Project Type

Website redesign and research

Contribution

User Interviews
Developing personas
Competitive analysis
Stakeholder Interviews
Developing design strategy
Information architecture
User Testing

My role

UX Researcher
UX Designer
UI Designer

Outcome

Improved website traffic
Informative website and aligned with the new brand focus

Overview

Why did we redesigned the website?

The team decided to set a new direction for the brand and as part of that we decided to improve the company website to align with the new direction. We took this opportunity to restructure this website and improve the information architecture.

The Problem

This website did no had much traffic and most of the business comes through referrals. We don’t know why the website is not getting a good traffic.

How did I approached it?

It always starts a research. understanding our users, their behavior, goals, motivations, and needs.

**Empathy Workshop**

The goal of this empathy workshop was to help the team understand and prioritize user needs before designing the solution.
Understand who the relevant users are
Gain clarity and consensus on user needs, motivations, and behaviors
Build empathy for users

Empathy workshop conducted in December 2019

User Personas

Primary

IT Lead
CEO
Chief Architect
Procurement Manager

Secondary

Job Seeker
Lateral
Great Place to Work

Supplemental

Competitor
NGO
Vendor
Passer-by

Primary Personas

Secondary Personas

What we learned from the research?

Even though the website had the detailed information about the product and service offerings, website did not satisfy the needs of its various personas.

Design Guideline

Learnable
Suggestive
Clarity & Transparency
Intelligent
Relation Building
Minimalism (Task Focused) | Empathy | Proactive Info share
Data statistics driven

User Scenarios
“Dheeban, 35, IT lead, located in Dubai, working in a shipping and logistics company for the last five years, responsible for building IT solutions for shipping and logistics. He normally have busy work days and too drained to enjoy his career. He is given the target to find a technology platform which enable automated workflow management for their existing IT systems. Dheeban is forced to onboard a new automation vendor within a time period of three months with a maximum budget of $xx annually. He is new to automation technology and started grasping knowledge from the online tech community amidst his busy schedules.
He want an automation partner who has SME for logistics and shipping, capabilities working in agile, cost effective and has ability to mentor his team. He also trying to search within his peer group for a vendor who has good customer reference from his location, so that he can find a trustable vendor.”