Project
Problem
How might we identify the usability issues and customer pain points to attract new clients?
Outcome
I conducted an extensive user research to understand their needs, create a task flow and change the information architecture.
Company
AANWeb Solutions
Sector
B2C, Technology, E-commerce
Role
UX Researcher
Service
UX Research
Timeline
4 weeks
Tools
Figma
Survey
004
Improved how users tracked activities
After conducting a survey, it became clear that AANWeb Solutions' website was lacking essential features for both clients and employees. To keep up with the competition, these features had to be added.
However, simply adding more features to the already cluttered navigation bar was not the solution. That's when I proposed the idea of a dashboard, which would allow employees to check their application status and clients to track their ongoing projects. The manager agreed and a database was added to the site, giving users a more efficient and satisfactory experience.
Usability Testing
005
Redesigning Services Page
During a usability testing session, I discovered that many users got confused with the vertical navigation bar on the Services page. Despite my initial attempts to organize the links, I realized that the bar was simply unnecessary and causing more harm than good. It's like having two GPS systems in a car - it's confusing and only leads to chaos. So, I decided to remove the vertical bar and simplify the main navigation bar instead.
Heuristic Evaluation
006
Adding Job Description
During the heuristic evaluation, it became evident that our Career page was in dire need of an update. Not only was it lacking sufficient content, but users were taking longer time to find the job they were looking for. The search function wasn't living up to its name, as it only led users to the Career page without any job filters or sort options.
To combat this issue, I designed a job description page, complete with detailed information and user-friendly action buttons such as "Apply Now" and "Save Job". I also overhauled the Career page, allowing users to filter and search for job opportunities with ease. Our goal was to attract new talent by providing a streamlined and hassle-free application process.
User Interviews
007
Infinite Scrolling in the Homepage
During user interviews, many people expressed frustration with the homepage's excessive length, claiming that it was too long to scroll through. An animation highlighting AANWeb Solutions' experience in the industry was frustratingly slow.
Removing sections wasn't an option, as the CEO wanted to showcase all of the critical information. So, I focused on maintaining a visual hierarchy by displaying relevant information and their action buttons together. This resulted in a more engaging homepage.
Lessons learned
008
Major takeaways & Reflections
Running multiple A/B tests for each iteration helped us fine-tune our approach and identify what worked best. Adding the dashboard feature was a major success and led to a significant increase in user traffic.
Through this project, I learned that the action pages are most effective when they strike a balance between being informative and actionable. Keeping things simple and user-focused, from the content and layout to the language used, is key.