Quikcell Website Redesign
Overview
Tools
Problem
Users visiting the Quikcell website were unable to easily understand the full range of product offerings or find post-purchase support, because all products were presented on a single undifferentiated page and the site lacked structured support content. This resulted in user confusion and a diminished brand experience for both end consumers and B2B partners.
Research
To guide the redesign, we conducted foundational research focused on user behavior, needs, and pain points:
Content Audit & Heuristic Review: The team evaluated the original site for usability issues and found that the all-in-one product page created cognitive overload and hindered product discovery. Navigation lacked hierarchy and didn't support wayfinding.
Behavioral Insights: We observed high bounce rates and low engagement beyond the homepage. Users showed intent to explore but lacked clear category pathways, leading to frustration and early exits.
Stakeholder Interviews: I gathered input from sales and leadership teams. They reported repeated confusion among B2B clients, especially around where to find product documentation, setup guidance, and brand messaging.
Persona Alignment: Based on qualitative feedback, we identified two overlapping user groups, retail partners and end consumers, who shared many needs but diverged in support expectations. This informed the need for unified access with audience-specific content built into the support hub.
Process
Content Audit & Reorganization: Grouped products into logical categories such as cases, chargers, screen protection, and audio.
Architectural Redesign: Built a new site map with dedicated product/category pages, a core “Inside Quikcell” storytelling section, and a central support hub .
Support Hub Development: Created a support site featuring FAQs, troubleshooting articles, warranty info, and multimedia how-to content.
Quick Start Pages: Designed pages (linked via packaging QR codes) to provide specific setup guides and product education.
Visual Refresh: Applied the updated brand by incorporating refreshed colors, iconography, and typography.
Solution
The redesigned Quikcell site focused on clarity, structure, and post-purchase support. We shifted from a dense, single-page experience to a streamlined and scalable system.
Content Structure: Product offerings were separated into dedicated category pages (e.g., Cases, Power, Audio) to reduce cognitive load and guide users through intentional browsing paths.
Brand Storytelling: An “Inside Quikcell” section was introduced to communicate the company’s mission, culture, and product philosophy to build emotional connection and credibility.
Unified Support Access: A centralized Support Hub was created with audience-aware content, including warranty info, FAQs, and product documentation that addressed the needs of both consumers and retail partners.
Quick Start Experience: Customers can now access mobile-friendly setup instructions and how-to content via QR codes on product packaging, improving onboarding and reducing frustration.
Visual System Update: The interface was redesigned with the refreshed brand identity, creating a more modern and consistent experience.
Impact
Post-launch, the redesigned site delivered measurable improvements to both user experience and brand perception:
Improved information clarity: Users could navigate directly to the products or content they needed, reducing friction and confusion.
Reduced support strain: The dedicated Support Hub and Quick Start pages provided self-serve guidance, minimizing inbound questions.
Increased engagement: Clearer navigation and stronger storytelling encouraged deeper exploration of the site.
