DAQRI website redesign
With the upcoming 4D expo – the leading annual conference for augmented reality products – DAQRI were looking to evolve their website to showcase the best of their product range, serve the needs of all site visitors and express DAQRI’s future thinking and positioning within the AR market place.
The task was to deliver a highly engaging and informative site that differentiates DAQRI’s cutting edge products and service from the competition.
My role was to define the design principles for the website redesign and bring that to life in wireframes and early architectural thinking.
To start, I looked into the 3 core user types of the website and defined their individual needs.
WHAT MATTERED AND WHY
Because each audience’s needs differed so greatly, I defined a set of parallel needs that served both the brand and consumer equally.
Humans process visuals 60,000 times faster than text
In an age where we are mass consumers, efficient use of time and attention is needed
Emotional engagement differentiates a brand from its competitors
A sense of DAQRI
The brand is integral to the identity of its products, understanding what the company stands for and its future determines how well we captivate the audience
As an early indication of what this could mean, I provided both live examples from competitors and across the web, then produced a number of initial wireframes to demonstrate how this could come to life.
1. Product first
ALWAYS THERE, CONSIDERED DESIGN
Users come to understand what a brand represents through it’s products. They speak of purpose, dimension and authenticity.
An uncluttered design layout allows the product to dominate the page and the experience.
Users observe, engage and learn through clean imagery, informative videos and interactive content.
2. Inform, emotionally
OBSESS THE CRAFT, ACCENTUATE THE DETAIL
Storytelling is the essence of all great communication.
We structure our pages to engage, delight and inform. Information is digestible, scannable and easy to consume.
Users move from understanding to excitement as they flow through the sections of the page.
3. Make it human
CONTEXTUAL, INTUITIVE, HUMAN CENTRED
The quickest way to learn is to experience something first hand.
Simple, intuitive interactions and considered language give clarity to complex components. We optimise perceived user experience, make it feel faster and more comprehensive.
Like the DAQRI products, we connect the physical with a digital experience.
4. Cutting edge
AUTHENTIC TO DAQRI
A unique experience is one that differentiates. Driving attention both visually and emotionally.
We take a material approach, defining the spacial relationships between the screen and its elements, then deliver a model that excites and delights without compromise.
From touch screen to wide screen, our users interact in the most natural ways.
WIREFRAMES AND INFORMATION ARCHITECTURE
From the design principles I was then able to audit the existing site and provide recommendations for the design team to address going forward.