Context
Design Process
Goals
In our initial consultation, the client had broad goals for their website with an unclear target audience. Through a SWOT analysis, we helped them crystallize their objectives and better define their audience.
Problem statement
How might we simplify the complexity to ensure users can adjust basic setting?
Research
Since I will be designing for drivers both in driving and normal situation. So I used different methods to research the process.
Observe
By conducting competitive analysis, I aim to gain a deeper understanding of the market.
Through usability testing, we gained deeper insights into our potential users.
I conducted usability test on Maze with 30 participants for Due N Trademark current website.
Over 60% users are questioning about our website.
Solutions
There are thousands of ways to improve user experience, but focusing on pain points and addressing priority issues is always the best choice.
Add more sections to increase the credibility
Throughout this process, I gathered reviews from customers and added a testimonials section. I also introduced an 'Our Team' page and suggested to the client that we incorporate more authentic images to enhance our professionalism. Moreover, by designing seamless transitions between pages, I ensured a smoother user flow.
Simplified the complex registration process
The previous registration process took up the entire page without any distinct sections, causing users to lose patience as they progressed. I redesigned the registration process into different sections with a scrolling feature, allowing users to conveniently scroll to the specific area they need to fill out.
Improved user interaction
The previous design had few buttons for page transitions. In the new design, I've added more CTA (Call to Action) buttons, allowing users to navigate different pages with ease. This not only boosts user engagement but also enhances the overall user experience.
Ideation
Affinity Diagram
I evaluated which feature was the priority that needed to be changed, which helped me better manage my time.
Key Pain Points
Design
Information Architecture
After conducting user testing and competitive analysis, we refined and restructured the initial sitemap to produce a more organized and intuitive menu.
