The Problem
While being a quite large scaled business that are capable of handling free shipping all over USA, Pennyjuice is widely known as having an underperforming website, both objectively and subjectively.
Many sources included Pennyjuice in their worst website lists, Webpagesthatsuck said, “Since many of those in their target audience are too young to read, I don't understand the need for rainbow colors, centered text and lots of ALL CAP TEXT mixed in with regular text. I doubt the real target audience appreciates the design and layout.”. While Instantshift had this to say about Pennyjuice “What could be better than comic sans fonts, multi-colored rainbows tabs, and a worn penny that has nothing to do with the rest of the website. Still not sure what Penny Juice is exactly.”
It is obvious that people have issues with how the website looks. It’s gotten so critical that it affects the website’s brand and become infamous as one of the worst websites out there. Needless to say, these things are an obstacle for Pennyjuice’s conversion target to make people purchase their products.
Interviewing Audiences
To understand how the audience perceive and desire a product, I asked 5 people who loves fruit beverages. Additionally, I also showed them Pennyjuice’s existing website and write down what they think about it. Below are the insights they shared.
Users feel confused when navigating the website
Users find it difficult to choose products
Users have difficulty calculating the amount of their product bill
Users do not understand what products that Penny Juice sells
Users are unsure how to prepare Penny Juice products
Users cannot imagine Penny Juice products correctly
Users imagine the value obtained in the process of selecting fruit
Users feel connected to a brand when they can relate to the value offered
Users do not receive enough information about Penny Juice as a company
User decisions are influenced by online media
Users feel that the color palette, images, and copywriting presented are unattractive
Users feel that the level of freshness is an additional point when choosing fruit
Relatability
Users are attracted to products that they can relate with their desire such as to stand out or bringing back nostalgic feelings. This insight can be utilized to increase brand trust
Vibes & Information
As expected, users were disappointed with the visual aspects of the website. Users are also looking for more informations about the product that can bring them values.
Brand Misunderstandings
Pennyjuice sells juice concentrate. Yet, most of the users made the critical mistake of thinking it sells ready-to-drink juice. Moreover, none of the user correctly guessed the shape of the product that will be shipped!
Confusing Navigation
Although the website only has 3 main pages, users are somehow lost. They also failed to utilize core features such as adding products or counting the total amount of their purchase.
HMW increase the brand trust so that users are more likely to purchase the product?
HMW facilitate the user to make an informed decision of their transaction?
HMW build the correct mental model of the brand?
HMW create an effective ordering process user experience?
Supplements the product details section with pictures, product lists, prices, delivery details, and product descriptions
Highlighting products with images and copywriting
Adding a feature that highlights fruits that are in season
Creating a Penny Juice brand strategy based on user expectations
Adding price feature according to the order
Highlighting that products need to be further processed before they are ready to be consumed
Visually displaying the ingredients of each product
Rearranging all visual elements
Adding shipping detail section
Showing the details of every product including its packaging and quantity
Describing the taste profiles (fresh, sweet, tropical, etc.) of each product
Tidying up the social media section
Reorganizing the ordering process flow
Adding a section about Penny Juice company
Presenting nutritional details of individual e.g. calories, proteins, sugar, etc
Adding testimony section
Brand Positioning
Brand Positioning is a strategy to position a brand in the minds of the audience in order to differentiate it from competitors.
Brand Message
Set of core messages that define how a brand will deliver its value proposition and communicate its personality, tone of voice, and language.
Concept Keywords
Satin Linen
#926AFF
Pumpkin Orange
#FF7300
Bright Gold
#FFCD00
Web Store
Usability Testing
Find out what product that Penny Juice is selling
80%
Success Rate
P 1
P 2
P 3
P 4
P 5
Find out information about Penny Juice as a company
100%
Success Rate
P 1
P 2
P 3
P 4
P 5
Find out the advantages of Penny Juice products
100%
Success Rate
P 1
P 2
P 3
P 4
P 5
Find out how to prepare Penny Juice until it is ready to drink
80%
Success Rate
P 1
P 2
P 3
P 4
P 5
Add 1 case of strawberry banana and 1 case of pineapple orange to the cart
50%
Success Rate
P 1
P 2
P 3
P 4
P 5
Find out the total price of the previous task order
100%
Success Rate
P 1
P 2
P 3
P 4
P 5
Find out the physical product that will be delivered
30%
Success Rate
P 1
P 2
P 3
P 4
P 5
Total
84.3%
Success Rate
T 1
T 2
T 3
T 4
T 5
T 6
T 7
The redesigned website shows a promising result by solving the product value confusion, purchasing flow problem, and total bill confusion. Although not as prominent, some users are still experiencing issue with having the correct mental model of the product and finding the preparation instruction. Finally, users are still having major problem with imagining the final shipped product with most thinking that it comes as shown (1 bottle for each order).
In conclusion, although there are improvements in some areas, another iteration is recommended on the weaker sides of the design, with focus to solve the amount item shipped problem.
Looking Back.
Pennyjuice is infamous for being one of the worst website and often ridiculed for being visually unattractive. Additionally, upon further research, Pennyjuice’s website also has navigation issues.
The redesigned website has been guided by users pain points and expectations by applying proper site flow and fleshed out the brand strategy.
This project has been very fun for me to work on. Basically I created the website from scratch which was fun although quite a lot of work. This challenge made me learn a little bit about branding strategy which I believe would help deepen my knowledge in creating a coherent design. To further create professional-grade branding strategy, I need to learn from a professional visual identity designer or graphic designer.
