Dyson:
The pioneered, patented V11™ Cordless Vacuums
Mobile-first, real-time interactive and storytelling experience.
As the UX/UI Lead for the Dyson project, I undertook the task of creating an engaging and visually captivating background for the landing page promoting the V11 cordless vacuums. This involved a strategic approach to design, considering the brand's aesthetics, user experience, and the overall message we wanted to convey.
I carefully selected and incorporated suitable imagery, colours, and typography to enhance the visual impact. Iterative design processes were employed to refine and optimise the background, ensuring it aligned seamlessly with the on-scroll animations and the overall user journey. By collaborating with the team and leveraging my expertise in UX/UI design, I successfully crafted a compelling background that complements the product and captivates the audience.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Dyson.
E-commerce
Consumer Electronics
Google Analytics
Agile Methodology
Scroll to explore project step by step
Let’s get started.
Solve the right problems with right goals.
In leading the Dyson landing page project, our primary focus revolves around achieving three overarching objectives.
Firstly, we aim to craft an engaging and immersive user experience that captivates visitors and encourages exploration. Secondly, our strategy involves optimising website conversion through strategic design elements and intuitive user pathways, ultimately driving sales and revenue growth. Lastly, we seek to visually reinforce Dyson's brand differentiation, leveraging distinct visual cues and brand elements to leave a lasting impression on visitors.
By aligning our design approach with these high-level goals, we aim to deliver a landing page that not only showcases Dyson's V11 cordless vacuums but also reflects the brand's commitment to innovation, quality, and user-centric design.
Our high-level goals were to:
-
Meticulously create immersive user experience.
-
Strategically optimise website conversion.
-
Visually reinforce brand differentiation.
Conversion %
I solved the problem of users refusing to hard-to-interpret, static, templated and boring content which led to uplift of conversion rate.
Bounce %
I solved the problem of users refusing to hard-to-navigate, non-intuitive and unorganised content which led to lower of bounce rate.
Order Return %
I solved the problem of users failing to understand products’ unique selling points (USP) which led to lower of order return rate.
*Exact number of growth metrics are confidential and have been hidden.
Scroll to view UX/UI solution
UX research comes first.
Identify the design methodology.
As the UX/UI Lead for the Dyson landing page project, a critical aspect of our work involved the Research & Design (R&D) Iteration process. Collaborating closely with management, we gained a comprehensive understanding of the business objectives driving the project. Leading a team of talented UX/UI designers, we crafted innovative and user-centered solutions to meet the project goals. Seamless collaboration with the development team ensured the successful implementation of these solutions, bringing them to life on the landing page.
Working alongside the e-commerce and marketing teams, we conducted split tests to gather valuable user feedback, enabling us to refine and iterate on the UX/UI solutions. This iterative approach allowed us to continuously improve the user experience and achieve optimal results. By repeating and iterating these procedures, we aimed to deliver a compelling and effective landing page for promoting Dyson's V11 cordless vacuums.
Listen to them.
During this work process, I thoroughly understood user needs, collected valuable feedback, validated design assumptions, identified design opportunities, and fostered empathy. By engaging in user interviews, I gained insights that shaped the development of a captivating landing page with on-scroll animations.
The primary metric applied in the project was the conversion rate. The higher the conversion rate, the more the revenue.
Followed by the average session time metric. The lower the average session time, the faster the conversion journey.
Gather their feedbacks.
I gathered diverse perspectives, explored group dynamics, stimulated discussion and idea generation, tested hypotheses and concepts, and fostered user engagement and ownership. Through a user focus group, I enriched the development of a captivating landing page with on-scroll animations, promoting Dyson's V11 cordless vacuums.
And see the full picture.
During the development of the Dyson landing page, we conducted comprehensive competitive analysis to understand the strengths and weaknesses of competitors' designs. This process helped us identify emerging trends and patterns in the industry, gaining valuable insights into user preferences and expectations.
By benchmarking our design decisions against industry standards, we ensured alignment with best practices and identified opportunities for innovation and differentiation in the market. This thorough analysis informed our approach to the landing page, allowing us to create a compelling user experience tailored to meet the needs of our target audience while staying ahead of the competition.
Ensured compatibility across devices, browsers, operating systems, and performance, optimising user experience for seamless interaction across diverse environments.
