Airi Nakayama
Project Summary
My Contribution
Client:
Suntory Oceania
My Role:
Lead Digital Designer
Year:
2024
Service Provided:
UX/UI Design
User Experience Design
User Research & User Flows
Wireframing
Prototyping
Content creation and SEO
Phase 1
Understanding the Users and Marketing Landing page
Initial Personas and their user flows for the marketing landing page
Landing page launched to inform the primary audience about the launch of Suntory Oceania
Phase 2
Full website and branding
In Phase 2, following the launch of the landing page and Suntory Oceania’s brand announcement, we moved into designing the full website in line with the new branding. This phase involved expanding user personas and tackling the key challenge of organising a large volume of content into intuitive categories and pages that aligned with user needs. To achieve this, we explored and tested multiple user flows and sitemap structures to determine the most effective solution.
Sitemap & Userflow
We explored multiple versions of the sitemap, carefully dividing content into categories and subcategories with a strong focus on user intent and landing behavior. Prioritising key areas like company information, sustainability, products, and brands was essential to ensure clarity and relevance. To support this structure, we used both user flows and screen flows depending on the context—such as using detailed screen flows for brand pages to map out how users search for specific products and access relevant information effectively.
Sitemap
Wireframes & Prototyping
Once the sitemap and screen flows were approved, we developed wireframes for all pages, collaborating closely with the copywriter to shape layouts around the content. These wireframes were then assembled into an interactive prototype, which we used for user testing to ensure users could easily navigate and find the information they were looking for.
Screenflow
UI Design
Building on the wireframes and new branding, the UI design was developed to align closely with existing print materials, ensuring a cohesive brand presence across both digital and physical touchpoints. Particular attention was given to elements like fonts, colours, patterns, animation, and image rendering to maintain brand consistency while enhancing digital usability. Additionally, a dedicated UI library was created to support the specific needs of digital platforms, enabling scalable and consistent design across the website.
SEO and Testing
We also led the SEO and CMS content planning, ensuring the design supported easy content entry and updates by the client. Understanding the CMS structure helped shape a flexible, easily maintainable design. SEO best practices and WCAG-compliant design were prioritised to enhance accessibility and visibility. Final user testing with both clients and customers validated that the UI delivered a seamless and intuitive experience across the site.
