DAMIEN'S WEBSITE

E-commerce

Webssite
for RC Jets

Discover

Client

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Timeline

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project type

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team

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OVERVIEW

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A short title for overview

Global Jet Club is a California-based international distributor of hobby products, specializing in the West Coast's largest selection of radio control turbine jets and accessories.

A short title for overview

Global Jet Club is a California-based international distributor of hobby products, specializing in the West Coast's largest selection of radio control turbine jets and accessories.

01/ Background

overview

understand the company

About Global Jet

Global Jet Club is a California-based international distributor of hobby products, specializing in the West Coast's largest selection of radio control turbine jets and accessories. Founded in 2007, the company serves as the primary sponsor of various jet rallies and airshows across the globe.

Gathering Context from Company

The current ecommerce website, designed in 2010, no longer align with the marketing goals as the growing business. Compared to other competitors, the website appears outdated both aesthetically and functionally. Its fundamental usability has been challenged, and the website has struggled to scale alongside the company's expansion while attracting new users.

Picking up the pieces from a complex system

Barrier of the Hobby

Decentralized Online Experience

Recapture the magic in 4 month

To create a platform for deeper engagement,we looked into the main revenue and service of Global Jet Club at the outset ofthe project. We found out our user engagement is hard to increase not only dueto the technical barrier of the hobby but also because of the fragmentede-commerce experience. The company tended to silo our content and service,which led to the disconnection from our main sales channel-online store. Inreturn, our customers had to rely on 3rd party platforms, such as social media,event calendars, and RC forums, to access information and address their needs.As a result, it increased the friction for our potential customers, leavedmajor gaps for our competitors, and lowered our conversion rate.

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Bring all touch points under one pivot.
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Identify business opportunities for repositioning.
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Embraced a diverse user base.

researches

understand the company

Early Insights from community

Starting a project in an exclusive industryrequires a deep understanding. Before we jump into the design, I dived intothree representative online RC communities to identify our target market andvalidate our previous assumption. Here are three key ways that I collected.

Talk with diverse RC pilots

Considering that skilllevel is the key factor that differentiates user behavior in this project, wetake this as a primary research object, to begin with. We made an effort toconduct interviews with 6 RC pilots with 3 different skill levels: expert, intermediate,and beginner. The goal was to discover patterns, reveal unknown preferences,and embrace a more inclusive solution.

Synthesizing customers research

Digging into the feedback revealed some biginsights into the RC jet experience. All the RC jet flyers are motivated by thesheer enjoyment of flying these high-performance model aircraft within acommunity. The thrill of executing complex maneuvers, socializing with otherenthusiasts, and sharing knowledge and customizations on social media, can be amajor source of satisfaction for them.

However, even the expert finds it sometimeschallenging to keep up with the latest development in RC Jet technology, itrequires a certain level of technical knowledge and understanding of theequipment including assembly and maintenance. As with any skill, RC jet flyingrequires experience and practice to master. They need to spend time practicingbasic maneuvers and building up their confidence before they can attempt topurchase a more advanced model. Unfortunately, it is a niche hobby which makesit more challenging to access resources.

Mapping out a beginner pilot's pain point

I was surprised by the issue we found. If powerusers with years of experience and a supported community were having troublethroughout their user journey. How bad was the experience for beginnercustomers with limited background knowledge and flying experience?

To better demonstrate the differentiations andspecific pain points with other team members, I further synthesized thefeedback and came up with the following user journey:

We find beginner users usually have more pain points from the purchaseto the preparation stage, they might give up on the hobby because of thecomplex product desorption, incomplete instructional guidance, and steeplearning curve. “It’s like a person is building a PC who is not familiar with acomputer. Sometimes It can be very overwhelming.”

Discover an experienced pilot's pain point

For the intermate and advanced users, althoughthey still have many problems with technique and limited resources, they haveovercome the previous steps and are passionate about flying. For them, the post-flightexperience becomes critical. They are looking to fly with like-minded players,a good flying field & community, and better after-sale service.

Reframing Insights to design directions

With our research findingsand understanding of our customers, our team begin to organize our data throughaffinity mapping, classify like-trends together, and eventually settled on thelisted design opportunities and the following directions: Online shopping,guides, services, and exploration.