01/ Highlights
Refame the Service Platform ARcana3D, a XR Design Agency, struggled with targetting the right customers and build reputation. The challenge was to optimize the user journey and improve the service experience.
Ⅰ More Impressive
HOME PAGE
Instead of previous scrolling project iamges, the new home page started with LOGO and high-tech aesthetic banners, delivered both visual and info pleasinig landing.
Ⅱ Clearer Info Struc.
SERVICE PAGE
As an agency website, it lacked the clearly catogorized service. We collect, sort, and re-frame, delivered customer ready-to-pick service types along with keywords tags.
Ⅲ More Accessible
CONTACT PAGE
We will never want to lose converssion rate by the contact table that hard to lose. As a result, a embedded contact table and floating banner contact info are provided as the footer of avery pages.
02/ Background
Understanding the challenge
ARcana3D, a XR Design Agency, struggled with targetting the right customers and build reputation. The challenge was to optimize the user journey and improve the service experience.
Designing a seamless experience
We redesigned the platform for ARcana3D, from user research, A/B testing and re-frame the steucture, aiming to improve client clarity, trust, and engagement.
03/ Discovery & Define
To discover and define the problems, we conducted heuristic evaluation of the live website, collected open-ended user feedback from past clients and first-time visitors, and created an affinity wall to synthesize common issues
Key findings
Users didn’t understand what ARcana3D offered at first glance
Trust signals and past achievements were not visible or emphasized
Contact pathways were inconsistent and buried
04/ Ideation
Through HMW and brainstorm, we generated, prioritized, and mapped over 40 ideas across UX, content, branding, and interaction design. We facilitaed a slient voting sessions with 3 team members, based on 5 criteria: feasibility, user value, quick win, strategic fit, and uniqueness, grouped ideas by functional themes: service clarity, trust-building, CTA flow, branding, interactivity, identified high-impact, low-effort ideas to implement first.
Key Outcomes
Clear direction on what to prototype and test
Mapped winning ideas directly onto existing website sections for immediate integration
Created a structure for minimal, scalable redesign
05/ Design & Iteration
1. What should we do
Instead of starting from abstract user flows, we worked directly on the existing website—using a improved sitemap as an info architecture guideline, and layering our top-voted ideas onto actual UI screens. This allowed us to preserve context, iterate quickly, and focus on real user-facing value.
How we do it
Created a prioritization table based on idea votes (feasibility, impact, etc.)
Grouped ideas by section of the site (e.g., homepage, project page, CTA flow)
Overlaid sticky-note ideas and annotations on screenshots of the current site
Iterated designs section by section, reworking layout, copy, and interaction as needed
Adjusted small parts of the user flow (e.g., adding micro-conversions or shortcuts) as part of UI redesign
06/ Final Delivery
HOME
SERVICE
WORK
ABOUT
CONTACT
