Goal
Guiding ICPs through the company services with ease and accessibility
On this project, I worked with a Senior product designer, engineers, and a product manager; I was responsible for the end-to-end design process pncluding UX Design, concept development prototyping, and usability testing.
Problem Statement
Users accessing our platform often arrive from various entry points, leading to diverse user journeys that may or may not culminate in their desired destination. Analyzing user feedback and data revealed a common challenge: users are not efficiently enticed or guided towards their intended destination, especially when landing on specific pages. This issue undermines the overall user experience and hinders the platform's effectiveness in meeting user needs promptly.
The decision to address this challenge stems from a recognition of its impact on user satisfaction, engagement, and the overall success of our platform. By enhancing the efficiency of guiding users from landing pages to their intended destinations, we aim to significantly improve the user experience and increase the likelihood of users achieving their goals on their first visit. This initiative aligns with our commitment to optimizing user journeys, showcasing the maturity of our design practice, and demonstrating a deep understanding of the problem space.
what did the early versions look like? What did I learn from this version?
User discontent with navigation highlights the need for a more intuitive experience. Examining user feedback reveals challenges in content discovery and reaching desired destinations. The previous version overlooked diverse entry points, resulting in inconsistent user journeys. The lack of personalized onboarding means users navigate a generic interface, missing out on relevant content. Additionally, the prior iteration lacks an effective system for integrating user feedback, impeding adaptation to evolving needs.
Before
After
Redesign
Diving into the aesthetic charm of a dark mode seamlessly mixed with an enchanting blue theme imparts an element of refinement to the user interaction. The pronounced contrast of deep backgrounds against striking blue tones not only augments visual attractiveness, but also aids in lessening eye fatigue during prolonged usage. This inventive take on dark mode doesn't just prioritise user comfort, but encapsulates a spirit of technological design.
The Challenge
Overcoming the Challenges
Simplified Navigation Pathways
Redesign the navigation pathways to balance efficiency and simplicity, providing clear and intuitive routes for users without overwhelming them with unnecessary information.
Visual Hierarchy and Clarity
Implemented a clear visual hierarchy to guide users seamlessly through the platform, reducing cognitive load and enhancing the overall navigation experience.
User Persona Integration
Integrated user personas into the design process, ensuring that the redesigned experience caters to the unique needs and expectations of different user segments.
Responsive Design
Employed responsive design principles to ensure a consistent and optimized experience across various devices, accommodating the diverse entry points of users.
Takeaways
User-Centric Approach
Understanding and addressing user frustration is paramount. The solution must prioritize user needs, aiming to create a more user-centric journey.
Adaptability
Recognizing and accommodating the diverse entry points users utilize is essential for a successful redesign. The solution should be adaptable to different user journeys.
Streamlined Experience
Efforts should focus on simplifying the user experience without sacrificing the depth of content, ensuring a streamlined and efficient navigation process.
Feedback Integration
Ongoing feedback loops must be integrated into the redesign to continually assess the effectiveness of the changes and make data-driven adjustments. (Documented in Figma)
Credits
PROJECT MANAGER Dazri Hanif
VISUAL DESIGNER Sean Ng & Nathania
WEBFLOW DEVELOPER Jason Pak
SOLUTION ARCHITECT House Japri
UX Researcher Tamara