Identified barriers, ensured compliance, enhanced usability, promoted inclusivity, and addressed concerns early for improved accessibility in design.
Prove the hypotheses.
In developing Dyson's V11 cordless vacuum landing page, I engaged in a comprehensive process of data collection and analysis. By studying user behaviour, I gained insights guiding design decisions and identified pain points within the user journey. This informed iterative improvements to enhance usability and satisfaction. Continuous refinement of the design ensured a responsive and intuitive interface. Strategic adjustments were made to optimise conversion rates, streamlining the path to purchase.
Embracing personalisation, content and features were tailored to individual user preferences, fostering a more engaging experience. By integrating these insights into the design process, the resulting landing page effectively showcases Dyson's product while prioritising a seamless and user-centric browsing experience.
Finally meet the pain points.
For the Dyson landing page, I analysed user behaviours and pain points to create a user experience map. This process improved the overall user experience and drove design decisions. By aligning stakeholders, I ensured a user-centric approach and successfully addressed user needs in the landing page design.
Then UX design ...
Clear your mind.
I aligned design with business objectives, focused design efforts, set measurable targets, guided design decisions, and iterated and improved. By establishing clear UX goals, I ensured the development of a captivating landing page with on-scroll animations.
Prioritise them.
I established a long-term vision, prioritised design initiatives, sequenced design activities, facilitated cross-functional collaboration, and adapted to changing needs. Through the UX roadmap, I ensured the development of a captivating landing page.
Design for the right ones.
Throughout this work process, I engaged in understanding user needs to guide design decisions effectively. By creating user personas, I crafted detailed profiles representing target users. These personas informed prioritisation of features and functionalities, ensuring alignment with user preferences. I conducted thorough research, testing, and validation to refine designs. Additionally, user personas fostered empathy, enabling collaboration across teams and stakeholders.
By embodying user characteristics, goals, and pain points, these personas provided a shared understanding and reference point throughout the project. This approach facilitated effective communication, decision-making, and problem-solving, resulting in a captivating landing page with on-scroll animations for selling Dyson's V11 cordless vacuums.
And view like birds.
I organised content, clarified navigation, facilitated user flow, improved searchability, and enhanced the overall user experience. By focusing on information architecture, I ensured a seamless and intuitive landing page with on-scroll animations.
Then think like trees.
I visualised the layout and structure, mapped user flow and interaction, iterated and refined design concepts, communicated design intentions, and identified usability issues early on. Through wireframing, I ensured a well-planned and user-centric landing page.
Finally lead the way.
I focused on clarifying user pathways and optimising conversion paths for the landing page with on-scroll animations promoting Dyson's V11 cordless vacuums. By analysing user flow and task flow, I identified pain points and bottlenecks, enabling me to address usability issues and improve the overall user experience. The insights gathered from this process also informed feature prioritisation, ensuring that key functionalities were aligned with user needs.
Through user flow and task flow analysis, I validated design solutions and made data-driven decisions to enhance the effectiveness of the landing page. By understanding how users navigate and interact with the page, I refined the design, streamlined processes, and maximised the potential for conversions. This approach resulted in a seamless and intuitive user experience, driving engagement and successful promotion of Dyson's V11 cordless vacuums.
... and UI sprint.
Snippets, components all in one place.
I focused on a robust UI component and design system. This approach promoted consistency across the project, streamlining design and development efforts. By establishing a well-defined system, I facilitated scalability and maintenance, enabling seamless updates and future expansions.
The design system also fostered effective cross-team collaboration, ensuring a cohesive and unified user experience. Additionally, great emphasis was placed on promoting accessibility and inclusivity, adhering to best practices and guidelines. By incorporating accessible design elements and considering diverse user needs, the UI component and design system enhanced the overall usability and engagement of the landing page.
I manipulated SVGs to achieve responsive design, interactive interfaces, customisation, performance optimisation, and accessibility enhancement.
I utilised iconography to visually communicate, enhance navigation, improve aesthetics, optimise space, and reinforce the brand identity of Dyson.
Words well structured.
In crafting Dyson's landing page, typography was carefully selected to improve readability, establish a clear hierarchy, and reinforce branding. Emotionally impactful fonts were chosen, ensuring accessibility and enhancing the overall user experience.
