Nazari Company Introduction
With over three decades of innovation and progress, Nazari takes pride in delivering high-quality products that bring people together, embodying their philosophy of “a sweet friendship.” Featuring 80+ varieties of cakes, layer cakes, wafers, biscuits, and cookies, they combine their expertise with the capacity of the country and global insights to create products that inspire joy.
Project goal
The goal of this project was implemented on the landing page within the following core missions:
Online purchase of Nazari products
Inviting friends to participate in the campaign
Using the Instagram discount code
Viewing the video created for the landing page
My Design Goal
My primary objective in designing this landing page was to effectively implement gamification, informed by the user persona of the target audience. The design focused on creating an engaging visual environment and delivering comprehensive instructions to ensure seamless user entry into the game.
The resulting ease and simplicity of the user experience (UX), coupled with a precise understanding of the target audience and an attractive user interface (UI) consistent with Nazari's brand identity, led to 370 orders being registered on the landing page, as reported by the Nazari team. This represents a significant increase over the results of the previously executed campaign.
My Role: Solo Product Designer, Interactive Campaign Experience
As the Solo Product Designer for this project, I was responsible for the entire user experience (UX) and user interface (UI) of the interactive products that drove the successful Nazari campaign. My focus was on creating a highly engaging, gamified experience like the "Backpack Game" that directly translated marketing goals into measurable user actions and conversions. I owned the design process from initial concept and research through to visual execution and post-launch optimization.
UX Strategy and Research
I analyzed the last campaign performance data to identify user pain points and defined the UX strategy to ensure the design directly achieved key marketing goals, such as maximizing engagement and mission completion.
Interaction and Prototyping
I created the landing page design and prototypes to seamlessly match the game's environment and the brand's visual identity, driving higher and more effective user interaction.
Visual Design and Development Handoff
I developed a streamlined UI Design System for the interactive components to maintain brand consistency and delivered production-ready assets and detailed specifications to the engineering team.
User Analysis: Identifying Pain Points from Previous Campaign
In my user research, I specifically focused on pain points from Nazari’s previous, similar campaign, as its structure mirrored the current one.
Methodology
Data Collection
I collected the data from the previous campaign to gain a more comprehensive view of the project's scope.
Usability Testing
I gathered and reviewed user feedback from the previous campaign so they could interact more easily than before. Each user was asked to complete specific tasks within the application while we observed their behavior and interactions.
The usability tests focused on:
Task completion time, Navigation difficulties, User confusion or hesitation, Areas of frustration or confusion during specific tasks.
Positive Feedback
Frequent use
"I might not have played any games on some days, but I checked my ranking every day."
Trust in the brand
User Pain Points Identified
Frustration due to High Effort and Purchase Requirement:
In the previous campaign, the high number of missions and the requirement to purchase to increase winning chances often led to user frustration and discouragement. This significantly raised the likelihood of users abandoning the game or choosing not to start playing at all.
Confusion and Lack of Clarity
The high volume of support calls indicated that users were frequently confused and got lost at various points within the game and their user profile area.
Difficulty using the profile
The user was confused when trying to find their missions, complete them, and view their profile information and score.
Unclear success and Error Message
The "Successfully completed" messages were not displayed to the user, and the text of some error messages was unclear or vague.
Setting Navigation
Finding the settings and making changes to them was one of the biggest flaws that were improved in this project.
Data Analysis From Google Analytics
Demographic Analysis Summary
The demographic analysis provides a clear breakdown of the user base across four key dimensions: age, gender, country, and city. The Age Distribution shows a significant concentration in the younger segment, with the 18-24 group comprising nearly half (49.6%) of the users, followed by the 25-34 group at 32.1%. The older age brackets show smaller representation. In terms of Gender, the user base is slightly male-dominated, with males accounting for 54.7% and females for 45.3%.
The geographical data indicates a strong local presence, as Iran is overwhelmingly the primary Country of Residence at 69.1%. The next largest countries, the United States (9.3%) and Germany (8.7%), trail far behind. Focusing on the Iranian users, the City of Residence chart reveals that the majority are located in a few key urban centers. Tehran leads significantly with 43.2%, followed by Rasht (13.8%), Tabriz (11.8%), and Isfahan (7.1%), collectively highlighting a concentrated domestic user group primarily composed of young adults from major Iranian cities.
Heuristic Evaluation
Navigation
The icons next to the menu options (like the backward-pointing arrows) do not match their actual function (navigating to a new screen), confusing the user about how to move forward.
Flexibility
The overall page design is not flexible enough to handle varying volumes of score or transaction information; clutter and visual density will increase with more content.
Accessibility
The color contrast between the text and background in some sections (like small-font details) may not be sufficient for users with low vision, and font sizes are generally inconsistent.
Promotion
The "Spin the Wheel" box, despite being promotional content, is distracting due to its large size and dense text, and it lacks a clear Call-to-Action (CTA) button.
Consistency
The iconography style is not uniform across the page (e.g., the pencil icon versus the star/list icons), and the element Alignment is poor throughout the screen.
Findability
Important actions like "Logout" and "Edit Profile" are placed in unexpected locations or use non-standard icons, making them difficult for the user to locate quickly.
Insights to Guide Redesign
Based on the comprehensive analysis of user feedback and heuristic evaluations, the following key insights were identified:
User Behavior
In competitive gaming, most users seek an easy way to gain sufficient insight into their in-game status and ranking. Therefore, prioritizing the correct layout and simpler, more personalized access can improve the overall experience.
Navigation Convenience
Our users place special importance on convenient navigation, particularly within their profile. They consider the profile their own and want to interact with it easily. Therefore, an efficient and intuitive navigation system is essential.
User-Friendly Experience
Nazari is a popular and recognized brand among various segments of society. Creating easy-to-use functionality and simple page navigation will enhance this familiarity/closeness.
Frequently Used Section
The landing page's store section was frequently used by users, so there shouldn't have been any issues in this process for the user.Target Audience Gaps
Given that our target audience fell into two broad age brackets, we had to ensure adequate consideration was given to both visual clarity and modern UI/gamification trends for each group. This was essential to satisfy the majority of our key audience.Accessibility of Settings
Users face difficulties in accessing settings and viewing their status, which limits their ability to tailor the application to their needs. Improving the accessibility of settings and giving users control over their profiles was a major part of this project.
Wireframe: Low Fidelity
For the low-fidelity prototype of the Nazari Landing Page design project, our design process involved the following:
Information Architecture
This ensured that users could easily access their profile information as well as the points and ranking section while maintaining a simple and intuitive structure.
Simple Visuals
In this phase, minimal design elements were used to represent the basic layout of the landing page, similar to the previous campaign. These visual placeholders focused solely on functionality rather than aesthetic form.
Interactive Elements
The low-fidelity wireframe introduced basic interactivity, simulating user flows. This allowed for initial usability testing and user feedback.
Feedback and Validation
Due to a limited timeline, the feedback and validation process was conducted with a small number of people, and we relied mostly on feedback from the previous campaign.
