VIVE Focus Vision
Clarifying product knowledge, structuring the webpage information based on user research, and creating global VR product pages aligned with marketing strategies.
Time
2024
​
My Role
UX Strategist
UX Researcher
UX Designer
Responsibility
UX Research
Proposal
Information Architecture
Wireframe
Project Brief​
Background
In response to the annual launch of the flagship VR model, the team was tasked with creating a new product page.
​
Collaboration
In this project, I worked closely with the product manager, UI designer, visual designer, copywriter, SEO expert, and front-end engineer.
​
I also participated in multiple cross-department meetings to clarify product technology and present web proposals.​
Challenge
The widespread adoption of VR wearable devices is still a work in progress.
As the primary planner for this task, I needed to thoroughly clarify extensive product technical details and understand the user profile.
By leveraging these firsthand insights, I distilled key information and findings while aligning with business strategy to create an engaging and user-friendly product page.
Impact
Compared to previous product pages, the VIVE Focus Vision product page has achieved strong results in both user engagement and retention.
Notably, the Engagement Rate has increased by 52.8%.
Explore - UX Research
Before defining the objective, the team was in the "Exploration Phase" of the project. We needed to determine how the new product page should communicate the product's value and identify the target audience for this message.
In addition to gaining a deeper understanding of the product's existing technical details, the team also aimed to analyze the behavioral patterns of the target audience when interacting with our tech product pages in the past.
To achieve this, we conducted both quantitative and qualitative customer research simultaneously.
Data Analysis
I collaborated with a data analyst to review the data from the 2023 launch of the VIVE XR Elite flagship product. Our main goal was to analyze customer behavior and interaction patterns with the product page during the first two weeks after its launch.
We defined two key metrics as benchmarks: User Engagement and User Retention.
For user engagement, we examined the data which is revealed:
​
-
Engaged Sessions per Active User - 0.46
-
Events per Session - 4.4
For user retention, we analyzed the following data which is showed:
​
-
Average Engagement Time per Session - 54s
-
Engagement Rate - 39.2%
-
Bounce Rate - 60.8%
The data indicates that potential customers are not spending much time interacting with the webpage content or are leaving shortly after a brief visit.
Hypothesis
Lack of Clear Value Proposition
If the product's unique advantages and positioning are not clearly conveyed, customers might fail to understand its value. This can lead them to believe the page isn't worth their time, resulting in a lack of engagement.​
No Clear Hierarchy - Generic Content
The product page is overly generic and lacks a logical content structure, customers may feel overwhelmed by the excessive amount of information, losing patience and leaving the page prematurely.
Too Much Technical Jargon
If the product page is filled with highly technical language, non-expert customers may feel confused or alienated, causing them to exit quickly rather than engage with the content.
Persona
The team aims to understand which target audience would be attracted to VR products, as they are a group of people sharing common needs or pain points. This understanding will enable us to design a product page that better meets customer needs.
Upon reviewing data from the first half of 2024, the team discovered that our product caters to a diverse range of target audience groups:
-
Gamers
-
Tech Enthusiasts
-
Content Creators
​
Based on the hypothesis after data analysis, we develop personas to further explored the intentions and scenarios in which each group might use the product.
Insight
Define - UX Strategy
"Before diving into design, it’s essential to formulate a strategic plan for the new design."
This became the guiding principle for the team in creating the product page, aiming to strike a balance between fulfilling customer needs and achieving business goals.
How can we transform research insights into a UX strategy and implement it into design?
This has become the execution goal of our "Definition Phase".
Objective
In UX strategy, establishing "Objectives" is crucial. It serves as the core guidance throughout the design process, determining the team's shared direction, resource allocation, and the benchmark for evaluating design outcomes.
The team applied the SMART principle as the framework for crafting objectives.
With reference to the data analysis results, we have defined the following objectives:
​
-
Complete the new tech product page within two months.
-
Increase customer interaction and retention on the tech product page.
Strategy
Based on the research insights derived from the personas, the team proceeded to define the strategy.
1. Core Value Proposition
Define the product's core value, ensuring the webpage narrative revolves around this proposition, in order to highlight the product differentiation to enhance its competitive edge.
​​
2. Content Hierarchy
Create a structured and layered content flow, making the narrative clear and easy to follow.
​
3. Break the Traditional Mental Model
Use an approachable tone to explain how the VR device meets the needs and expectations of potential customers.
​
4. Visualized Content
Showcase use cases and scenarios through visual elements, such as high-quality, immersive gameplay images, to highlight product features and details.
​
5. Compatibility and Ecosystem Support
Provide compatibility information for existing devices and list the configuration requirements for higher-end VR devices.
Design - UX Design
Core Value Proposition
Focus Forward - Bring brilliant experience.
VIVE is committed to delivering an exceptional experience to our customers, guiding our vision forward.
Information Architecture
I leveraged the key stages customers go through, from browsing tech product pages to making decisions, as the foundation for structuring the content hierarchy.
Each stage narrates from a unique perspective how VIVE Focus Vision enhances the customer experience, aligning with the core value proposition.
Message
When crafting the narrative for the entire webpage, it is essential not only to thoroughly clarify the product's technical details but also to align with the strategy developed by the team based on research insights, distilling a large amount of information into concise, key messages.
Grounded in the webpage's information architecture, I detailed the intended message for each section as notes for the Copywriter's reference. Additionally, we always kept one of the team's key strategies in mind: telling the story to potential customers in an approachable tone.
Wireframe
Finally, I began creating the wireframe, aligning it with the webpage's narrative content while determining the sections that require visualization and deciding on the layout design.
Final Outcome
Validate - Performance
Similarly, two weeks after the product page went live, I collaborated with the data analyst to observe the same metrics: User Engagement and User Retention.
For user engagement, the data is revealed:
​
-
Engaged Sessions per Active User - 1.30, an increase of 0.84.
-
Events per Session - 8.4, an increase of 4.
For user retention, the data is showed:
​
-
Average Engagement Time per Session - 67s, up by 13s.
-
Engagement Rate - 92%, a rise of 52.8%.
-
Bounce Rate - 8ï¼…, a decline of 52.8ï¼….
The data shows positive results in both user engagement and retention of webpage.
This validates the team’s proposed execution strategies derived from hypotheses and research insights.
Even more gratifying is that the team successfully achieved the collectively defined Objective: Increase customer interaction and retention on the tech product page.
Take Away
Compared to VIVE.com previous VR flagship product pages, the 2024 VIVE Focus Vision product page is a new attempt designed from a customer experience perspective.
The initial Product Brief contained an extensive amount of technical details.
In today’s still-emerging VR market, I discovered that a major pain point for some potential customers is their unfamiliarity with the product’s technology.
This presented a great opportunity for me, as the lead planner, to craft a page that effectively resonates with potential customers by making the content more approachable.
The challenge was to structure the information in a way that clearly highlights the product’s unique advantages while addressing user needs in a layered and engaging manner.
The project spanned two months, making effective resource utilization crucial within the limited timeframe. In addition to close collaboration with professionals from different fields, I also leveraged AI tools to assist with user research.
​
As a result, a page framework centered around "experience" as the core narrative gradually took shape, guided by the strategy defined through research insights.
​
Finally, I’m truly grateful for the team's mutual trust in each other's expertise.
Hearing the copywriter say, "This is the best product page I've ever written!" and seeing the results after launch made me realize just how valuable every step of the process was.