREFRAME

DESIGN SYSTEM

HIGH-FIDELITY MOCK UPS

PROTOTYPE

USER TESTING

I’ve conducted interviews of a total of 5 people offline, and 15 people online (survey) to test the website and its usability. 95% of the users have successfully navigated through their desired target businesses based on the request and challenge the client has given me. 5% of the user(s) was not as experienced with technology and wasn’t able to quickly identify the assigned task.

All of them agreed that:

• Information was very easy to digest and easily navigate throughout the website

• They don’t feel overwhelmed by hard selling the service

• Target business profiling option gives them a more solid idea on what kind of IT solutions they need to quick start/improve their business.

Some users commented that:

• They were hoping to see more information (a quick description) about each service to get a quick idea on what each individual service means, comments mostly come from new/ younger business owners.

• Some services that hasn’t been listed on website is still provided and users want an option to break down prices to better budget on what IT solutions they can choose from.

What Can I Improve On?

After working on this project, I’ve learned much more from a customer perspective on certain IT solutions and user behavior on their request for the products they’ve requested from Precious Bridge Group. It gives me more experience on learning about why some solutions are not suitable for certain target businesses and what cannot be done.

Here are the list of things I could’ve worked on if I was given the opportunity to help improve this website:

• Convince the client with users’ comments on how they would want a short description on each services being provided so they know what each service means and quickly identify them

• Use more lifestyle photos to gain credibility and trust from new businesses for Precious Bridge Group.