A UX case study: redesigning an existing website

A UX case study: redesigning an existing website

GOAL: To rebuilding an existing website. Took an existing website repute.net to redesign. 

Objective of the website is to make you understand the concept and then to make you invest in it.

Time span

2 days

Parameters to be undertaken

The concept is new and must be understood by the user, making it relatable.

Limitation: Time- Since it is to be done in just 2 days, primary research, workshop etc. cannot be done. Have to follow the branding and design guidelines along with secondary research to come up with right solution.

Problems- To make user well understand the concept and the power of data democracy:

• 1.       Although a minimalist website, which is trendy but not conceptualised well. Since it is a new concept a lot of information should be provided through various mediums and product designs related to it should be put forward, but no space is given for the same.
• 2.       Illustrations and Infographics are missing to make the user understand well. Can be done by minimalist way of narration to help user understand the concepts like basic line diagrams, pictures etc., since it is altogether new concept and user must be made aware of it.
• 3.       Making the flow easier finding the right space for app store link to download and should be given foremost consideration. As the product is app based and websites here acts as catalyst to onboard the user. 
• 4.       Keeping the brand identity intact, making space for more usable features which can come in future.

Strategic point

Making users to download the app quickly and easily. 

To build that attractiveness on the website and that quick action taking henceforth.

Hue given

Typography: Lato

Problem Statement to solve-How can user understand the concept easily and make use of the product?

Demographic (Target audience) - User above 18 to 60 can use the app and website. Although active users will be of the age 25 to 40, who travel a lot and wish to go paperless with data security. They are ready to take risk and will go extra leap to ease their life (as seen with credit card usage and app like ‘cred’ are well related to it).

Think & Feel: Busy educated user and therefore want direct approach with clarity.

SWOT of the website-

Strengths

New concept and new market with not many competitors

Many further tie- ups possible

Multiple features related concept

High usability with high risk

Weakness

User might not be able to trust and provide his/ her information

Feel time consuming to provide feedback of others

Opportunities

Once a user always a user, once a user is onboard he/she will stick to the app as this in itself is very hooked concept.

Threats

Data leakage threat

PAIN POINTS with existing website-

• Reliability needs to be developed which can come with professionalism and transparency.
• Colours are chosen as per the subtle hues and trends but are not catchy enough to hold the user attention and make them sign up.
• Not well descriptive website.
• Website related to such kind generally have different colours and 'content deliver ability' is also different.
• Making people understand the value of their data that can be only done with valuable website.

Value Propositions

Minimum Viability Product needs are:

·       Building trust that their data is safe

·       A clear process and transparency

·       Option of doing it from website, as the user wants quick conduct.

Existing:

For Consumer section

For Business:

For about:

For career:

Empathy Mapping (3 persona)

Building the powerful website:

Trends from the service provider as well as product provider leaders in the market:

All the service driven websites are generally image driven and powerful. Yet I don’t know the process hence sticking to improving aesthetics as per already data provided.

MUST

• ·       Professional Visual elements.
• ·       Short & direct Information.
• ·       Since a service design further Information must be available on Clicks.
• ·       App based product like CRED therefore download link must be there on the website itself, just like CRED.
• ·       Mobile adaptable website therefore heat mapping of main icons towards right is beneficial and hence keeping logo on the left is most feasible.
• ·       Subscription, sharing are further features needed for smooth flow.
• ·       Sticking to colour theme and typography.

SHOULD

• ·       Each element comes with a story describing us the process: as how that will happen using the product, therefore clickable “Read more” should be given in order to make user or potential user to read about that particular feature further.
• ·       Capabilities or Insights must be given in the Main menu as this being an altogether path breaking idea and needs to be well delivered to the users.

COULD

• ·       As there is sign up and login in the website itself, profile, dashboard and settings must also be there.
• ·       These elements should be similar to service design websites.

WON’T

• ·       "Get Started" is not needed as the person walkthrough and will know about the brand and the product. Rather download link is more important in order to go directly to the app store and download the app.

User Flow

Wireframe

With the big picture and necessary features 

With explanation about the concept

With features and further read on the same

For Login and subscription

A good lasting impression 

UI Design

Flow

Usability Testing

By Nikita Rathi

Learn the basics staying at home :

Learn the basics:

Keeping up your spirits at the time of lock-down gets tough and we struggle onto making things as now we can’t readily go and buy. 

Why don’t we use something kept at our reach and make something keeping it all interesting!

May it be yards of cloth or your mom’s saree, if you are good at stitching, make this Kurtis and kurta.

Or

And if you are like me… not so pro at stitching but manages one’s work, kindly go ahead with this kaftan idea:

Bring your sibling’s old tshirt to use and make this trendy top:

Or if you have your boyfriend’s old shirt why not to bring it to use. May be this lockdown would have taken its toll on relationship but hopefully this idea cheers you up along with a good bonding.

Tired seeing your old denims let’s give them a trendy makeover:

Hope these ideas keep up the good spirit and you remain creative this entire lock-down.

Stay trendy,

By Nikita Rathi

Deciding on Icons and Logos

The work behind deciding on icons for app:

While doing the internship with the most interesting people I came across all the measures to be considered while designing icons.

If you are from designing background you must be well versed with semeiology ( the science of symbols) but do you know the actual decision while finalising icons is rather critical and difficult and also much more than that.

Kudos to some of my designs and work-

1.Ongoing trend- to consider the trend like neomorphism, curved edges etc seems inevitable. Because to come at the right type of design you must consider as what trends needs to be followed, in order to do so I would recommend you to follow the UI/UX pages either on Instagram or medium. If you do that, automatically you will be updated with the ongoing trend as looking visually will update your subconscious mind.

2.Colour palette- It is very important to stick to your colour palette or else you will miss out on symmetry and gestalt. The easy, simple and clean it is, better it is. Every app has its colour scale and stick to that. Well in my case I was working with music player and cheers “ one can go all leaps and bounds with that’.

3.Story- Choose the story your icons will narrate example if it is pop kind, retro, classic, fun, organic etc. There were many apps I was working and each had a different story , one was retro ( as it was the oldest app), other one was pop and full of colour and fun and none the less the last one was new to market and was being balanced between the already established identity of brand.

4.Theme (the app is based on)- It is very important to recognise the core and purpose of the product. Every icon solves a purpose, may it be providing information or clickable area for the user. The app itself solves a purpose, so when deciding on to icon one needs to align it with the purpose the product solves.

There goes my short checklist I developed while working on this project. I will keep on updating this knowledge as even making icons is a reworking process in itself and lots of factors are involved.

By- Nikita Rathi