Colouring in.
The color palette was carefully chosen to enhance consistency, establish a clear visual hierarchy, and evoke the desired emotional impact. Accessibility considerations were prioritized to ensure inclusivity, while engaging colors increased user engagement.
Spaced but undivided.
Developing Dyson's landing page involved refining the grid and spacing scheme for improved consistency, organisation, and visual harmony. Flexibility ensured seamless adaptability across devices, while efficiency streamlined the design process for optimal user engagement and experience.
Visualise the dots.
It involved conceptualising ideas, defining structure, and visualising elements through wireframes and mockups. Iterative feedback ensured alignment with project goals, while comprehensive documentation facilitated smooth implementation.
And connect into lines.
For Dyson's landing page, prototyping enabled user testing, iterative design, and concept validation. It facilitated communication by providing an interactive demonstration of the interface, fostering stakeholder understanding and alignment with the design vision.
Then animate to form faces.
Crafting animations and transitions for Dyson's V11 cordless vacuum landing page involves meticulous attention to detail. These dynamic elements enhance user engagement by guiding visitors seamlessly through the content, improving user feedback and overall satisfaction. By carefully choreographing the animations, I ensure they contribute to a smooth user flow, guiding users' interactions and highlighting key features.
Additionally, these animations imbue the page with the personality of the Dyson brand, enhancing its appeal and reinforcing its visual identity. Through strategic use of motion design, I establish a clear visual hierarchy, ensuring that important information is prominently displayed and easily accessible. Overall, these animations elevate the user experience, making the Dyson landing page more engaging, informative, and visually compelling.
Test. Observe. Measure.
Trial and error.
Throughout our validation process, we meticulously analyzed design choices, pinpointed usability concerns, and upheld operational integrity. This approach ensured the functionality of Dyson's V11 cordless vacuums remained robust. By soliciting and incorporating user feedback, we bolstered user confidence, enhancing the overall experience. Our dedication to thorough testing validated design decisions and guaranteed a seamless interaction for users.
Optimise to leap high.
In the Dyson landing page project, Conversion Rate Optimisation (CRO) was instrumental in enhancing the user experience and driving increased conversions. Through data-driven insights, the user interface was optimised to maximise engagement and conversion rates. Utilising user behaviour analysis, A/B testing, and user feedback, iterative improvements were made to ensure an effective lead capture and conversion process.
The CRO process focused on data-driven design decisions, resulting in an optimised landing page that effectively promotes Dyson's V11 cordless vacuums. By employing a user-centric approach, the project achieved exceptional conversion rates and delivered a seamless user journey.
It involved measuring effectiveness to inform iterative improvements and optimise performance.
Lastly A/B testing was utilised to optimise the user experience. It validated design hypotheses, improved conversion rates, and refined user interface elements through iterative design improvements.
Scroll to view final outcome
A quick look.
Cordless. Effortless. Seamless.
As the UX/UI Lead for the Dyson landing page project, I oversee the creation of an engaging and interactive experience. Incorporating on-scroll animations, we captivate users while showcasing Dyson's V11 cordless vacuums.
By seamlessly integrating design elements and content, we strive to deliver a compelling overview that effectively communicates the product's features and benefits to potential customers.
Above-the-fold.
The Above-the-fold section captures users' attention with compelling content and visuals, ensuring an impactful first impression.
The design.
The Design section exemplifies the aesthetic and visual aspects of V11 Cordless Vacuums through thoughtful and innovative elements.
The development.
The Development section showcases the technical process and implementation behind creating V11 cordless vacuums.
The adaptiveness.
The Adaptiveness section demonstrates the versatile capabilities of V11 Cordless Vacuums in adapting to various cleaning requirements.
The GUI.
The GUI section showcases the user-friendly interface of V11 Cordless Vacuums, enhancing ease of operation and usability.
Additional features.
The Additional Features section highlights the supplementary functionalities that enhance the performance of V11 Cordless Vacuums.
Models line-up.
The Models Line-up section showcases the range of V11 Cordless Vacuum models available for customers to choose from.
Feel the product.
Every single detail on the page enriches the landing page with engaging content and relevant information beyond the main sections.