Redesign a High Volume Content Site for Raid
Designed and restructured the Raid website and made it reflect to different needs of 30 markets among 6 brands
Background
Raid provides insecticide products and educational knowledge to protect people from bugs globally. The website serves as the center of Raid's digital ecosystem across 30 markets with 6 brands. However, due to the limited investments from past years, customers cannot find complete information of what they are looking for and the load speed is slow.
Based on the stakeholder's interviews and the original site analysis, our goal is to make the content easy to navigate and modernize the look and feel. Through it, customers can find answers to their bug problems and trust Raid's expertise to use the products.
Role
UX Design
UI Design
Prototyping
Style Guide
Through an end-to-end design process, focusing on moodboard, editorial, bug finding tool experience, and site pages design.
Company
Energy BBDO
Design Team
Crista Conaty
(Experience Director)
Cori Johnson (UX)
Pain Points & Challenges
People had issues finding their bug solutions because the original navigation dropdown directly listed all product names. The whole navigation became overwhelming. After competitive research, brainstorming, and internal discussion, we decided to have “bugs” on the navigation, and a person can learn more about the bug and find the product solutions.
Also, we needed to consider localization for the site to work in 30 markets, in 15 languages, and with 6 brands. Last, we needed to increase the site speed performance by optimizing image sizes.
The navigation idea focused on "bugs" people face to help them know about the bug and find their needed products. From there, they can also find related articles for suggestions and knowledge.
The final moodboard works universally with any insecticide brand by using large amounts of white colors. Working with Experience Director, Crista Conaty, we made the content hero in a clean style. The use of pulsating rings is inspired by targeting bugs. The hexagon shapes and slanted lines bring to life the expertise behind these brands.
Moodboard Option: This board uses the original website assets as a foundation, using bold blocks of colors, slanted lines, and the hexagon shape to represent the expertise and confidence behind these brands. When with different brands, the main colors swap to match different brand's tones. For example, the main colors change to green and yellow for Pyrel.
Bug Finding Tool
Bug finding tool helps people identify the bug they see. During the ideation phase, we explored an option that people can take a picture or upload their bug photo to identify the bug. However, one big issue would lead to a failure result. The issue was the bug photo's resolution and clearness considering a bug normally moves, flies, the size might be very small, or during the evening time with a low-light environment.
The most essential insight was to provide a way to show all the bug pictures at first while giving helpful filtering options to narrow down the selections.
Instead of going through all the questions to show the bug results, a person can identify the bug by scrolling through the pictures themselves and selecting the facts to narrow down the bug results.
The Flow
A person clicks on "Bug" on the navigation and lands on Bugs Landing Page. He/she isn't sure which bug is and clicks the bug finding tool from there. With the tool, he/she can narrow down the bug options by selecting the filtering questions (ex: Is it longer than 0.5"?, or Is it sting or bite?). After finding the bugs, he/she can learn more details on Bug Details Page including the recommended product solutions, detailed information, and related articles.
Editorial Experience
There were two parts to create the editorial experience: site page templates (landing & details page) and content creation. We needed to adopt/adapt 38 articles and create 10 new articles.
In order to make the process smoother across the internal team, clients, and the development partner, we created a modular content system to support all types of content on the site and used collaborative well-structured copy decks that included developer tags (like H tags, links, section module). This helped us efficiently build large amounts of articles without mocking up all the pages.
Article Details Page: During the development phase, different content types like bullets, checklists, quote, etc. can efficiently turn from annotated copy docs to design pages with the modular content system design.
Content Modules & Annotated Copy Doc
Style guide and template annotation
Results & Learnings
The site initially launched in Argentina and the US markets. Although other market launches will be implemented based on the local teams’ priority, it’s still important to consider all the goals and variations when designing the site.
There was a development pause due to a switch of the development company. With the transferring process, we needed to communicate clearly about the site structure, detailed designs, and what was already developed. During the UAT (User Acceptance Testing) phase, it was crucial to point out staging links to show the detailed issues and use image annotations to help communicate and provide a solution, especially since the development team was working remotely with us.