UX Research Internship at Advantech

Utilized data-driven research to optimize the user experience on a B2B website

  • Duration: Aug. 2021 - June 2022
  • My Role: UX Research Intern
  • Team: UX Team of Advantech Headquarter
  • Company: Advantech Co., Ltd. is a global leader in industrial IoT, has been ranked fifth among Taiwan’s global brands. With a brand value of US$ 776 million, the company has been firmly ranked in the top five of Taiwan’s global brands for five consecutive years.

Internship Overview

  • Grew Advantech Official Webpage engagement rate by 37%, and click-through rate by 413%
  • Partnered cross-functionally to define metrics and implement tracking measures for user interactions and KPIs
  • Conducted 12 A/B tests to evaluate the impact of design changes on user behavior and satisfaction
Mind Learnings
Data-Driven Design
I have learned to use Google Analytics and VWO to research user behaviors and propose design solutions. This skill allows me to integrate design thinking with business values effectively.
Cross-functional Collaboration
By collaborating with front-end developers and UI designers, I have learned to effectively communicate in various languages when presenting design solutions. This skill enables me to emphasize the value of UX design in a business context.
Project 01

Redesign toolbar to increase article’s click through rate

Test Purpose
To increase the click through rate of articles.
Design Hypothesis
The heat map suggests low toolbar clicks, which may be due to users' difficulty in finding articles. To improve this, I proposed changing styles and adding a search bar.
Test Duration
3 weeks (Feb. 16, 2022 ~ Mar. 9, 2022)
Evaluation Result
Conclusion
The visible filter and search function can rising users’ willingness to read articles. More specifically, returners are assisted more with the advanced toolbar to engage in this page.
✓ The proposal has been updated to Advantech official resource with thousands of users per month.
Project 02

Change layout of resources to increase engagement rate

Test Purpose
“Resource” works as a medium to introduce new business solutions should higher its engagement rate.
Design Hypothesis
Users are less engaged because the low readability. I proposed that adding an outline function and scale up the font size to help users more engage in the single article.
Test Duration
1.5 months (Dec. 3, 2021 ~ Jan. 17, 2022)
Evaluation Result
Conclusion
New outline can increase the engagement rate of resources, and specifically for returners who want to find out better solutions to their industries. We can therefore conclude that resource is a value section to promote the business.
✓ The proposal has been updated to Advantech official resource with thousands of users per month.
Project 03

Redesign information in footer to lower bounce rate

Test Purpose
To help users find information before bouncing.
Design Hypothesis
By Google Analytics & session recordings, I found out that some users would keep scrolling whole page, and view footer as the last sort for them to find info. Unfortunately, previous version didn't provide enough info, so users just leave the site after browsing footer section. Therefore, I proposed that users need more info in footer to guide them.
Test Duration
1 month (Mar. 15 16, 2022 ~ April 15, 2022)
Evaluation Result
Conclusion
Although footer is the last part, it's still important to provide useful contents for users according to their scenarios as it is the second and the last chance to attract customers.
✓ The proposal has been updated to Advantech official website with thousands of users per weeks.
Project 04

Move “Language” button to header to increase clicks

Test Purpose
To increase the click rate of language button.help users find information before bouncing.
Design Hypothesis
Heat map of footer shows that language button is needed, while the previous version put it in the bottom part. I proposed that moving this button to the header section to help user find out the place to switch language.
Test Duration
3 weeks (Feb. 16, 2022 ~ Mar. 9, 2022)
Evaluation Result
Conclusion
Language button play an important role for users, so it should be put in the header section and therefore allows users to keep browsing the website easily.
✓ The proposal has been updated to Advantech official website with thousands of users per weeks.
Project 05

Increase the “Buy” activity in product page

Test Purpose
To increase the click through rate of “Buy Online” button (main actions).
Design Hypothesis
Highlight the main buttons and diminish other buttons can motivate the main action.
Test Duration
3 weeks (Oct. 28, 2021 ~ Nov. 15 2021)
Evaluation Result
Conclusion
If the business has main purpose(buy), using primary buttons and text links can help users focus on the purchase behaviors.
However, still need to track user’s behavior after clicking the “Buy” button (pay? view information? other?)
✓ The proposal has been updated to Advantech official product page with thousands of users per month.
Project 06

Enhance styles of CTA (Button) in Homepage’s KV section

Test Purpose
To increase the engagement rate of home page/KV section.
Design Hypothesis
Enhance buttons’ styles, and differentiate the importance with primary and secondary button.
Test Duration
2 months (Oct 22, 2021 ~ Dec. 20 2021)
Evaluation Result
Conclusion
Styles can indeed enhance the visibility of buttons and therefore rise the related activities.
✓ The proposal has been updated to Advantech official product page with thousands of users per month.
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