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Racker - Ranch

Homepage

MY ROLE

Lead and solo designer - My main aim was to redesign the website in order to come up with a modern and appealing visual style that will shine a light on the brand personality and to create a system that could logically represent a wide breadth of content for the services they offered.

 

TOOLS

Adobe XD
Adobe PhotoShop
Adobe Illustrator
Google Surveys
Hotjar

METHOD

Assumpation & Research, User Personas, Competitor Analysis, SWOT Analysis, Information Architecture, Medium-fidelity Wireframes and UI Design.

Overview

Racker-Ranch is a day-care center in Elsdorf - Niederembt, Germany, that offers several educational and support areas for toddlers. Their website didn’t reflect this dynamic. Aesthetically there was some inconsistencies. Every redesign can have vastly different degrees of complexity. In the case of the Racker-Ranch redesign, I had a complete overhaul in order to bring the existing content into the redesign by looking into patterns of engagement and to improve the user experience while avoiding changes that are so radical that they confuse and frustrate the existing users.

Homepage

Problem

The website looks outdated.

There was no proper CTA (Call To Action) on the website.

The core values of the company were not clearly visible on the website.

There was no engagement up when the user sees it for the first time.

ASSUMPATION & RESEARCH

Culture: How would our community describe us?
Target Groups: How would we describe our target audience?
Voice: How do we want to sound to others?
Feeling: How do others feel after being in contact with us?
Impact: What tangible impact do we have on others?
X-Factor: How are we different from others?

Assumpation and Research

User Personas

Based on my research, I recognized that were 3 key user types that I tried to solve problems for. I decided to focus on Persona 1 and Persona 2 since their main needs was to return or go to work and having the same pains in order to help guide design decision priorities and increase empathy throughout the redesign process.

Persona 1: Miriam Peterson

About page
  • Occupation: Financial Adviser
  • Gender: Female
  • Age: 30
  • Status: Married
  • Children: Boy, 6 months old
  • Motivation: Returning to work

    Golas

  • - Healthy food
  • - Educational support appropriate for their age (mental, social, or psychological)
  • - Flexible about drop-off and pick-up times
  • - No TV

    Frustrations:

  • - Not being able to make an online appointment
  • - Not knowing what are the main focus of childcare
  • - No being able to find quality child daycare

Persona 2: Ann-Sophie Zimmerman

About page
  • Occupation:Marketing Consultant
  • Location: Sindorf, Germany
  • Gender: Female
  • Age: 36
  • Status: In a relationship
  • Children: Boy, 1 year old
  • Motivation: Returning to work

    Golas:

  • - Educational support appropriate for their age (mental, social, or psychological)
  • - Flexible about drop-off and pick-up times
  • - Provide a healthy and balanced meals

    Frustrations:

  • - Not being able to make an online appointment
  • - Not knowing what are the main focus of childcare
  • - Not being able to find quality child daycare

Persona 3: Liane Müller

About page
  • Location: Bergheim Germany
  • Gender: Female
  • Age: 29
  • Status: Divorced
  • Children: Girl, 22 months old
  • Motivation: Searching

    Golas:

  • - Educational support appropriate for their age (mental, social, or psychological)
  • - Healthy food
  • - Montessori method
  • - Outdoors facility

    Frustrations:

  • - Not being able to make an online appointment
  • - Non-qualified caregivers
  • - Lack of open communication

Competitor Analysis

In order to gain inspiration and identify best practices for my redesign, I conducted a competitor analysis. I began by looking at the websites directly related to Racker - Ranch’s business model and I audited information structure, layout, usability, and navigation.

Competitor 1
Competitor 1
Competitor 1

Key findings:

    Alina’s Kindertagespflege

  • - Alina’s tone of voice is friendly and direct throughout the website, which provides the user with a strong sense of trust.
  • - Content is well structured allowing easier reading.

    Brittas Kindertagespflege

  • - Endless scrolling.
  • - The content appears crowded together.
  • - Unclear navigation.

    Kindertagespflege Rasselbande

  • - Large images that take a long time to load.
  • - Bad error handling.
  • - Illegible fonts.
  • - The website is not responsive.

SWOT ANALYSIs

I used a SWOT analysis as a framework to provide a comparison in real terms with their competitors and an understanding of areas were Racker-Ranch both excelled and fell short delivering functionality that users want.

SWOT

INFORMATION ARHITECTURE

I prioritised ideas in terms of awareness (“What can I do to be seen?”) and efficiency (“How can I make the process more efficient?”), so I could quickly come with IA establishing the visual hierarchy, focusing not just on the website, but also on the organization itself.

SWOT

Mid-fidelity Wireframes

SWOT

UI design

Typography

project typography

Color palette

I decided to go a playful direction as well as a professional direction. This represents the main idea of the logo design (already existing) and is staying true to the roots of the pattern colors in order to give unity and growth.

color-palette
UI design