"Let’s begin from the basics."
Context
The previous website was designed with some usability problems and some errors in UX design basic rules.
The data on the landing page also shows that the number of people who were living on the page was high.
Project Goal
With the techniques of heuristic analysis, based on the UX design laws, and our research about the users and the market, I was able to redesign for a user-centric design.
My role
Senior UX/UI Designer.
Time of project
3 weeks.
Shaping User Experiences
Understanding the problem
We were getting good traffic on the landing page, but registration was near zero per cent.
Without the opportunity to do research or talk to users, we had to dig deeper into the problem to understand why that was happening.
Analysing the Data
When I first started to understand how the retail panel works, I noticed the same feature in different parts of the process with no reason for it.
We created a flow to identify at which phase of registration users encountered the most problems and to prioritize those issues.
Upon analyzing the data, it became clear that users were dropping off at the landing page, likely due to usability problems and difficulty understanding how to proceed.
Research
During the Desk Research phase, I focused on analyzing references to other UIs with similar objectives to ours. This involved understanding how target personas behaved, their pain points, and their gains within these landing pages.
By observing our competitors, I gained a better understanding of the challenges and expectations of our target users.
This valuable insight can help us to draw inspiration and design better solutions that align with Trouva's brand identity and adhere to the Syle Guides' Rules.
Analysis of the previous design
This page had very strong colours, which could be sensitive for some users.
To find a CTA, the user had to scroll a lot, and it was not very clear what they were supposed to do.
UI in Focus
MVP
With the MVP, I created a hero section with a clear CTA, which was the priority. I also made the page simpler and easier to understand.
V1
My proposal was based on heuristic analysis, usability, and UX design laws. Following the brand with my new Design System.
Learnings
It is not that easy to work in a working environment of so many different people, but I managed well.
The most difficult thing was to show the older designers their work could be increased, and that’s hard to accept.
Now I know I can deal better with those things.